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Publicizing Good News in a Bad Economy
The Background:
An AmLaw 100 firm is fortunate enough to have a bit of positive law firm news to publicize in the down economy, as an increase in client work has necessitated asking a number of previously deferred first-year associates to begin work early
The Strategic Legal Reputation Management Opportunity:
The firm wants to publicize its news, which demonstrates the firm’s strength in the legal marketplace, but wishes to do so tactfully, mindful that their clients and other law firms may not be faring as well in the current recession.
A More Effective Solution to a Legal Marketing Problem:
Jaffe PR devises a strategy for the firm very similar to that which it would employ in a crisis situation, to ensure that the good news does not go awry. The only communication between the firm and the media will be a brief, carefully crafted statement delivered to a select pool of legal and business reporters. The firm will not “shout its news from the rooftops” and in fact, it will grant no interviews to any reporter. This distribution method, combined with a low-key statement that emphasizes that the firm feels “fortunate to be in the position in which it was,” aims to play extremely well in the media and avoid any backlash.
Exceptional Public Reputation Management Results:
Jaffe PR generates positive media coverage for the firm in all of its targeted publications, including the Chicago Tribune, ABA Journal, Law 360, Chicago Daily Law Bulletin, and even legal gossip blog, Above the Law.