Rebranding a Major Firm…And Getting Business
When a national law firm wanted to enhance its reputation for targeted transactional areas of business, we implemented an integrated public relations campaign to help the firm promote individual practice groups, star attorneys and strategic business units focused on vertical markets. We kicked off the program by creating, and then maintaining, a continuing buzz in the business press about the firm’s growth, refocusing efforts, mergers and acquisitions. We also identified niche media opportunities (e.g. authored articles, expert source quotes, speaking engagements and seminars) to make the firm’s services and attorneys better known to specific industries and decision makers. Generating more than 500 media stories and promotional opportunities in the first 12 months of the campaign, we helped open doors to requests for legal services in new markets.