PR News presents the winners of its 2010 Legal PR Awards, which recognize excellence in litigation and law firm communications. From media relations to crisis management, these companies set the standard for legal communications. The Legal PR Award winners were honored at PR News’ CSR Awards luncheon on Feb. 24 in Washington, D.C.
Community Relations
Abshire Public Relations
Critical Issues Forum
Abshire’s public relations campaign for its client, law firm Hunter Maclean, did more than increase the firm’s public cognizance. It established the Savannah, Ga.-based law firm as a trenchant part of the community and a leader in both local and national issues. Through its invitation-only Critical Issues Forum, an ongoing speaker series addressing meaningful regional topics, Abshire positioned Hunter Maclean as a forward-looking leader that maintained a deep commitment to the community. A breakfast event, the Critical Issues Forum has generated more than $100,000 in publicity and is seen as a key connecting point for business leaders, local CEOs and political figures. The initiative also sustains Hunter Maclean’s top-of-mind presence with the Forum’s elite audience.
Crisis Management/Response
Rasky Baerlein
Zoo New England: Two Zoos, One Story
Zoo New England had a problem. In July 2009, after the Massachusetts governor had cut the nonprofit’s funding by two-thirds, risking the viability of its two zoos, its CEO launched some controversial, if accurate, remarks that set off a media and political firestorm. In an effort to regain control of the conversation, ZNE commissioned Rasky Baerlein to help quell the torrent within the state capitol and across the editorial pages of regional publications. Through a shift in discussion, the formulation of an articulate action plan and savvy outreach to politicos and the public alike, the communications firm was able to gain control of the dialogue and reorient the perception from controversial to one of clear-eyed necessity. The strategy worked: ZNE’s perception improved and its zoos remained open.
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Media Coverage (Tie)
Holland & Knight LLP
Auto Dealership Closing Opens Doors for Holland & Knight Attorneys
Proving the maxim that one person’s loss is another’s gain, the public relations team at Holland & Knight LLP created an opportunity out of the nationwide auto collapse in early 2009. Positioning its lawyers as thought leaders during the mass dealership closings, Holland & Knight situated itself as an authority on the consequences of the manifold, newly deserted lots. Are there environmental concerns? What zoning issues will arise? In the span of several weeks, after a comprehensive media pitch timed to coincide with General Motors’ announcement of specific closings, interviews with five attorneys appeared in newspapers from the Washington Business Journal to the St. Louis Post-Dispatch. Since then, these attorneys have become go-to sources for real estate expertise.
Hunton & Williams LLP & Jaffe PR
Privacy Practice Gains Major Coverage
They were experts on privacy, but had seen too much of it. Indeed, Hunton & Williams’ Privacy and Information Management Practice and its think tank, the Centre for Information Policy Leadership, began to actively seek publicity in the fall of 2008 behind the strength of Jaffe Associates, which helped position privacy expert Lisa Sotto and the practice itself as key resources for the media. By building relationships with reporters, generating interviews and driving traffic to the company’s new blog, the PR efforts paid off in a big, public way. The group received 75 media mentions in the first year of the campaign, up from an average of 14 in prior years. And Sotto received 30 herself, up from seven.
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Media Events/Conferences
Mayer Brown
Global Financial Markets Initiative Teleconference Series
In the wake of the largest nationwide financial collapse in 70 years, Mayer Brown saw an opportunity to become a leader in helping individuals sort through the resultant financial and legal rubble. So the law firm created the Global Financial Markets Initiative, which brought together lawyers from diverse backgrounds like finance, restructuring, bankruptcy, employee benefits and tax transactions, and subsequently launched a biweekly teleconference series to which it invited a targeted list of reporters. This demonstration of expertise across the firm’s channels has led to the participation of 250 reporters from national, business and trade publications, and more than 300 media interviews.
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Media Relations During Litigation
Hellerman Baretz Communications
HBC Saves Face for Elite Plastic Surgeon
When a renowned New York City-based plastic surgeon called his legal representation at Morrison Cohen LLP to discuss a prevaricated but potentially career-threatening malpractice claim, the law firm turned to Hellerman Baretz Communications. HBC designed an action plan to coordinate with local media interested in running the malpractice story, in which it pitted the surgeon’s unblemished medical record against the patient’s suspect claims. It provided the doctor with media training, urged him to research postoperative communications with the patient and helped draw a denial of the lawsuit. When HBC set up calls with reporters, the doctor and his attorneys were prepared with debunking evidence, including satisfied communications with the client following the surgery.
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Legal PR Blog
Bracewell & Giuliani LLP
Energy Legal Blog
For Bracewell & Guiliani LLP, devoting the time and resources to recalibrate its blog on energy law was an enlivening and, well, energizing project. In the past year, the law firm, which is considered an industry leader on legal and financial practices in the field of energy, expanded the scope of its company blog to cover more than the regulatory issues on which the original blog focused. Now loaded with more vigor, the blog features ramped up content, including videos and links to pertinent meetings, conferences and hearings and a greater ease of use. Thanks to a revamped infrastructure and training for its internal content providers, the 10 attorneys and consultants who contribute posts can do so with great facility. The transfer of energy has been notable, as site traffic has been up and the blog has attracted many new visitors.
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Press Release
NMG Consulting
When law firm Gonzalez & Wermuth PL wanted to expand its services and maximize their client outreach efforts to compete with larger firms, they commissioned NMG Consulting to achieve the results with a minimal budget. Evincing the power of the well-positioned, well-timed press release, NMG identified the target population in the media and scoured lists of legal reporters and their recent articles to hone their efforts. It also recognized the optimal hook: the addition of three new attorneys at the law firm. Through its guided efforts, NMG helped secure a preliminary interview with a reporter from the Miami Herald, which resulted in a story on the front page of the paper’s business section. In all, five additional local outlets covered the firm’s movements.