Legal tech companies and law firms should know four ABA rules before publishing thought leadership: Rule 7.1 bars false or misleading communications, Rule 7.2(d) requires a responsible lawyer or firm to be named, specialist claims are restricted, and state rules vary. Pitch legal trade outlets with a clear argument, evidence and a named lawyer who has approved every word.
By Ronn Torossian. Last updated: November 14, 2026. This is communications guidance, not legal advice, and a firm's ethics counsel or general counsel should clear any public claim under the rules of the relevant state. Rule summaries come from the publishers named below. The wording examples and plan are hypothetical.
Why is thought leadership different for lawyers and legal tech?
Thought leadership is different for lawyers because professional conduct rules govern what a lawyer may say about their services. Legal tech companies are not lawyers, but their customers are, and a customer lawyer quoted in a case study is making a communication about their own services.
FirstLegal's summary notes that the ABA rule now allows a lawyer to communicate information about their services through any media, so any external communication a firm makes falls under the advertising rules. It poses the question many firms ask: does a thought-leadership article about a lawyer's experience on a specific topic count? Treat it as if it does.
What do the ABA rules require?
The ABA Model Rules require truthful, non-misleading communications and add a few specific duties. The rules are a model, and each state adopts its own version, so a firm must check its jurisdiction.
- Rule 7.1. As quoted in an ABA GPSolo article, a lawyer shall not make a false or misleading communication about the lawyer or the lawyer's services. ABA's Law Practice Today also notes that omissions can mislead.
- Rule 7.2(d). The same GPSolo article quotes the requirement that a communication include the name and contact information of at least one lawyer or law firm responsible for its content.
- Specialist claims. Hennessey's summary of Rule 7.2 notes that a lawyer shall not state or imply certification as a specialist in a field of law, except in specified cases.
- State variation. Hennessey adds that most state rules align with the ABA's but can differ in interpretation and application because of local requirements.
The ABA's own LinkedIn guidance adds a helpful point: none of the Model Rules inhibits a lawyer's use of LinkedIn for visibility and thought leadership. The rules limit how you speak, not whether you speak.
How can you phrase claims more safely?
Safer phrasing replaces superlatives and guarantees with facts that a reader can check. The table gives hypothetical examples of risky statements and safer versions. It is a drafting aid, and the firm's ethics counsel should confirm each version for the relevant state.
| Risky statement | Concern | Safer version |
|---|---|---|
| "We are the best litigation firm in the region." | A superlative that cannot be verified | "Our litigation group has handled 40 trade secret matters since 2021." |
| "Our clients always win." | An implied guarantee of results | "Recent matters are listed here. Past results do not guarantee a similar outcome." |
| "Our AI tool eliminates review errors." | An absolute claim about a product | "In a test of 5,000 documents, reviewers caught 12% more errors with the tool than without it, and a lawyer reviewed every flagged item." |
| "Our lawyers are certified specialists in IP." | A specialist claim that may be restricted | "Our IP lawyers have practiced in patent litigation for over 10 years." (confirm the facts) |
Which outlets take legal thought leadership?
Legal trade outlets, bar publications and business media each take different kinds of pieces. The lists below come from vendors that sell PR services, so treat them as starting points and read each outlet's current guidelines.
| Source | Outlets it names |
|---|---|
| The PR Summit, law-firm page | Above the Law, Law360, ABA Journal, The American Lawyer, Bloomberg Law, Reuters Legal, and business titles such as the Wall Street Journal and Forbes |
| AuthorityTech, legal tech page | Law.com, Above the Law, Legal Dive and Legaltech News, described as building domain credibility with legal professionals |
Which outlet fits depends on the reader. A legal tech company selling to law firm operations leaders will look at technology-focused legal media. A litigation boutique wanting general counsel to find it will look at litigation-focused and business outlets. The guide to B2B tech trade press covers how trade reporters think about technology stories.
Who should write the article?
The lawyer whose name is on the piece should write it or substantively shape and approve it. A LexBlog article warns that lawyers sometimes sign their names to articles in a way that gives the impression they are also the writer, and notes that under Rule 7.1 a lawyer must not mislead the public about their services.
A PR firm or an in-house writer can draft, but the attorney must own the argument, check every legal statement and approve the final text. The same is true for the executive bylines described in the guide to executive bylines and contributed articles. Ghostwriting is common, and honesty about authorship is part of professional credibility.
What does a legal thought leadership pitch look like?
A legal thought leadership pitch names a specific question, an answer and the lawyer's basis for it. Editors at legal outlets see many generic pitches, so a concrete angle helps.
Illustrative example: a fictional litigation partner pitches an article on how courts have treated a new category of electronic evidence. The synopsis states the question, summarizes three decisions the partner has read, offers a view on what practitioners should do next and attaches her biography. It makes no claim about her results. The pitch gives the editor a piece of analysis, which is what legal readers want.
For the pitch process, see how to get an op-ed placed and the guide to pitching a trade publication, and for the plan behind it see executive thought leadership. For a similar plan in another vertical, see thought leadership PR for HR tech.
What does a 90 day plan look like?
A 90 day plan builds a compliance check into every step, then adds visibility. The plan is hypothetical, for a fictional legal tech company with a customer law firm willing to be quoted.
| Days | Work | Output |
|---|---|---|
| 1 to 30 | Write a claims checklist; have ethics counsel review it; gather a test result and a customer quote; list five outlets | Approved checklist, proof file and target list |
| 31 to 60 | Draft one article with a named lawyer; clear every claim; pitch two outlets with a synopsis | Cleared draft and two pitches sent |
| 61 to 90 | Edit with the first outlet; publish; repurpose on LinkedIn after any waiting period; pitch a second angle | One article live and a second in progress |
What should happen if a statement draws a complaint?
If a statement draws a complaint, the firm should preserve the record, involve counsel and correct the statement quickly. A public correction that is accurate and prompt limits the damage. Keep a log of who approved each public claim, so you can show the process. The crisis communications hub and the guide to litigation PR cover how to speak while a matter is open.
How do you choose and price a PR partner?
Choose a PR partner that understands lawyer advertising rules and will work with your ethics counsel. Ask how the firm handles claims review, authorship and client confidentiality. For selection, see the guide to choosing a PR firm, and for pricing see tech PR pricing. A firm that cannot explain Rule 7.1 in plain terms is not ready for this work.
Frequently asked questions
Does a thought leadership article count as lawyer advertising?
It can. FirstLegal's summary notes that the ABA rule covers communications about a lawyer's services through any media, so treat articles, posts and bylines as covered and have ethics counsel confirm for your state.
Can lawyers use LinkedIn for thought leadership?
Yes. The ABA's guidance says none of the Model Rules inhibits a lawyer's use of LinkedIn for visibility and thought leadership, though the truthfulness rules still apply.
Can a lawyer sign an article that a PR firm drafted?
Often yes, if the lawyer shapes, checks and approves it and the byline is not misleading. A LexBlog article cautions against creating a false impression of authorship.
Can a legal tech company quote a customer law firm?
Yes, with the firm's approval. The customer's statements about their own services fall under their professional rules, so ask them to clear the quote with their own ethics counsel.
Which legal outlets should I target first?
Start with the one your buyer reads. Vendor lists name Above the Law, Law360, ABA Journal, Law.com, Legal Dive and Legaltech News, but check each outlet's current guidelines.
Write a one-page claims checklist this week, have ethics counsel approve it, and use it before any article, post or quote goes out.