Back in April 2017, Joe Patrice did a long-form piece on Abovethelaw about how Jones Day was leveraging its association with the Trump Administration.
Of course, because of that Jones Day was in the catbird seat for developing new business and reducing client churn.
Some recall that the branding kicked in when Jones Day partner Don McGahn began representing the 2016 Make America Great Again campaign. He himself went on to be White House Counsel. With him parachuted into federal government about a dozen other Jones Day lawyers.
Power? A pile-on of it.
Now, Bloomberg Law detailed how embedded Paul Weiss is in the Biden Administration. So, it isn't a stretch to speculate how much of an edge that will be in landing new accounts, expanding the business from current ones and discouraging churn.
Bluntly put, Paul Weiss could the liberal version of Jones Day.
With that edge, though, comes fresh challenges.
For instance, the Bloomberg Law coverage pointed out that although Paul Weiss has a progressive culture its client list isn't totally that. On it are Exxon and private equity. Also, in this era of radical politics, being looped in with Biden Administration branding makes Paul Weiss a target for just about any extreme constituency. As well as the not-so-extreme ones.
Jones Day went through a lot of that. Iconic had been the anti-Trump media coverage of its role in questioning the results of the 2020 election in Pennsylvania.
Therefore, along with the huge plus of access to the Biden Administration, Paul Weiss will be slugging it out with myriad old and new enemies. Much of that will make it into the legal, business and political media.
As with all matters in the court of public opinion, how those headlines play out depends primarily on how the law firm manages its now number-one job of public relations. The door has been opened - a favorite phrase in the legal sector - to turn over Paul Weiss and inspect its underbelly.
That public-relations "duty" also reaches inside the law firm. The leadership will have to persuade the Millennial lawyers to buy into both its ideological stances and whatever pops up on its client list. Otherwise there could be leaks to media and the exiting of talent.
Should Paul Weiss learn from Jones Day?
Just like its unique black box culture, that law firm has its own kind of public relations. For instance, it's not one for mea culpas. Unlike Chadbourne & Park did when settling with Kerrie Campbell, Jones Day didn't indicate it had learned useful lessons when gender bias lawsuit "Tolton, et al v. Jones Day" dissolved.
Paul Weiss can, just as Jones Day does, also stand firm.
Or, given the amazing social skills of its well-connected chairperson Brad Karp, it can negotiate the whatevers.
What might guide us in watching this new game unfold in D.C. and New York is a classic in the theory and practice of human behavior. That's the book "Presentation of Self in Everyday Life" by famous sociologist Erving Goffman.
Its takeaway is this: The person or the institution with the most power sets the "definition" - that is the rules - for what goes down. That covers everything from what issue is on the table to who speaks first to who gets to speak last.
What will be of most interest in the next four years is who or what really has the power in America.
Could it be elite law firm Paul Weiss?
The media?
The Biden Administration?
The radical movements?
The control of law firms by non-lawyers?
BigTech? (Paul Weiss now is establishing a presence in Silicon Valley.)
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