Anyone can break away from the herd and be noticed. The initiative involves taking on in public a popular controversial personality like Donald Trump. A position such as mandating the 40-hour-week everywhere, where organizations allowing more will be fined. And/or SCOTUS decision on gay marriage.
Any lawyer with even a little public relations savvy can pull this off. After all, a single tweet can dominate global attention. That's exactly how publicist Justine Sacco lost her job. She made a racist quip in a tweet while on vacation.
But there are many other tactics for creating a pull force to the point of view which can transform a lawyer into a brandname, at least for while. Sustaining that attention is another matter.
So, how do you get the attention machine going?
Carve out a narrow niche. For example, focus on one aspect of the personality, person or decision. In this time of short attention spans and mobile, that will be absorbed.
Adopt a spirit of being in the public interest. Make explicit the implications of the wrong-headed thinking.
Leverage social and established media. This is PR 101. Get some books or retrieve articles on the Internet about how to launch publicity campaigns for peanuts. Those really do work.
Seize the momentum. This is a use it or lose it. You have to keep "riding that horse" hard.
After the whatever peaks, find another controversy to enter. Those adept at this game can maintain prominence. For peanuts.