Firms believe they only get one chance to call attention to lateral partner hires. How the initial splash is handled with clients, as well as internal and external communications, is certainly extremely important. However, maximizing lateral hire announcements should really be viewed as critical kick-off to the overall timeline and success of lateral integration over the first year and beyond.

To ensure the greatest exposure and impact beyond the news of an arrival – and with an eye on long-term client analysis, cross-selling, firm revenue growth and additional tactics – a checklist or a strategic plan to maximize the announcement can help achieve desired coverage.

Timing is everything. Assuming you’ve already drafted your plan for client, internal and external communications, work with your lateral hire before their start date to have their bio and press announcement ready to go. If you cannot get a formal headshot in time, most publications will accept a headshot taken from a phone. International firms in particular have a “leak problem” with non-U.S. press, so controlling the message may be difficult. You want to announce lateral hires at strategic times to maximize visibility, so avoid late-in-the-day or Friday releases. Additionally, do not expect desirable coverage if you wait weeks to make an announcement. If possible, align announcements with key industry events, such as conferences or major legislative updates, to tap into existing conversations and draw attention to the firm’s growth and expertise.

Competition for news coverage. In 2024, the Am Law 200 firms hired more than12,000 attorneys at all levels, according to a report published by Firm Prospects LLC. Publications generally only focus on partner-to-partner moves, however, the report states that 2,728 moves (about 52 per week) were made among the 200 firms, with the top 50 firms accounting for nearly one-third of those moves. Lateral hires spiked in the third quarter and were at a low in the fourth quarter. Because of all this activity, space continues to be at a premium and competition for that space is fierce, even with most news outlets primarily publishing in digital/online formats.

Be thoughtful about possible “exclusives.” Because of that competition and the fact that not all laterals will merit an individual story in legal or industry publications, a simple call to a publication to confidentially discuss the lateral and their merits for an article is a best practice. The publication will generally request that the release is not sent to a broader audience until it has published its article. Journalists can be trusted to work with you on an embargo in advance of interviews and timing for the release.

Target media list may not be what you’d expect. You should target publications based on what the buyers of your lateral’s services actually read. Many corporate attorneys – such as those who focus on private equity, hedge funds or real estate finance – do not have other lawyers as clients. Therefore, you may want to target industry publications as a first option and then include legal publications to show the legal industry your firm’s growth. Should you choose to send the release to a broad media list, it is still recommended to include a note above the release reinforcing the day of arrival and the availability of the lateral for interviews. If you do not wish to name the lateral’s previous firm in the body of the press release, you should include it in the note. Legal publications track moves from major firms, and failure to include this information will NOT keep it out of an article; it will simply result in a phone call from the publication to ask the question, potentially delaying publication.

Tie to government/industry developments/current affairs. Leverage relevant government initiatives, regulatory changes, major case rulings or current affairs in the news to highlight how your new hires strengthen the firm’s capacity to address these evolving challenges. This shows your firm is always one step ahead and ready to meet new demands. As we have recently undergone a change in presidential administrations, there will be a significant number of laterals moving from the government sector, and you can position them for future press opportunities with a strong announcement and introductions to key media.

Group laterals for greater impact. Consider bundling multiple lateral hires into one announcement to create a more significant impact. Grouping hires by practice area or strategic focus (e.g., corporate, IP or regulatory) underscores the firm’s growing strength in those areas, making the announcement more newsworthy. When announcing office openings with a large group of attorneys, select key attorneys for interviews and provide a short summary of each lateral in the press release. As much as you might like to get attention for an associate or counsel hire, it will be difficult to get coverage unless the lateral is a significant in-house counsel or government hire. You may get coverage by grouping nonpartners as part of a group hire or new office announcement.

Link lateral hires to firm strategy. Demonstrate how each lateral hire aligns with your firm’s long-term strategic goals. Whether you’re expanding into a new market, building expertise in a niche industry area or boosting the firm’s diversity, showing the strategic reasoning behind each hire reinforces the firm’s forward-thinking approach. Be sure to show trends in the announcements, such as other recent hires or statistics about growth. Along those lines, arm yourself with a list of trend stories and seek background interviews for your lateral(s) with your favorite industry sector reporters.

Highlight unique strengths or expertise. Go beyond just listing qualifications – highlight each lateral’s distinctive contributions, such as a track record of high-profile cases (as allowed by clients), industry awards or specialized knowledge. This not only creates buzz but also positions your firm as a leader in key areas of practice. You can also use this to announce to clients and future clients how the lateral enhances your firm’s offerings. Prepare your lateral for questions about client names in interviews and ensure there is a plan in place to answer these questions based on client wishes.

Social media. Coordinate your social media announcements with the timing of your main press release. Ensure everyone is on board with timing, including the lateral and key players, so they can share the announcement, and be sure to caution everyone not to preempt the main announcement.

Remember that graphics make a social media post stand out. For top laterals, consider using an “I’ve moved” video to enhance or reinforce the announcement. Short (90-second) videos are easy to film and edit on various computer programs or phones and are usually well received on social media.

Using the press release as part of the lateral’s business plan. Preparing an email for the lateral to distribute that includes a link to the release, possibly a pullout statement and the lateral’s contact information, is a good practice and a conversation starter for the lateral when reaching out to various clients and contacts.

“A best practice for attorneys at all levels is to reach out to contacts, clients and inactive clients at least four times a year,” said Silvia Coulter, principal and chair of the business development practice at LawVision. “A press release is a key piece collateral that is a must share with these groups. This also is an excellent opportunity for a personal note highlighting the lateral’s new firm and potential additional offerings while building internal good will at the firm.”

Odds and ends. Definitely have a media training prep call with your lateral to discuss potential questions on why they made the move and ensure their responses on how they fit into your firm align with firm strategy. Be sure to include a quote from firm or practice area leadership. Consider having a client or other outside leaders ready to serve as additional sources for comment. Given the sheer volume of announcements from firms and the shrinking size of newsrooms, many publications will simply cut and paste from the release or, in some instances, post the release as is if it meets Associated Press style.

Beth Huffman, a vice president at Poston Communications, has more than 40 years of experience in communications, media and marketing. She has spent the last two decades helping major law firms, legal organizations and their global clients create strategic narratives that elevated their reputations and work.

Reprinted with permission from the March 18, 2025 edition of The Legal Intelligencer © 2025 ALM Media Properties, LLC. All rights reserved. Further duplication without permission is prohibited, contact 877-257-3382 or reprints@alm.com.