PRCG CEO Jim Haggerty was called upon by Bloomberg Law to comment on the Summer 2019 trial of of Gregory Craig (pictured above), the former Obama White House counsel turned partner at the prestigious law firm of Skadden Arps Slate Meagher & Flom LLP. Craig was charged with lying to investigators about the firm’s role in a public relations effort surrounding a report it created for Manafort’s client, former Ukrainian President Viktor Yanukovych. He was ultimately found not guilt, but the reputational damage to the law firm during the weeks-long trial were considerable.

Law firms, like any other businesses, are brands, Haggerty said, and the way they’re represented either takes away from the brand or adds to it.

The difficulty with law firms is that their products are lawyers, added Haggerty, who has written books on litigation and crisis communications. “A can of Coke can’t embarrass you, but a law firm partner can.”

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(photo credit: Bloomberg Law)