Our approach
Firms do things worth talking about all the time. New partners, new offices, wins for clients, awards, mergers. The firms with the strongest reputations treat each one as a chance to build that reputation further, in front of clients, prospects, referrers, and talent.
-
The firms that stay quiet pay for it
A lateral hire nobody hears about, an award that goes unmentioned, a deal closed in silence. Every unmade announcement is reputation left on the table, while the firms that tell their story well stay front of mind.
-
The audience is your network, not just the press
Many firms treat communications as chasing media coverage. For a relationship-driven firm, the people who matter are the clients, referrers, prospects, and talent who already know you. The job is to reach them, in the publications they read and the inboxes they open, not to win headlines for their own sake.
-
One event, more than one story
A win for a client is news on the day and proof for years. We get the announcement out while it's fresh, then mine the same matter for the case study and content that keep working long after. Many firms do one and forget the other.
What we do
The announcements and communications that keep the firm visible to its network, written well and placed where the right people will see them.
-
Firm news and announcements
- New partners, lateral appointments, and new teams.
- Promotions and graduate admissions.
- Exiting partners and teams, handled with care.
- Office moves, new offices, and new jurisdictions.
- Mergers and acquisitions, local and international.
- Rebranding, renaming, and new brands for different service lines.
- New service offerings, practice areas, products, and platforms.
- Firm anniversaries and milestones.
- Membership of legal networks and the standing that comes with it.
-
Client wins and outcomes
- Announcements of large or significant deals and matters.
- Notable outcomes you've won for clients, framed for the network rather than the casebook.
- Coordination with the Content capability where a win becomes a fuller case study.
-
Awards and rankings
- The legal directory seasons: Chambers, Doyle's, Legal 500 and the rest.
- Submissions managed properly, then the wins announced once they land.
- Industry and business awards worth entering, and worth telling people about.
-
Seasonal and relationship moments
- Seasonal and cultural moments that matter to your clients and referrers.
- The communications that keep relationships warm between matters.
- The small, regular touches that say the firm is paying attention.
-
How the news gets made
- Written announcements and releases for the everyday news.
- Videos and podcasts, or a microsite when a launch or milestone earns it.
- Print and online advertising for the announcements worth putting spend behind.
- Everything designed and produced to look like the firm.
-
Distribution and internal comms
- Distribution to the press, legal publications, and the industry publications where your clients and referrers are.
- Placement in the right outlets, not a blast to every list we can find.
- Internal communications, so the firm hears its own news before the market does.
How we deliver it
Communications work happens inside an engagement model. Most firms come to us through one of these.
-
Fractional CMO & team
Ongoing communications as part of the firm's marketing function. Announcements, awards seasons, internal comms, and a steady rhythm of news, all handled without anyone in the firm having to chase it. Best for firms that want their news told consistently, not just when someone remembers.
-
Projects, campaigns & tasks
A single announcement or campaign delivered end to end. A merger launch, a rebrand rollout, a new office, an awards submission. Best for firms with their own marketing function who need one piece of news handled properly.
-
Strategy & advisory
When the question is what to announce and how, before any single release goes out. A communications plan around a merger, a rebrand, or a year of awards seasons. Best for firms facing a significant moment that needs thinking through first.
-
How does our law firm get started with publishing marketing communications?
Most firms come in one of three ways. If you want it run consistently, announcements, awards seasons, internal comms, and a steady rhythm of news, that sits inside a fractional engagement, handled without anyone in the firm having to chase it. If it's a single piece, a merger launch, a rebrand rollout, a new office, that's a project or campaign delivered end to end. And if there's a significant moment to think through first, what to announce and how, around a merger or a year of awards seasons, that's a strategy engagement before any release goes out. Not sure which fits? Start with a conversation and we'll point you to the right one.
-
Do we have enough news to bother?
Almost certainly more than you think. Most firms sit on announcements they never make: a quiet lateral hire, an award nobody mentioned, a deal that closed without a word. Part of the work is spotting the news you already have and deciding what's worth telling. You don't need to manufacture stories. You need to stop letting the real ones pass unremarked.
-
What do you need from us to make this work?
For us to announce something, we have to know it's happening. The firms that get the most from comms tell us early: the lateral hire before they start, the deal as it closes, the award the week the submission opens. Set up well, that becomes a habit rather than a chase, and someone inside the firm owning that flow is the difference between news that lands while it's fresh and news that surfaces a fortnight late.
-
Where do our announcements actually go?
Wherever your referrers and clients are looking. Sometimes that's the mainstream press, but more often it's the legal directories, the industry publications, and the firm's own channels: the website, email, LinkedIn. A partner promotion rarely earns a run in the national media, and chasing it usually isn't worth the effort. Reaching the few hundred referrers who'd be glad to hear the firm is growing almost always is. We place news where it does work, not where it looks impressive.
-
Can you handle the awards and directory submissions?
The announcement, yes. The submissions themselves we don't do, but we can point you to several people who are genuinely expert at it, the Chambers and Legal 500 seasons reward firms that prepare properly and punish the ones who scramble at the deadline, so it's worth using someone who knows the process. Once a win lands, we make sure it gets announced.
-
Do you only write, or do you produce the bigger announcements too?
Both. Everyday news is written: a release, an email, a post. But a merger, a rebrand, or a major launch often earns more than text, so we produce video, a podcast, a microsite, or an ad campaign when the moment justifies it, coordinated with design support and video & podcasts. We match the format to the size of the news.
-
Isn't this the same as content?
The two work together, but they're different jobs. Communications is the announcement: you've hired a partner, won a deal, opened an office, and the network needs to hear about it. Content is the deeper work that proves expertise over time, the article, the case study, the thought leadership. A client win shows the split. Announcing it is communications. The story of how you won it is a case study, and it lives on the content page. We do both, and we coordinate them, so the news works the day it breaks and the deeper content keeps working long after.