Managing reputation in the age of synthetic content

Attorney Analysis from Westlaw Today, a part of Thomson Reuters. By ELizabeth Lampert

AI (Artificial Intelligence) letters are placed on computer motherboard in this illustration taken, June 23, 2023. REUTERS/Dado Ruvic/Illustration Purchase Licensing Rights, opens new tab

July 18, 2025 - The introduction and increased usage of generative artificial intelligence (AI) have been influential throughout the legal industry, offering unprecedented opportunities for efficiency while introducing significant risks to law firm brands.

Tools such as ChatGPT, Grok, Gemini, and proprietary large language models (LLMs) can pop out client memos, legal alerts, and thought leadership articles at record speed. However, as law firms embrace these technologies, they face an urgent imperative: using the power of generative AI in a way that does not compromise the integrity of their brand.

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The promise and peril of AI-generated content

Generative AI offers law firms a range of amazing efficiencies such as the ability to produce first drafts of documents, analyze vast amounts of data, and generate commentary on case law in minutes. These functions save time and are extremely valuable, particularly in fast-moving regulatory and litigation environments.

As an example, AI tools can quickly draft breaking news client alerts on recently introduced legislation and summarize complex case law. This can free up an attorney's time for more strategic work as well as enhance a firm's responsiveness, positioning it as a leader in a competitive market. Yet, speed could come at a cost. AI lacks an inherent understanding of legal nuance and most importantly, ethical obligations, or jurisdictional differences that a human understands. It can operate without accountability, increasing the risk of producing inaccurate, overly generalized, or fabricated content.A notable example is a syndicated article published in the Chicago Sun-Times and Philadelphia Inquirer in summer 2025, which included a reading list featuring nonexistent books in the summer 2025 reading list article. As reported in The Washington Post, ("Major newspapers ran a summer reading list. AI made up book titles." May 20, 2025) the author admitted to using AI tools without human editing, leading to factual errors and reputational damage for both the media outlets and the author.

For law firms, similar missteps could erode client trust and tarnish a brand built over decades. The Wall Street Journal certainly could have been thinking of brand awareness when they issued their own recommendations of 14 books to read.

Key risks to law firm brands

The adoption of generative AI introduces several risks that can undermine a law firm's reputation:

(1) Accuracy and misinformation: AI-generated content is prone to "hallucinations," which are confidently stated but factually incorrect information. In the legal context, publishing flawed analyses, outdated citations, or incorrect interpretations of case law could have disastrous consequences, particularly if the firm's name is attached.

(2) Plagiarism and intellectual property infringement: Many AI models are trained on datasets scraped from the internet. This raises the risk that outputs may inadvertently replicate existing work without proper attribution, which could expose firms to copyright infringement claims or ethical violations, both of which carry significant reputational and legal consequences.

(3) Dilution of expertise and thought leadership: Overreliance on AI for client alerts, bylined articles, or white papers risks diluting a firm's unique voice and eroding its authority. We see too many headlines using the word navigating, do we not? Clients hire lawyers for their cultivated expertise, unique insight, and judgment, not for generic, machine-generated summaries that lack depth or context.

(4) Reputational fallout from internal use: Even internally circulated AI-generated content, such as draft memos or research notes, can create liabilities if leaked or misused. A poorly written or inaccurate draft that reaches the public eye, whether through a data breach or accidental disclosure, can damage a firm's credibility.

From a public relations perspective, generative AI requires a new framework for content governance. Law firms must move beyond enthusiasm for efficiency and embrace disciplined oversight.

Here are five essential steps:

•Establish a human touch policy: All AI-generated legal content should be reviewed and ideally co-authored by a licensed attorney. Firms must make it clear that no AI-generated output goes client-facing without human verification.

•Implement AI disclosures and transparency protocols: Whether, in client alerts or public-facing articles, firms should consider disclosing when AI has been used in content creation. This transparency not only builds trust but protects against future claims of misrepresentation or malpractice.

•Train attorneys and comms teams in AI literacy: Educate your lawyers, marketers, and PR professionals on the wonders, capabilities, and also the limitations of generative AI. Understanding how these tools work and where they can fail is critical to mitigating brand risk.

