Part One: Media relations and authoritative backlinks now influence not just Google, but ChatGPT, Claude, Perplexity and AI assistants, which is changing how clients discover you
The way people find law firms to help them address the challenges they face in life and at work is changing dramatically.
While Google still commands 89-90% of search market share, ChatGPT now serves 800 million weekly users, Perplexity processes 780 million monthly queries, and 77% of Americans report using ChatGPT as a search engine, with 24% turning to it before Google.
This isn’t just a technology trend, but a critical impact on the way you promote your business. Given that 56% of people act within a week of realising they have a legal issue [and 16% within a day], when potential clients ask an AI assistant for recommendations, will your firm be listed?
The answer depends on something you may already be doing, or should be if you’re not.
Where AI gets its information and why that changes everything
Large Language Models [LLM] do not randomly recommend businesses, but draw from carefully prioritised sources that it can glean relevant information from in milliseconds.
For training, it will utilise major news outlets, such as Reuters, The Times, The Washington Post, etc., and then head for academic papers and research publications. Wikipedia and established encyclopaedic content will be scoured, along with industry publications and trade journals, before a quick look at Government and educational websites.
For real-time answers, recent journalism and news articles will be analysed, with platforms such as Reddit (11-47% of citations depending on platform) being used and then professional forums and community sites will feature alongside authoritative trade publications.
And here’s the current game-changer: 89% of LLM citations come from earned media sources, with 27% from journalistic outlets specifically.
It’s important to recognise that your optimised website content matters, but without third-party validation from trusted sources, AI assistants have little reason to recommend you over competitors who do have that credibility.
The Authority Gap and why your website alone will fall short
When someone asks Perplexity, “What is a settlement agreement and which solicitor should I use for employment law in Birmingham?” the AI doesn’t simply scan law firm websites, but prioritises information it can verify across multiple authoritative sources.
This sophisticated approach creates a clear divide between limited visibility through excellent website content, but offered in isolation and maximum visibility, with that same content, plus regular features in legal publications, expert quotes in national media, bylined articles in trade magazines and authoritative backlinks.
The current stock of LLMs specifically seeks multiple independent mentions across different publications, with semantic consistency in how your expertise is described. Authority signals from reputable sources, combined with recent coverage, will feature highly in the results returned – AI tools cite journalistic sources 22% more when prompts include “latest” or “recent”.
This is fundamentally a PR challenge, not a technical one.
Generative Engine Optimisation is driving the convergence of PR and search
The marketing world calls this ‘Generative Engine Optimisation’ [GEO], optimising for AI-generated recommendations. But in reality, if you strip away the jargon and the focus on technology, it seems to us like strategic PR.
Earned Media Drives AI Visibility
Major publishers like The Guardian, The Times, and Law Gazette have signed licensing agreements with AI companies. Their content directly trains these models. Coverage in respected trade publications carries immense weight with AI systems.
Beyond licensing deals, any consistent presence in reliable, well-structured publications influences AI responses. The key is regular, authoritative coverage—not one-off placements.
Multiple Channels Build Credibility
LLMs synthesise information across channels and the more ways you demonstrate expertise, the stronger your firm’s AI visibility. There are numerous routes to demonstrate the experience and expertise of your people and your firm:
- Expert commentary in news articles and trend pieces
- Podcast interviews on industry-specific topics
- Bylined thought leadership in trade publications
- Speaking engagements at recognised conferences
- Citations in industry reports and research
Each appearance strengthens the signal that you’re a credible authority on the topic about which you are writing, opining or offering advice.
Message consistency matters
If five publications describe your firm as ‘experts in commercial litigation’ while three say ‘business dispute specialists’, AI systems must reconcile conflicting information. Consistent terminology across all earned media strengthens your positioning.
When reputable sources cite you and other sources cite those sources, you build a network of authority. This cascading credibility is precisely what LLMs evaluate when deciding which firm or individuals to recommend.
Consider what happens when coverage is secured in FT Adviser:
- SEO boost: High-authority backlink improves search rankings
- Direct audience: Publication readers discover your firm
- Training data: Article becomes part of future AI model training
- Real-time citation: Current AI searches may reference the coverage
- Social proof: Amplify the coverage across your own channels
Traditional PR has already delivered value for decades, but now it works exponentially harder.
Ready to strengthen your firm’s visibility across traditional search and AI platforms?
Work PR specialises in helping solicitors and law firms build authoritative presence through integrated media relations, SEO-optimised content and strategic thought leadership. We ensure you’re found, trusted and chosen, regardless of how potential clients search for the help they need.
In Part Two, we’ll look at the importance of a consistent approach to SEO and GEO for law firms, but in the meantime, please get in touch to discuss your firm’s visibility strategy.
