Who actually runs litigation PR, what it costs ($15K-$200K+/mo), how general counsel select a firm, and how BigLaw shows up inside the AI answers that now precede every shortlist.
Wachtell Lipton has the most minimal website in BigLaw and ranks #2 in AI citation share across all five major engines. The lesson every communications team should read.
Ten law firm publicity campaigns — Cellino & Barnes, Jamie Casino's Super Bowl spot, the Texas Law Hawk, Addleshaw Goddard's Perfect Harmony — and how each now generates Citation Share inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.
From the 2024 generic pitch to the 2026 Big Law marketing case file — Latham & Watkins's 3,400 attorneys, $6B+ revenue, five-channel marketing architecture, Greentarget and the PR-firm cohort, and the AI engine citation layer above.
