Tom McParland 
Last year, I wrote about the keys to crafting effective PR strategies for law firms around active litigation and case wins. But while compelling narratives are a crucial part of demonstrating attorney expertise, this tactic is only one part of a comprehensive external communications strategy.
Law firms must also be prepared to capitalize on major developments outside of their billed casework, particularly when those events have the potential to impact clients and inject uncertainty into their businesses.
That’s exactly what happened last year when the Federal Trade Commission made the unprecedented move to ban the use of most noncompete employment agreements. At the time, legal and business reporters were scrambling to find credible sources to explain the implications, offer insight and, ideally, deliver commentary that was both informed and forward-looking.
By working proactively with our partners at Archer & Greiner, we were able to position the firm’s attorneys as trusted spokespersons, who provided measured analysis and valuable insight at a moment when the market needed answers. Over months of planned and coordinated outreach, we secured 13 pieces of media coverage in high-value regional, national, and trade publications, including Axios, Bloomberg Law, Law360, the American City Business Journals and IAM.
Let’s take a closer look at this strategy and how it helped Archer stand out in a highly competitive and saturated news environment.
Strategy: Don’t Chase the News, Own It
Maven worked hand-in-hand with Archer to preempt the news cycle by identifying key regulatory and litigation milestones before they occurred. This foresight, combined with Archer’s expertise, allowed us to plan our outreach over the course of nearly a year, anticipating what the news might be at each turn.
Our team then drafted written statements and messaging, which were approved by the firm and ready to be deployed in real time as the news unfolded. The resulting outreach gave reporters fast, authoritative quotes with a clear angle centered on client impact—something editors love, particularly when news is breaking quickly.
By offering relevant, timely, and forward-looking analysis, Archer’s attorneys didn’t just react to the news—they shaped how it was covered.
Execution: Event-Driven, Proactive Outreach
Maven targeted reporters covering each new development in six rounds of strategic media pushes throughout the year. With ready-to-go materials and expert voices in their inboxes, we made it easy for journalists to turn to Archer attorneys for comment, and these multiple touchpoints with reporters also created a rapport that gave Archer a further leg up with the media.
It wasn’t just a one-and-done effort. Maven and Archer implemented a sustained, thoughtful campaign that aligned with the rhythm of the regulatory process and the resulting legal challenges to the FTC’s rule. It also led to longer-tail thought leadership opportunities, like contributed articles assessing the legal landscape after the fog of uncertainty eventually cleared.
Key Takeaways
- Be early, be prepared: Study the playing field and draft expert commentary in advance of key milestones so you can lead, not follow, the conversation.
- Focus on impact: Reporters want analysis that’s not just smart, but meaningful—especially when it helps readers understand how trends affect businesses and individuals.
- Think like a journalist: Offer quotes and context that make a reporter’s job easier. The more usable your content, the more likely it is to get picked up.
- Don’t give up after one push: Thought leadership is built over time. Stick with it through multiple rounds of outreach and updates.
By pairing deep legal expertise with smart PR strategy, law firms like Archer can work with expert communications professionals to transform moments of national interest into long-term opportunities to lead the conversation. And for PR professionals, that’s the ultimate win.
Posted In Media Relations, Professional Services