Written by Simon Turner, CEO, Freshfield
Professional services firms are operating in a business development and communications environment that is becoming harder to navigate. Buyers are becoming more discerning, attention is more fragmented, the digital landscape is saturated and it appears that every firm ‘is an expert’.
At the same time, firms are under greater pressure to show clear market relevance, differentiate their people and create growth opportunities.
For firms in sectors such as law, accountancy, corporate finance, architecture and planning, their PR and communications need to work harder strategically, reputationally and commercially.
This feature article is for partners, business development leaders and marketing professionals in professional services firms who want their communications activity to drive strong visibility, reputation and commercial impact.
Here are five communications priorities we are advising professional services firms to focus on right now.
1. Make sure business development and communications are aligned
One of the biggest challenges and opportunities in professional services firms is the gap that can exist between business development and communications activities. In too many firms, PR and comms can be seen as a support function rather than an opportunity creator.
The firms making gains are the ones where communications and BD are aligned around shared priorities: target sectors, target clients and growth areas. That means thought leadership, media relations, firm news, strategic content, events and partner profiling should all be part of the same plan.
When this alignment is right, the communications delivery helps warm up markets, reinforce credentials and create opportunities for positive conversations. In a crowded market, visibility is only valuable if it is strategically directed. The goal is to be seen by the right audiences for the right reasons.
2. The in-person brand experience is more powerful than ever
In a world of constant content, digital fatigue and AI-slop, high-quality in-person brand experience is becoming more important and, if done right, can have great impact.
This matters enormously for professional services firms where trust, chemistry and likability drive buying decisions. Whether it’s a targeted networking event, focussed roundtable, seminar, client dinner or activity-based afternoon, in-person activity gives firms the chance to own the room, build close relationships and stand out.
The firms doing this well are using them as part of a broader communications strategy, identifying the right themes, inviting the right audiences, creating the right follow-up mechanics and, importantly, making sure the experience reflects the firm’s culture and ethos.
3. Niche paid partnerships can deliver strategic visibility and opportunity
The right partnership with the right platform and right audience can play an important strategic role.
For many firms, paid activity can help secure visibility in sectors, networks and media groups that matter commercially. It can support entry into a new market, reinforce a BD campaign, engage with a very specific audience profile (e.g. finance directors) or keep the firm visible around a key issue.
The key is to be selective. Not every sponsorship, media partnership or branded opportunity is worth doing. The test should be whether it supports a clear BD and marketing objective, reaches a specific audience group and enhances credibility.
When paid partnerships are well chosen, they increase visibility and can fast-track new opportunities.
4. The human touch cuts through
Professional services firms often default to technical messaging. Expertise matters, of course, but expertise alone is not always what captures attention.
What cuts through more effectively is real and human relevance. That includes the people behind the work, the challenges clients are facing, and the real-world impact of a project, case or issue. These real, human stories make expertise more memorable.
In an era where more content is produced than ever (and the meteoric rise of AI-generated content), audiences are quick to filter out what feels generic, and indeed AI-slop. Firms that look and sound real and human are more likely to be noticed, trusted and remembered.
5. Trust signals are vital in an AI search world
As AI reshapes how people search, discover and assess information, trust signals are becoming more important than ever. This may sound like something from an old sci-fi movie, but professional services firms are now communicating with AI-driven search and answer engines, AI agents as well as humans.
As with all forms of communication, authority is key. But more than ever, firms need strong, evidence-based messaging, expert voices, credible third-party validation and proof points across earned, owned and shared channels.
For professional services brands, trust signals can include long-form thought leadership, authoritative partner commentary, strong media coverage, relevant speaking opportunities, case studies, industry awards and a website full of evidence that you are a leader in your field.
In an AI-influenced search environment, vague or generic content becomes risky. Those that rely heavily on AI to create this generic content will be caught out.
To sum up…
Communications in professional services is becoming more strategic, more integrated and more commercially important. For partners, BD teams and marketing leaders, the challenge is to communicate with greater strategic focus and credibility. The firms that do that well will be better placed to stand-out, build relationships, enhance their reputation and create growth opportunities.
Simon Turner has been delivering strategic PR and communications programmes to professional services firms for 25 years and is a trusted adviser to market-leading clients. To find out more about our expertise, visit https://www.freshfield.com/sector-expertise/professional-services-pr/
If you want to discuss a project, contact our team today.
