Is Perkins Coie’s Executive Order Fight a ‘Unique Branding Opportunity’? [The American Lawyer Quotes Gina Rubel]
Law firm Perkins Coie, after being targeted by an executive order from the Trump administration for its past client work, is fighting back via a lawsuit and a public relations campaign. The firm has created a new website tracking developments in the lawsuit, including links to recent media coverage and statements from supporting attorneys general and bar associations.
Furia Rubel CEO & general counsel Gina Rubel weighed in on the benefits of this communications move. “Deploying a microsite focused on the executive order is a brilliant way for Perkins Coie to eliminate propaganda and influence the court of public opinion,” she said. “The firm must share the facts about the firm with the public, especially when supporters of the administration may have control over various press and social media platforms.” She added that the deliberate wording in the URL “sends a strong message.”
Rubel elaborated on the potential opportunities in this crisis. “When a firm is targeted because of its legal work, it could position the firm as a key player in high-profile legal issues; They can become champions for the rule of law, advocacy, and other industry-wide concerns,” she said, adding that “even more profoundly, their proactive response becomes a differentiator, highlighting the firm’s values such as integrity, innovation, ethics, advocating for the industry and client protection… In addition, careful messaging may attract new clients and talent who align with the firm’s stance or expertise.”
“Every law firm is unique, and while this description has been used frequently, an executive order targeting a law firm for representing its clients is unprecedented. So, this situation is unique and high stakes,” Rubel noted.
She also highlighted the firm’s use of the hashtags #WeArePerkinsCoie and #PerkinsCoieProud as “demonstrating their pride in their firm and their work” publicly.
“One thing we would never recommend in these fraught situations is to try to ignore it. There are no safe choices here, only thoughtful ones,” Rubel said. “While no firm wants to be the target of an executive order, if handled correctly, the situation could be turned into a defining moment that strengthens its brand and credibility.”
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