International law firm Pinsent Masons uses Brazil to maintain a constant and high profile in the media, with specific emphasis on its IT, outsourcing, information law and intellectual property practices. As one of the largest UK firms, it enjoys a regular profile in the legal media, however retains Brazil to build its profile on the business pages of national newspapers and specific trade journals.

As a result of good “old-fashioned” PR, Brazil was highly successful in positioning Pinsent Masons lawyers as the experts of choice for matters relating to issues such as data protection, outsourcing, Freedom of Information Act and IP issues. In addition we used Web 2.0 applications such as blogs and podcasts to add further dimensions to the PR programme, having lawyers engage directly with potential customers. Last year more than 150 prominent articles (outside the legal media) were achieved, with a total value of more than £800,000 in advertising equivalent, demonstrating a considerable return on investment. In addition, media coverage was directly attributed to a number of new clients being attracted to the firm.