Management of Press Relations for an American Business Law Firm – 25 Partners and 70 Lawyers

Challenge

• Establishing and highlighting the firm’s recognized expertise through strong partnerships in each practice.
• Maintaining a constant engagement of the partners, conducive to the realization of quality press opportunities.

Provided solutions

Implementation of a medium-term media strategy (4 years), in support of the firm’s business development. This strategy included two objectives:

• Quantitative increase in press coverage across all areas of the firm’s expertise.
• Qualitative increase in press coverage and visibility of all the firm’s key expertise in the economic, general and legal press (daily newspapers, news magazines, TV, and radio).

This strategy involved a preliminary phase, namely:

• Media training of the firm’s “spokespeople” lawyers to accurately address the specific expectations of journalists.
• Creation of a privileged relationship with these same partners and key journalists in the economic, legal, and sectoral press.

Highlights

• Management of a crisis situation and implementation of a media action plan to protect the firm’s reputation.
• Organization and management of a strategic media plan to support the new partners’ arrivals at a sustained pace over several months.

Achieved results/outcomes :

• The number of press mentions in the French media increased from 155 to 203 in the first year, reaching a total of 248 in 2021 and 425 in 2022.
• A large number of partners established trusted relationships with journalists. The firm’s reputation in its main activities is perfectly managed.
• The firm’s corporate news is more dynamic, well-honed, and attracts significant attention from the main legal media.

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