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.
Law firm communications is structurally behind every other professional-services category on the AI Communications layer. Why the category fell behind, what the four EPR studies in this cluster show, and what the top firms are doing about it.
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.
Four disciplines that drive online success for law firms in 2026: website as anchor asset, partner-level thought leadership, practice-area depth content, and selective paid distribution.
