Building National Authority for a Litigation Practice

Our client is a prominent plaintiff’s law firm that pioneered ERISA class action lawsuits to protect retirement plan savers and retirees from excessive fees, imprudent investments, and fiduciary breaches in 401(k) and 403(b) plans. The firm had secured landmark victories, including two U.S. Supreme Court wins, against major employers and plan sponsors, but that record largely lived in court filings and the legal trade press. 

The goal was to change that. We were retained to raise awareness of the firm’s litigation successes, establish the practice leader as a trusted national voice on retirement and fiduciary responsibility, and build sustained visibility across top tier publications. 

Montieth & Company systematically introduced the managing partner to a new universe of reporters — not just legal press, but reporters covering retirement, personal finance, private equity, and personal investing for top tier media. Rather than relying solely on litigation PR announcements, we proactively identified emerging industry trends and connected his expertise to the issues shaping the future of retirement investing and saving. 

As private equity firms expanded their presence in the life insurance and annuity sectors, we positioned him as a go-to source on the fiduciary implications of those developments. When policymakers and industry stakeholders began advocating for the inclusion of alternative investments in 401(k) plans, we positioned him on the broader discussion around plan governance, participant protections, and fiduciary oversight. Every connection opened a door to a reporter’s beat that hadn’t previously covered his practice. 

The law firm’s media footprint expanded beyond legal and trade press, into retirement and financial planning publications, and top-tier national outlets all on a national basis. Within the first six months of the program, the firm secured coverage in more than 30 media outlets, including The New York Times, CNBC, WSJ Pro, and Forbes. This coverage continues. 

The campaign did more than generate media coverage. It transformed the attorney from a litigator reporters called about specific cases into a go-to national source for commentary on retirement policy, fiduciary responsibility, and emerging investment trends. The relationships established through the initial media relations program continue to generate inbound interview requests and media opportunities.