Tom Ciesielka: Building a Strong Legal Reputation Through Public Relations

BE THAT LAWYER

In this episode, Steve Fretzin and Tom Ciesielka discuss:

• The role of public relations and reputation management in the legal industry
• The importance of media visibility and thought leadership for lawyers
• Balancing legal ethics, confidentiality, and public exposure in marketing
• The impact of social media on modern public relations strategies

Key Takeaways:

• Media outlets prioritize availability and recognition over legal expertise—being well-known and responsive is often more important than having the best case results.
• Lawyers should integrate the PESO model (Paid, Earned, Shared, and Owned media) into their marketing strategy to create a balanced and effective public presence.
• Addressing negative media coverage should be handled with a focus on advocacy, emphasizing key legal issues and potential next steps rather than becoming defensive.
• Thought leadership and PR require a long-term commitment—lawyers should expect a minimum six-month investment before seeing meaningful results in recognition and business growth.

"Your first obligation is to your client, not to publicizing your firm. That’s just the reality of it." — Tom Ciesielka

Got a challenge growing your law practice? Email me at [email protected] with your toughest question, and I'll answer it live on the show—anonymously, just using your first name!

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/

Episode References:

LawHer Podcast by Sonya Palmer: https://podcasts.apple.com/us/podcast/lawher/id1599413853

Personal Injury Mastermind Conference (PIMCON), October 5–8, 2025 in Scottsdale, Arizona: https://www.pimcon.org/

The 1-Page Marketing Plan by Allan Dib: https://www.amazon.com/1-Page-Marketing-Plan-Customers-Money/dp/1989025013/

About Tom Ciesielka: Tom Ciesielka, President of TC Public Relations, has over 25 years of experience in public relations, marketing, and business development. He helps clients manage their reputation through crisis communications, thought leadership, and media coverage in outlets like The Wall Street Journal, CNN, NPR, and Fox News. Before founding TC Public Relations, he worked in film sales—representing Paramount, MGM, and New Line Cinema—and as marketing director for the Museum of Broadcast Communications. Originally from Philadelphia, he built his firm in Chicago on integrity, strategy, and innovation. Now in its third decade, TC Public Relations continues to refine media strategies that elevate client visibility.

Connect with Tom Ciesielka:

Website: https://tcpr.net/

LinkedIn: https://www.linkedin.com/in/thomasciesielka/

Twitter: https://x.com/Tomciesielka

Instagram: https://www.instagram.com/tcpublicrelations/

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