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As large law firms continue to consolidate, they face increasing difficulty engaging the media proactively or responding to expert source requests. Their conflicts profile is so broad that it often prevents comment on all but the most benign issues. Conversely, boutique firms can punch above their weight in the press because they have fewer clients and more concentrated objectives.

But there’s more to it than just being small, nimble and comparatively conflict-free. Boutiques are better than larger firms when it comes to their focus on specific audiences. Larger firms often believe the world is their audience, while boutiques tend to identify specific markets, companies or even individuals, and tailor their messaging and tactics accordingly.

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