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How are law firms with strong brands


DUSSELDORF. Before Klaus Görg the Arcandor mandate received in June, the firm excels with insolvencies and restructurings struck only once in the press – after 189-times.

This follows the new IHT study on the public relations of the leading law firms, together with the media analysis agency Landau Media from Berlin and PR consultancy office figures from Hamburg. The study has now been created for the fifth time.

Were evaluated in the 19 major German newspapers and magazines such as "FAZ", "Süddeutsche Zeitung", "world", "Financial Times Germany", Handelsblatt, Die Zeit, Der Spiegel, Stern, "Business Week" and "Capital" . The media covered Observer editorial articles in which appears a chancery name as well as guest commentaries from the pen of lawyers. The basis of the law firms surveyed was there, the current "Juve" ranking of the top 50 most prestigious law firms. The investigated period was between early September 2008 and the end of August 2009.

The study in detail: All of a sudden the name was Görg from June 2009 up and down the famous all over the country. Although he already was one of the top 50 names in Germany, but there was more settled in the midfield. "Light shape", "eminence grise and tough crisis manager" or "For the peace in the chaos in charge" were the plethora of headlines. Critical notes on Image and bruises followed later, could not be saved than in the autumn, Arcandor subsidiary queries regarding the source. But the place is likely to be a runaway winner for Görg, travels the office but at the intermediate crowd-pulling ticket called Karstadt, Arcandor and source. On the second place, three and four people who represented the last year, the top three winners and the show for years of continuity in the lead: follow Freshfields (172 items), Linklaters (169) and Clifford Chance (132). They are followed by a suitable distance Gleiss Lutz with 96 contributions.

In the five-year comparison has Heuking Kühn way up from 22nd place on 14, Taylor Wessing, from 17 to twelve and Allen & Overy from eleven to seven. Flick Gocke Schaumburg crashed from sixth to 13, Lovells on four and eight Hengeler Mueller from five to nine. During this period, the total number of items found at twelve percent increase to 1 886th

What the lawyers came to the press? 32 per cent appeared in the wake of media-mandates, mostly victims of the financial crisis and bankruptcies – those were just 24 percent five years ago. In addition, lawyers have now won a permanent place as experts in addition to analysts and management consultants. Increasingly, they are asked about their perception and in 30 percent of the articles they appear in this role. Eleven percent of the plays they themselves were the authors of the business development of law firms dedicated themselves to five percent. "This demonstrates that the majority of them still want to always avoid such difficulty with their role as a medium service and transparency," criticized media expert Uwe Mommert, CEO of Landau Media.

What are the items discovered were acting with and about lawyers? First and foremost focused on bankruptcy law – which was five years ago on the eleventh and last place. This was followed by banking and investment and employment law and M & A. The latter was five years ago, a hot topic, and to first place.

Positive and negative

And who came off best? Freshfields had the most positive press. That is because they Ranking in the professional journal "Juve" at the forefront and were also at the Academy Awards of the attorneys received several awards, and especially because in the M & A area have such a strong position. They are followed by Linklaters and Clifford Chance. The vast majority of the article was regarded as neutral.

Linklaters but were also the most Negativzeilen, mainly because of a theme: that the firm supported the Federal Ministry of Economics in designing any legal text – but at the same time working for banks as clients. When discharged in the law firms Clifford Chance made himself an inglorious name, and thus ends up in second place of the ranking of Negativpresse. In third place is Allen & Overy, advising in particular because of their Rainmakers Rolf Koerfer, the Maria-Elisabeth Schaeffler. He had made in the debates because Conti a "disastrous" figure, said workers on the supervisory board and representatives of the capital side.

Relevance was Allen & Overy also calculated in the tabloid press – what the branding will absolutely serve: The mere announcement that should start Chelsy Davy – the girlfriend of Britain’s Prince Harry – next fall in London with Allen & Overy for her university degree , saw plenty of mention: from "Gala" to "image".