•Audit for originality and attribution: Use plagiarism detection software such as Grammarly and internal checks to ensure content is original and appropriately sourced. This applies even to internal research memos and pitch materials.

•Define your firm's brand voice and reinforce it: AI can write in any voice. Law firms have a tone of voice. The challenge is ensuring it consistently writes in your voice. Set clear tone, style, and messaging guidelines so that AI-generated drafts align with your firm's brand identity.

Used thoughtfully, generative AI can elevate a firm's ability to communicate, respond, and engage with clients and the media. But it must never replace human insight, editorial judgment, or the firm's hard-earned reputation.

Your brand is your most valuable asset, so guard it accordingly, even when the content comes from a machine. AI should serve as an enhancer, not a substitute, for the qualities that make your firm unique. Thoughtful implementation requires rigorous oversight, ethical considerations, and a steadfast commitment to authenticity.

How and When to Engage a Crisis Communicator

 ASK THE EXPERTS

Crisis Communications for Law Firms: How and When to Engage a Crisis Communicator

By Katherine Hollar Barnard

Most U.S. companies lack a formal crisis communications plan, and your law firm is most likely among them. We asked two veteran law firm crisis communications consultants for advice on the situations firms should expect in 2025 — and the smartest way to prep for potential crises.

Table of contents

• Law Firm Crisis Communications Must-Knows: The Experts Explain
• Is it a Crisis or a Situation?
• Practicing for a Crisis
• Keep Calm and Trust the Process
• Want Help With a Marketing Question of Your Own?
• Related Communications Advice on Attorney at Work:

Law Firm Crisis Communications Must-Knows: The Experts Explain

Attorneys often play a pivotal role in crisis response for clients, yet many law firms neglect to plan for their own contingencies. And while your firm may not be the subject of a Trump administration executive order, the potential for high-stress, low-trust situations abounds — not just through client work, but through your firm’s operations. Up to 40% of law firms, for example, have been the target of a data breach. 

You can’t control whether a crisis occurs, but you can plan how you respond to it. And because you do not deal with crises every day (we hope), there’s considerable value in engaging an experienced crisis communicator before a crisis occurs to help you anticipate issues, respond to them appropriately, and minimize the fallout.

We asked two veteran crisis communications consultants, Elizabeth Lampert and Amy Jordan Wooden, to address what lawyers should look for in such a consultant, how to prepare for the unexpected, and what types of situations law firms should anticipate in 2025.

Is it a Crisis or a Situation?

How would you define a “crisis”? What are the tripwires for lawyers or law firms to seek expert counsel?

Lampert: A crisis is any event, anticipated or unexpected, that threatens a law firm’s operations, reputation or client trust. This can include partner misconduct, data breaches, public client matters and political fallout. The key question is, does this situation have the potential for significant reputational or legal harm if not managed swiftly and strategically? Often, people have a situation, not a crisis.

Jordan Wooden: I think a crisis is any situation that has the potential to negatively affect the business/organization/entity. Sometimes a crisis is unexpected, and sometimes it is fully expected but avoidable. But how a crisis is handled makes all the difference in the world.

In a time of crisis, the inclination is often to “hunker down,” and an outside advisor can help guide the law firm away from that mentality and navigate the communications of the crisis.

What should law firms look for in a crisis communications specialist?

Jordan Wooden: Marketing and crisis are two ends of the communications spectrum! I often joke that if I had to sell laundry detergent, I wouldn’t know the first thing to do. But if someone swallows laundry detergent and dies, I’m your gal. I think it is important to look for 1) experience in crisis (how many years, is it the bulk of their business) and 2) subject matter understanding.

Lampert: Law firms need someone experienced in this specific work. A professional who understands legal privilege and litigation sensitivity — someone who knows how to collaborate with your internal team to protect reputations while respecting legal strategy. Look for a professional with legal industry experience, relevant sector experience, media training tailored to attorneys, and familiarity with law firm hierarchies and risk tolerance.

Practicing for a Crisis 

You speak of the importance of tabletop exercises. What do these look like for those new to crisis prep?

