Creating awareness around diversity, equity and inclusion

Client situation

Alabama-based Lightfoot, Franklin & White LLC is a 70-lawyer civil defense litigation firm that specializes in product liability, white-collar crime, internal investigations, commercial disputes and more. The firm represents several Fortune 100 and 500 clients as well as major automakers, chemical manufacturers and original equipment manufacturers. We have worked with this client for several years as a full-service public relations agency.

Challenge

Lightfoot was founded on the “firm first” principle –– the premise that everyone, whether they’re an attorney or staff, is a crucial member of a team working together for the good of the firm and its clients.

Culture has been the focus of Lightfoot since its founding more than 30 years ago, and Lightfoot managing partner Melody Eagan wanted to raise awareness about the firm’s culture, particularly its diversity efforts, promotion of women, work-life balance and unique approach to mentoring younger lawyers. This was to support the firm’s recruiting efforts, both in terms of first-year associates as well as lateral associates and partners.

Our solution

Rep Ink worked with the client to come up with a plan to: 

• Position Melody Eagan as a source on the importance of law firm culture and how to ensure a firm walks the talk like Lightfoot
• Leverage our relationships with journalists at legal trade publications as well as appropriate local outlets
• Provide reporters with story ideas about the importance of a law firm’s culture, why focusing on inclusivity is key to attracting top talent, and how Lightfoot is leading the way 
• Secure media coverage and placements for the client

Results

This was a long-term initiative for the firm and resulted in many media placements over the course of several years, including:

• An appearance by Melody Eagan on the LAWsome podcast
• An appearance by Melody Eagan on the Everything Except the Law podcast
• A Q&A with Melody Eagain in the Law.com Midsize Report
• Coverage by the Birmingham Business Journal

In 2023, Lightfoot became Mansfield Rule Certified Plus. The firm worked with Rep Ink around press and content marketing of the certification, and the firm received a mention in the Birmingham Business Journal.

“Working with Reputation Ink has been pivotal in showcasing the unique culture at Lightfoot. Their public relations work has highlighted our ‘firm first’ philosophy, elevating our profile in the legal industry while reinforcing our internal culture of mentorship and collaborative success. Their strategic approach has allowed us to effectively communicate our values and establish leadership in the industry, which is invaluable for our firm’s recruitment and marketing efforts.”

Melody Eagan,
Managing Partner