Reputation, Risk and Rules: The Reliable Way to Enhance Your Law Firm Brand Ethically

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Reputation, Risk and Rules: The Reliable Way to Enhance Your Law Firm Brand Ethically

Program Originally Presented Tuesday, March 31, 2026

In an increasingly competitive legal marketplace, midsize law firms must be intentional about how they present themselves. Branding, marketing, and reputation management are no longer optional and must be approached through the lens of professional responsibility.

This ethics-focused CLE provides practical guidance on how midsize firms can build and strengthen their professional brand without creating unnecessary risk. It addresses how lawyers and firm leaders can actively shape firm and attorney messaging and public presence while remaining compliant with the rules governing confidentiality, trial publicity, advertising, and communications about legal services. The program examines how firm identity, differentiation, and personalization intersect with ethical obligations—and how missteps can expose firms to disciplinary, reputational, and business risk.

Participants will learn how to:

• Effectively and ethically articulate a firm’s value proposition
• Differentiate their practice in a competitive legal marketplace
• Align firm culture, lawyer conduct, and leadership behavior with external messaging and public communications
• Carefully address controversial issues in today’s environment
• Identify and avoid common ethical pitfalls in communications

Highlighting the following applicable rules:

• Rule 1.6 – Confidentiality of Information
• Rule 3.6 – Trial Publicity
• Rule 7.1 – Communications About Legal Services
• Rule 7.2 – Advertising & Public Communications

The program is designed to be highly practical, offering concrete tools and frameworks that firms can implement immediately, while ensuring that all branding and communications strategies are grounded in ethical and regulatory best practices.

Featured Speaker:
Gina Rubel, Esq. (She/Her/Hers)
CEO & General Counsel | COLPM Fellow
Public Relations, Crisis Communications, Marketing & Comms Training
Furia Rubel Communications, Inc.

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