Lampert: A tabletop exercise is a structured simulation of a crisis designed to test a firm’s response protocols. It usually starts with a fictional but realistic crisis scenario that is then revealed to a designated team (legal, PR, IT, HR, leadership) who react to the situation in real time. The group role-plays a variety of media inquiries, client questions and internal stakeholder reactions.

Jordan Wooden: To quote Allen Iverson, “We’re talkin’ about practice?!?” Yes, Allen, we are. A tabletop exercise is simply that — practicing for a crisis. Doing a tabletop exercise will test every aspect of a potential crisis scenario, including external and internal communications, in a low-risk environment. 

You definitely do not want a managing partner to do an interview with news media regarding a crisis without practice. Ensuring your spokespeople have crisis communications media training, especially as part of a tabletop exercise, is the best way to prepare for potential crises.

Lampert: I always suggest someone take notes or the event be taped. This preparation method helps to bring some confidence when you find yourself in the situation being discussed and also identifies areas for improvement. The debrief session afterward … is particularly valuable for uncovering blind spots and preparing your team for a real crisis.

What scenarios should law firms prepare for in tabletop exercises?

Lampert: Law firms should prepare for common issues like cyberattacks, public allegations of harassment or discrimination, partner or associate misconduct, and disruptions from mergers, layoffs or leadership changes. Recent events also highlight the importance of preparing for weather, fires, and catastrophic environmental disruptions, including communication with staff and clients and data recovery. Tabletops should be thoughtful of response timing, message consistency, and clarity of the chain of command.

Jordan Wooden: Regardless of the scenario, a good tabletop exercise will include a few curveballs — something you would not expect or is part of the crisis plan on the shelf. For instance, I would definitely include a leak to the media as a curveball. It is pretty easy to get information to a reporter, and long gone are the days when every reporter would ensure they have confirmed two named sources before reporting the information. We live in “an unnamed source close to the situation but not authorized to speak on the matter” world now. Given the scenario, you could also include an “influencer” weighing in on their social media channel that makes the situation a lot worse.

Keep Calm and Trust the Process

What’s your best piece of advice for staying calm in a crisis?

Jordan Wooden: Remember what you can and cannot control. Also, never forget who your audiences are and identify the most important messages you want to convey. Although in a crisis you have to move in parallel tracks, thinking about those basic communications can help create a familiarity that, hopefully, translates to calm.

Lampert: Take a breath, assess the facts, and align with counsel before making significant moves or statements. Assuming tabletops have been conducted and plans are in place, trust the process. In my experience, not every situation requires an immediate public response, but every situation requires an intentional one.

Why Every Law Firm Should Update Their Website Content Every Five Years

Introduction

In a time where digital presence holds more weight than a physical presence, law firms must recognize the importance of maintaining an up-to-date website. A firm's website serves as the first point of contact for potential clients, reflecting its brand, voice, professionalism, expertise, and reliability. However, a static, outdated website can deter clients and undermine a firm’s credibility. Updating website content every five years is advisable for staying competitive, compliant, and relevant. 

Laws and regulations are in flux and under a new administration new statutes, judicial interpretations, and procedural updates will be introduced making existing website content outdated or even inaccurate. Law firms must ensure that their online materials reflect the latest changes, developments and additions to attorney bios and practice group descriptions.

Enhancing Search Engine Optimization (SEO)

Search engines prioritize fresh and relevant content. A website that remains unchanged for years could experience a decline in search rankings, making it harder for potential clients to find the firm online. Search engine algorithms favor regularly updated websites with high-quality, relevant content.

Updating website content ensures that law firms remain visible on search engine results pages (SERPs). Incorporating new keywords, addressing trending legal topics, and maintaining a blog with regular updates can significantly improve a firm’s digital footprint. Without periodic updates, a law firm risks losing online visibility to competitors who actively engage in SEO best practices.

Strengthening Brand Identity and Messaging

A law firm’s brand identity evolves and if a firm's website does not reflect its current areas of expertise, or bio have no recent areas of practice as new technologies are being introduced, diminish your position. An outdated website offering services that are no longer offered should be revamped and updated so the branding and messaging remain aligned with the firm’s mission and growth. 

