Next Gen Lawyers

Challenge

For nearly 50 years, Paley Rothman’s business practices were an engine behind fast-growing Montgomery County, Maryland. Clients praised the firm for its “Paley Perspective.” In mid-2018, Paley Rothman approached Eleanor Kerlow PR to help broaden awareness of its family law practice, to fortify the Paley Perspective brand, and to publicize anticipated expansion.

Strategy

Eleanor Kerlow PR prepared a multi-pronged media relations strategy focusing on deepening relationships with regional magazines, introducing partners in the family practice to local broadcast media, and maintaining a presence in standard legal media outlets.

As Eleanor Kerlow PR began working with Paley Rothman, then family law co-chair Tracey Coates was putting the finishing touches on her new podcast, “The Divorce Chronicles.” Eleanor Kerlow PR quickly moved to announce the launch of The Divorce Chronicles and began targeting local media to cover timely family topics such as divorce and the holidays, and Valentine’s Day and the rise of prenuptial agreements.

Impact

In just over a year, Eleanor Kerlow PR secured Coates feature placement in Washingtonian magazine’s Top Lawyers issue and secured seven radio and television appearances for Coates and her then family law co-chair Carlos Lastra. These features were a first for the firm.

During this time, Eleanor Kerlow PR handled media for Paley Rothman’s announcement that it was hiring employment law attorneys and expanding into Northern Virginia, adding several lawyers with a focus on LGBTQ issues in family law and litigation. This high-profile addition resulted in a feature Q&A in Washington’s leading LGBTQ newspaper, the Blade.

Eleanor Kerlow PR also shaped content for the firm’s social media, embedded the Paley Perspective into advertising, showcased new top attorney rankings, and gained several interviews in legal media.

Key coverage for Paley Rothman, its family law practice, and The Divorce Chronicles podcast, now The Tracey Coates Show, included: Washingtonian, Bethesda Magazine, The Daily Record, Washington Blade, WUSA9’s Great Day Washington; Fox5’s Good Day DC, WJLA-TV’s Good Morning Washington, Majic102.3’s “Just Like Us,” as well as Korea Broadcasting’s “In-depth 60 Minutes,” and Law360.

Eleanor Kerlow PR’s strategy helped Paley Rothman recruit talent, gain business opportunities, affirm the Paley Perspective brand, and enhance the family law co-chairs’ influence.

Eleanor Kerlow PR assisted Paley Rothman on strategic counsel, new campaigns for additional practices and attorneys, video appearance and interview preparation, speaking and article development, and social media.

During the Covid-19 pandemic, Eleanor Kerlow PR worked with Paley Rothman attorneys to leverage thought leadership and secure media placements regarding fast-evolving employment, small business, insurance recovery, and litigation issues. Placements have included TV coverage, article placement, and media commentary in Law360, Bloomberg Law, SHRM.org, The Wall Street Journal, The Washington Post, among others.