NUTTER McCLENNEN & FISH LLP
Creating a Visible Legal Brand in the Midst of a Crowded Field

With offices in Boston and Hyannis, Nutter McClennen & Fish is one of the oldest law firms in New England. Its 170 lawyers have a diverse practice in U.S. and international law, including business, intellectual property, litigation, real estate and finance, healthcare, labor and employment, tax, and trusts and estates. Unlike many of its competitors, however, Nutter had never undertaken public relations efforts before, and as a result, its imprint on the Boston consumer and business media was minimal.

After deciding to spotlight selected practice areas as a more effective way to showcase the firm, attorneys to promote as spokespeople were identified, as were cases and clients that would appeal to the media. An integrated communications campaign was then launched, showcasing Nutter partners as thought leaders. For each succeeding year of the six-year engagement, the activity was ratcheted up by showcasing a new practice area, leveraging breaking news, and being proactive and creative in finding and developing new story angles.

After just one year, a diverse group of attorneys were positioned in feature stories, while news releases generated dozens of placements for the firm in local and national newspapers and trade publications, including The Boston Globe, Boston Business Journal, Banker & Tradesman and National Law Journal. Media coverage increased each year, including seven national broadcast appearances over one seven month period, the firm's first-ever experience with national broadcast coverage. Individual partners reported receiving an elevated number of inquiries, and the firm as a whole became a more widely known player in its various areas of concentration.

This case history describes a program created by the principals and senior staff of Solomon McCown & Company while we were members of a prior agency co-founded and managed by Helene Solomon.