Improving Client Engagement and Retention

Clients expect quick access to relevant and up-to-date information. If a law firm’s website contains outdated blogs, or articles over 10 years old, it may frustrate potential clients and drive them to competitors. Regularly updating website content enhances user engagement by providing valuable insights and showcasing recent case successes. Incorporating interactive features such as live chat, updated FAQs, and informative blog posts, a law firm shows it is in step with the economies movement. The legal industry is highly competitive. A modern, well-maintained website signals to potential clients that the firm is proactive, forward-thinking, and invested in providing the best possible service.

Competitive Analysis

Competitor analysis should be part of the website update process. By assessing what competing firms are doing—whether it’s integrating AI-driven chatbots, offering online consultation scheduling, or featuring client testimonials, law firms can ensure they remain competitive in a fast moving market.

Enhancing Security and Compliance with Digital Regulations

Cybersecurity threats are continuously evolving, and outdated websites are more susceptible to attacks. Hackers often exploit vulnerabilities in outdated software, posing risks to client confidentiality and firm integrity.

Updating a law firm's website provides an opportunity to enhance security measures, implement the latest encryption protocols, and comply with digital regulations. Ensuring that website content is secure and compliant protects both the firm and its clients from potential cyber threats.

Conclusion

A law firm’s website serves as its virtual storefront. Failing to update website content every five years can lead to decreased visibility and missed business opportunities. By regularly refreshing legal information, enhancing SEO, adapting to technological changes, strengthening branding, engaging clients, showcasing expertise, improving security, and staying competitive, law firms can ensure their online presence remains strong and effective.

Impact of Lively/Baldoni Lawsuits on PR

The lawsuits involving Blake Lively and Justin Baldoni offer valuable insights for crisis PR professionals, particularly in how publicists and crisis teams navigate high-profile legal battles. Cases involving defamation, intellectual property disputes, contractual disagreements, or personal scandals often set precedents for managing public perception and mitigating reputational risks.

Risk Management

One significant impact will likely be a heightened focus on risk management for celebrity-endorsed projects. Influencer and brand collaborations will face increased scrutiny, with brands exercising greater caution when selecting celebrity partners. Expect more rigorous due diligence processes to mitigate both legal and reputational risks.

Contracts will likely evolve to include more detailed morality clauses and indemnification terms to protect stakeholders from unforeseen controversies. Studios and brands may also strengthen their crisis response frameworks, ensuring preparedness for potential litigation-driven PR challenges.

Proactive Reputation Management

Reputation management strategies will take a more proactive and measured approach, with an increased emphasis on pre-litigation PR. Preemptive tactics, such as strategic social media engagement and controlled messaging, will become more prevalent in shaping public narratives. Celebrities, legal teams, and executives will collaborate more closely with PR professionals to establish goodwill well in advance, making it more difficult for negative press to define their public image.

Once a crisis emerges, reputation management will focus on maintaining positive public perception. Litigation communications are becoming increasingly public facing, with law firms leveraging LinkedIn, podcasts, and other controlled media channels to maintain credibility amid high-profile cases. Attorneys and firms should consider developing personalized crisis PR strategies to protect both individual and institutional reputations.

Crisis Communications

Crisis communication strategies will need to evolve to address the complexities of high-profile lawsuits. Law firms should shift toward controlled media engagement, developing litigation media playbooks that outline which journalists and platforms to engage with. Given the speed at which public opinion forms on social media, PR teams must be prepared for real-time responses to comments and backlash on platforms such as Instagram, X (Twitter), and TikTok.

Traditionally, legal teams prioritize minimizing legal risk, while PR teams focus on reputational management. Moving forward, closer collaboration between these teams will be essential to crafting official statements that avoid inadvertently escalating litigation risks. Standardizing pre-drafted crisis statements and implementing real-time media training for attorneys will become critical components of a comprehensive crisis response strategy.

