Hellerman Baretz Communications (HBC) announced today that it has made Cari Brunelle (44) the first HBC executive to join co-founders John Hellerman and Spencer Baretz as a partner in the award-winning communications firm.

"We knew we hit a home run when we brought Cari on board," said John Hellerman. "She has done nothing but exceed expectations with the leadership and level of insight she brings to our clients. Spencer and I couldn't be happier to have her as a partner."

Ms. Brunelle, who joined HBC in 2010 as a Senior Vice President, is a veteran communications strategist whom dozens of AmLaw 200 law firms have relied on for media relations and crisis counsel. Named one of the "100 Legal Consultants You Need to Know" by Lawdragon, over her career Ms. Brunelle has worked on many high-profile litigation matters, including those involving Anna Nicole Smith and JonBonét Ramsey. She also spent 10 years in higher education PR before working with the legal industry.

"This is an historic day for HBC," said co-founder Spencer Baretz. "We have been growing by steps for a decade, but Cari has allowed us to make a big leap."

Ms. Brunelle advises HBC's national, international, and boutique clients from her office in Charlotte. HBC has now grown to 15 full-time employees with offices in Washington, DC; New York; Richmond; Houston; Atlanta; Chicago; and Los Angeles. John Hellerman and Spencer Baretz announced the news internally from a firm gathering in New York City.

On her election to the HBC partnership, Ms. Brunelle answered questions from John Ford, who runs HBC's award winning Content Lab and was recently promoted himself to Vice President of Editorial Content, on her career and the state of the legal industry.

Ford: Early in your career, you were a journalist and an Emmy-nominated documentary producer. Does that experience still inform your work?

Brunelle: Thinking like an investigative journalist still informs what I do every day and certainly, it was invaluable to have first-hand experience with the pace and pressure of the newsroom--and still is. But changes in technology, communications, and the way reporters work today have all affected the way we pitch stories. Ten years ago, no one was DMing Wall Street Journal reporters. Some things never change, but you have to adapt as well.

Ford: Speaking of changes over the last decade, law firms have become more aggressive in their marketing efforts. Has that been a good thing?

Brunelle: Yes, almost unequivocally. When I first started working with law firms nearly 15 years ago, many of them were still pretty reticent to market themselves overtly. Now the market is so competitive that firms must be aggressive. Any kind of marketing or media-relations campaign--when done right--requires a firm to define its message. Who are we? How do we differentiate ourselves from our peers? Who is our ideal client? And the firms that are really good at marketing are using it to help drive business. It is no longer just PR for PR's sake. When firms can point to new business as a result of marketing efforts, it is always a good thing.

Ford: You worked closely with many law firms that suffered in the recession. Does the industry have an image problem right now, with all the layoffs and underemployment of law school graduates?

Brunelle: That was a critical time for law firms, some of which had never faced such intense scrutiny. One positive is that the law firms that survived it absorbed the importance of good communication and transparency. Today we see many more firms mitigating negative news with clear, aggressive messaging. Some firms are really embracing it. But I would actually call what we are seeing now an identity crisis rather than an image problem. We are in the middle of another transformational time in the legal industry. Our law firm and law school clients alike are redefining who they are and communication is a big part of that.

Ford: How do you view the increased number of mergers this past year?

Brunelle: I think the merger pace in 2014 may even surpass this year's, and that trend is Exhibit A in the growing importance of communications for law firms. As we've seen throughout 2013, the merger process is full of dangers--like early leaks and lack of partner consensus--that demand a strong communications plan be in place to address all relevant audiences. Even more threatening, to some extent merger talks have become associated with weakness. After the failures of Dewey and Howrey in particular, media outlets have become highly attuned to watching for partner departures as an early warning sign of trouble, and merger talks can be taken as another indicator. That's just another reason for firms to carefully manage the perception of a contemplated or executed merger. If you don't frame it for the media, the media will frame it for themselves.

Ford: Finally, congratulations on being made a partner. Explain your role at HBC and how it will be changing.

Brunelle: Thank you. I'm thrilled about my new role, as I was thrilled to join HBC three years ago. I had admired HBC for years and knew John and Spencer to be pioneers in the legal marketing field. What I didn't fully understand was the true depth of the team, and the genuine commitment to client service here. I've been pleased to play a role in HBC's constant growth, and happy to be in it for the long haul. While I will have a larger management role as partner, my day-to-day job won't change. I'll continue doing what we all love best: helping our clients define and meet their most important business and communications goals, whatever they happen to be.

Hellerman Baretz Communications (hellermanbaretz.com) is an award-winning corporate communications agency specializing in thought leadership and branded content development, reputation management, and revenue growth for the world's leading law, consulting, healthcare, and financial services firms. Recently, the firm was named as the "Best Law Firm PR Firm," "Best Crisis Management Firm," and "Best Social Media Consultant" nationally by the National Law Journal; "Best Law Firm PR Firm" in the National Law Journal's "Best Of Chicago"; "Best Boutique Specialty PR Agency of the Year" by Bulldog Reporter; and "Top Five Boutique PR Agency of the Year" by PRWeek.

Hellerman Baretz Communications
Madeline O'Connor, 646-371-9807
moconnor@hellermanbaretz.com