Case Studies
Creating a Media Presence for a Leading Practice
The Background:
Our client, a Washington, D.C.-based practice focusing on climate change and environmental law, belonged to one of the oldest and largest firms in the nation. It advised some of the U.S.’s biggest companies on issues affecting their use of air and water and had a reputation among clients and the legal community as a leader in environmental and climate change law. But although their strong experience in litigation, regulatory and policy monitoring, trade issues and lobbying was well known, their media profile was unimpressive.
A More Effective Solution to a Legal Marketing Problem:
We raised visibility of the practice through strategic media placements in national and international media outlets, as well as key trade and legal publications. Working alongside the practice group head, we identified several attorneys across the varied aspects of the practice to act as key spokespeople on timely issues. Background briefings connected these spokespeople with reporters seeking climate change and environmental legal analysis. Following the initial introductions, we stayed in touch with these reporters and when breaking news hit, we offered our clients’ attorneys as sources. We also sought out rankings opportunities that showcased the breadth and depth of the practice, and nominated the practice and select attorneys for these accolades as they came up.
Exceptional Public Reputation Management Results:
As a result, many of the reporters we arranged background briefings with remained in close contact with practice group attorneys, calling them regularly for commentary and analysis on breaking news. The attorneys developed reputations among reporters as go-to sources in their respective practice areas, greatly increasing their visibility among media. Additionally, the group was quite successful in rankings for its climate change and environmental work. We wrote several winning nominations for the group and various attorneys, including “Environmental Group of the Year” and “Rising Star” in environmental law.