Strategic Media Relations

Media relations will become increasingly strategic in response to high-profile legal battles. Law firms and PR professionals may adopt a more selective approach to media engagement, limiting exposure to outlets prone to sensationalizing legal disputes. In some cases, controlled media leaks or exclusive interviews may be strategically used to influence public perception favorably.

Social media monitoring will also play an increasingly vital role in crisis management. Firms may invest in AI-driven media monitoring tools to track sentiment, identify emerging narratives, and adjust messaging accordingly. The ability to swiftly respond and control the narrative will be a key differentiator in effective crisis management.

Final Thoughts

In 2025, litigation is no longer just a legal issue—it is a communications battle that plays out as much in the court of public opinion as in the courtroom. As a result, litigation communications must become more sophisticated, proactive, and integrated into broader crisis PR strategies.

  

Crisis PR in 2025: Challenges in the Digital Age

 In 2025, public relations will evolve dramatically, especially when it comes to managing crises. With rapid technological advancements, more podcasts and social media platforms, and increasing public scrutiny, organizations face bigger challenges in maintaining their reputation. Crisis PR in 2025 requires a blend of agility and strategic thinking to navigate this complex environment.

The Changing Nature of Crises

The types of crises businesses face today are far more diverse and complex. From cybersecurity breaches to viral social media controversies, the sources of potential reputational damage have multiplied. Compounding this challenge is the emergence of advanced technologies like artificial intelligence (AI) which can be weaponized to spread misinformation about a company. 

Key Principles of Crisis PR in 2025

To successfully manage crises in 2025, organizations need to focus on five core principles: preparedness, speed, transparency, empathy, and accountability.

1. Preparedness:Proactive crisis management is non-negotiable. Invest in comprehensive crisis communication plans that include detailed protocols, pre-approved messaging templates, and clearly defined roles for team members. Regular tabletops, simulations and drills can help ensure that everyone knows how to respond when a crisis hits.

2. Speed: Response time is critical. Delayed reactions can give the impression of indifference or incompetence, fueling public outrage. Having a well-trained crisis response team and leveraging AI-powered monitoring tools can enable organizations to detect and address issues in real time.

3. Transparency: Stakeholders demand openness. Attempting to conceal information or deflect blame often backfires, as the truth inevitably surfaces. Companies that provide regular updates during a crisis are more likely to retain public trust.

4. Accountability: Taking responsibility for mistakes and outlining clear steps for corrective action can help rebuild trust. Demonstrating a commitment to improvement signal to stakeholders that the organization is serious about learning from the crisis.

Leveraging Technology in Crisis Management

Technology plays a pivotal role in crisis PR. AI-driven tools, for example, are transforming how organizations monitor and respond to emerging threats. Predictive analytics can also help companies anticipate the impact of their actions and choose the most effective communication strategies. Additionally, virtual reality (VR) and augmented reality (AR) are becoming valuable tools for crisis training and communication. 

The Role of Social Media

Social media remains both a blessing and a curse for crisis PR. On one hand, it allows organizations to communicate directly with their audiences. On the other hand, it also amplifies negative publicity, making it challenging to control the narrative.

To effectively manage social media during a crisis, organizations should:

• Monitor platforms continuously for mentions of their brand or related keywords.
• Engage proactively with stakeholders by addressing concerns and correcting misinformation.
• Maintain a consistent tone across all channels to avoid confusion.
• Leverage influencers and brand advocates to amplify positive messages and rebuild trust.

Building Resilience for the Future

In 2025, crisis PR is no longer about reacting to problems as they arise; it’s about building resilience. Foster a culture of accountability and preparedness. Train employees to recognize potential risks and investing in technology that enhances crisis response capabilities.

By staying prepared, embracing transparency, and leveraging the latest tools, organizations can protect their reputations and emerge stronger from crises. As the saying goes, “It’s not the crisis that defines you, but how you respond to it.”

Unique PR Lessons from the Blake Lively and Justin Baldoni Lawsuits

When celebrities like Blake Lively and Justin Baldoni find themselves embroiled in legal battles, their cases inevitably become more than courtroom drama; they’re lessons in the power of perception, brand management, and crisis communication. Whether you’re a PR professional or a curious observer, these high-profile lawsuits highlight the intricate dance between legal strategies and public relations. Here are the unique PR takeaways from these headline-making cases.

