Littler Mendelson

Littler Mendelson is the largest law firm in the United States devoted exclusively to employment and labor law. Littler hired Formula to launch a national public relations campaign aimed at raising the firm’s profile among key target audiences in order to build brand awareness and consistently win more complex business.

Challenges:

• Promoting an organization that historically is not marketing-centric
• Due to client confidentiality, there was very limited access to Littler’s impressive client roster, firm wins and milestone cases for generating media interest
• Limited awareness of firm’s specialty practice areas such as wage and hour, employee benefits, health care and class action avoidance, among others
• Limited visibility as the largest national employment and labor law firm

Strategy:

• Develop a PR program that strengthens the firm’s image and brand awareness among national Fortune 500 employers with an emphasis on the markets in which Littler’s 43 offices reside
• Launch an aggressive media relations campaign targeting national and regional business media, industry trade press (human resource and law), and major dailies
• Position Littler’s attorneys and specific practice area leaders as expert legal resources on workplace and labor related issues and laws
• Support local market media relations efforts designed to raise the profile of regional attorneys and their particular areas of expertise
• Leverage breaking employment related news to develop extensive trend pieces, media alerts, tips for employers, bylined articles and speaking topics on behalf of Littler

Results:

• Press releases, media advisories and pitches on timely, national workplace issues yielded coverage including expert commentary from Litter’s attorneys in top-tier publications such as The Wall Street Journal, BusinessWeek, TIME, The New York Times, and Entrepreneu
• Drafted and placed bylined articles positioning Littler Mendelson attorneys as leading experts on specialized employment issues in trade publications including Corporate Counselor, Human Resources Executive, The National Law Journal, For the Defense, HR News and HR Magazine
• In total, Formula’s media relations campaign generated 168 placements, equating to more than 203 million gross impressions and $1.1 million in ad value (a 5-to-1 return on investment)

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