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Nutter McClennen & Fish
Overview
One of Boston's oldest law firms, Nutter McClennen & Fish boasts a diverse practice in a wide range of U.S. and international law, including business, healthcare, intellectual property, litigation, trust and estates, among many others. Co-founded by Louis D. Brandeis, the future U.S. Supreme Court Justice in 1879, the firm today is ranked among the top 250 firms in the country by the National Law Journal. Nutter hired Denterlein Worldwide to update its image as part of its strategic planning process.
Objective
Nutter sought to launch a new corporate imaging campaign based on the firm's longstanding positive image, while also positioning the firm's lawyers as leaders in the fast-paced global marketplace. An increased presence in both the mainstream and trade media remained a top priority for an enhanced image as a thought leader in the firm's key practice areas.
Strategy
Strong media relations, with an emphasis on proactive and regular outreach to a wide array of media outlets, became a key focus of our communications plan. Based on interviews with Nutter's legal team and a keen eye toward the interests of both trade and general interest reporters, Denterlein Worldwide identified major industry trends and offered Nutter attorneys as expert sources. Denterlein also cross-referenced Nutter's client work with new trends and breaking news to further identify and anticipate media opportunities. In an effort to promote Nutter's key practice areas, Denterlein implemented a series of mini-campaigns to elevate the profile of Nutter attorneys and reach a number of prospective clients.
Outcome
In the past five years, Denterlein Worldwide has more than doubled the firm's media placements by successfully sourcing Nutter attorneys on a wide range of issues, including intellectual law, land use, corporate governance, bio-tech and bankruptcy. As a result, Nutter attorneys have appeared in many local and national media outlets, including NewsWeek, Business Week Online, MSNBC.com, International Herald Tribune, National Law Journal, National Public Radio, New England Cable News, WBZ-TV4, WGBH-TV2, Boston Globe, Boston Herald, Boston Business Journal, Mass High Tech, Corporate Council, New England In-House and Pharmaceutical Executive.
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