1. Control the Narrative Early

Both Lively and Baldoni demonstrated the importance of seizing the narrative before it spirals out of control. Proactively addressing controversies allows you to frame the story in a way that aligns with your brand values. Hesitation or silence can create a vacuum that is quickly filled with speculation and negativity.

2. Stay Authentic to Your Brand

Blake Lively’s image has long been associated with elegance, family, and empowerment. Her PR team’s statements and media appearances during the lawsuit reinforced this narrative, avoiding any discordant tones. Similarly, Justin Baldoni, known for his vulnerability and advocacy for emotional health, navigated his legal challenges with a tone of honesty and introspection.

In times of crisis, your response must feel authentic to your established brand identity. A misaligned approach can erode trust and confuse your audience.

3. Leverage Positive Relationships with Media

Consistently fostering respectful, mutually beneficial relationships with the media can pay dividends during a crisis. A reservoir of goodwill ensures that your side of the story is heard fairly.

4. Enlist Allies to Amplify Your Message

During her lawsuit, Blake Lively’s allies—including friends, collaborators, and respected voices in the industry—came forward to vouch for her character. This reinforced her credibility and diverted attention from the allegations. Baldoni’s response featured endorsements from charitable organizations he’d worked with, underscoring his commitment to positive change.

Mobilizing credible third-party advocates to support your narrative can significantly enhance your public defense. These allies add authenticity and expand the reach of your message.

5. Monitor Public Sentiment in Real-Time

The legal teams for Lively and Baldoni likely relied heavily on social listening tools to gauge public reaction to each phase of their lawsuits. Staying attuned to the public’s evolving sentiment enables you to refine your messaging and counteract misinformation effectively.

6. Highlight Positive Contributions

Baldoni’s PR strategy involved emphasizing his ongoing philanthropic efforts, reminding the public of his broader contributions beyond the courtroom. While addressing controversies, it’s crucial to remind your audience of your positive impact. This context can provide a counterbalance to negative headlines and maintain your reputation.

7. Know When to Stay Silent

Not every detail of a lawsuit needs to be litigated in the court of public opinion. Both Lively and Baldoni demonstrated restraint by withholding inflammatory comments, focusing instead on carefully constructed statements through their legal teams and PR representatives.

Strategic silence can be more powerful than over-explaining. By avoiding unnecessary engagement, you minimize opportunities for misinterpretation.

The lawsuits involving Blake Lively and Justin Baldoni serve as compelling case studies in the intersection of law and public relations. 

The Lively-Baldoni Legal Battle: A PR War

The entertainment world is all ears as the escalating legal feud between Blake Lively and Justin Baldoni takes more twists and turns. What began as a harassment claims has spiraled into a captivating legal and public relations matter that threatens to leave both careers in disarray.

Baldoni’s recent lawsuit against The New York Times. Filed in response to a December 2024 article detailing Lively’s allegations of harassment, suit accuses the publication of libel, false light invasion of privacy, and other charges. Baldoni’s legal team alleges that the Times not only misrepresented facts but also relied on "cherry-picked" and manipulated communications to craft a narrative damaging to the actor-director’s reputation.

Lively’s initial complaint, filed with the California Civil Rights Department, accuses Baldoni of sexual harassment and defamation. In response, Baldoni has mounted a vigorous defense, denying the allegations and accusing Lively of a "hostile takeover" of their film, It Ends With Us.

This battle is a case study in public perception with reputations on the line, both actors are engaging in strategic media tactics to shape the narrative. Neither star is likely to emerge unscathed. 

What’s Next?

With lawsuits flying in both directions, the timeline for resolution remains uncertain. Whether through trial or settlement, the case is likely to drag on. Baldoni’s team has hinted at additional lawsuits, including one directly against Lively, ensuring that the drama will continue to unfold.

One thing is clear: the entertainment industry is witnessing a cautionary tale of how allegations, media coverage, PR and legal strategies can come together and create a perfect storm of controversy.