SEP 2026
Being in the News Isn't the Same as Moving Opinion
Strategy
4 MIN
The defense’s communications team is already briefing reporters and shaping how this case looks — before you’ve filed a motion. I work to get your client’s story to the public first, and to get it straight.
Text me your case name and I’ll send you a short brief on what the defense’s communications operation is already doing — free, within 12 hours.
The dollar jump isn’t the point. A case this size doesn’t usually beat a U.S.-Russia news cycle for national attention. This one did.
THE BASELINEThe defense’s opening number was $50 million.
THE INTERVENTIONI wouldn’t let them blame it on one bad employee. I put the AP wire story in front of the story the defense wanted told.
THE OUTCOMEThat is the story that forces big companies to pay up. The final check was $190 million for 9,000 people.
If your clients’ injuries get labeled political before a jury ever hears them, the problem isn’t the mainstream press — it’s the wrong audience. I start by finding out what your audience already believes, whether the underlying facts hold up, where they actually get their information, and who they trust enough to listen to. That’s what decides where the story runs — not a list of national outlets that were never going to cover it fairly.
Find the audience. I map where your specific audience already gets information — a podcast, a community, a reporter who already covers this exact issue — before I write a word.
Check the facts. I verify what holds up in the record and what doesn’t, so nothing goes out that can be picked apart.
Place it where they already are. The plan runs where that audience already listens, not on a wish list of national outlets.
An MDL can run for years. The defense’s communications team doesn’t stop working during discovery, and yours shouldn’t either. I track what they’re doing and keep your case’s story alive between the milestones that make headlines — on a set schedule, with a monthly report your leadership committee can actually use, not just when there’s news to react to. You get one person to call, not a rotating cast.
Track the defense from day one. I identify who they’ve retained and what they’re doing before the case is a headline.
Work a schedule, not a news cycle. Monitoring and coverage run on a set calendar, so the story doesn’t wait for the next court date to move.
Report monthly. Your leadership committee gets a written report against the success measure you defined at the start — not a clip count.
A win gets one day of coverage, then the defendant’s team quietly manages the appeal. I keep the pressure on after the trial — through the appeal, the related cases, and the regulatory attention a verdict like yours should be generating.
Don’t stop at the verdict. The plan continues into the appeal and any related litigation.
Connect it publicly. I tie the verdict to the regulatory or institutional consequences it should be producing.
Keep it visible. Coverage continues on the same schedule after trial as before it.
Your claimants aren’t just the record — they’re who the defense targets next. I prepare them for press contact before it happens, and I handle every reporter request that reaches them personally.
The defense is often already working this ground before your complaint is finished.
Whether targeted ads are running in the zip codes around the courthouse or your claimants’ communities.
Whether your firm’s name or case terms are being bid on to intercept your traffic.
Whether a spoof intake site is catching your claimants before they find you.
Whether your organic presence is being pushed down in the markets that matter.
This is a plain check on verifiable public ad data — not a claim about who is specifically retained on your matter, and not a substitute for discovery.
Send me the name of your biggest active case right now by text or email. Within 12 hours, workload permitting, my desk will run a simple Adversarial Check — ad-tracking data, branded search terms, and organic rankings tied to your case.
No jargon, no codenames — this is the plain version.
I check what’s already running against your case before your complaint is filed, using the same public check described above.
I build the narrative frame your case runs on, so the defense isn’t the only one shaping how it’s understood.
I personally track how the story develops through discovery and motions practice, and brief you the moment something shifts.
Going into mediation or a bellwether window, you know what public narrative pressure is doing to the case.
You reach me directly, every time. When a matter’s volume calls for more hands, I bring in a vetted bench — nobody with less than ten years of experience touches your account. You’re never handed off to a junior tier.
Some matters outgrow a press release. When a documentary crew, streaming outlet, or long-form producer wants access to an MDL or mass tort, I manage that access on the litigation’s terms — never the production’s.
See Documentary & Long-Form Production →A settlement closes a case. It doesn’t always close the gap that let the harm happen in the first place.
See Legislative & Policy Advocacy →Short, practical pieces on what actually moves coverage, opinion, and outcomes.
Case work protects the matter in front of you. Firm Growth is different — it builds your firm’s public reputation over years, not one case at a time.
No parallel file. Engaged through your firm, under privilege, structured as attorney work product from the first conversation.
This work is structured as privileged attorney work product, under counsel’s direction, and compliant with Rule 3.6 on trial publicity. I never contact jurors, witnesses, or the venire.
No honest person does. What I guarantee: the defense loses its monopoly on the story.
I lead and personally start every engagement from day one. You always have my direct line. When the volume of a matter demands scale, I bring in a vetted bench — no one with less than ten years of experience touches your account.
The evidentiary audit is free. Ongoing work is a bespoke, month-to-month retainer scaled to the size and stage of your matter — not a flat agency fee.
The defense has already mapped your case and briefed the reporters who’ll cover it. You don’t need to build that operation from scratch — you need one call.
All work is structured as privileged attorney work product and Rule 3.6 compliant.