The statement is due in hours.

Consent decrees, DOJ inquiries, recalls, whistleblower complaints. By noon someone is asking who they know in crisis communications. Referrals from law firms and GCs have a ceiling. Writing to companies before a subpoena is public is the outbound program. It is the wrong tool for an active regulatory problem.

We do not write into the inquiry, and we do not mail the GC the week of the subpoena. The job is to be findable when the event is already a search, and to be the name referring counsel already has when they cannot keep the communications file.

Forensic accounting, engineering, and BCP on this hub stay outbound. They are not this page.

How These Deals Actually Work

A consent decree gets announced, a DOJ inquiry becomes public, a recall notice goes out, a whistleblower complaint surfaces in a filing. By noon of that day, someone at the company is asking who they know in crisis communications, and the answer is often nobody good enough for what just happened. Law firms and GCs refer crisis PR firms they have used before, but that list is short, usually two or three names, and it runs out the moment those firms are conflicted or already engaged on a bigger matter.

The company facing the event needs a firm today, not whenever a GC's short list happens to have room. The event itself, not a relationship, is what starts the clock.

Forensic accounting, forensic engineering, and business continuity consulting on this hub stay outbound. Crisis communications during an active regulatory or reputational event is a distinct, faster-moving practice with its own buyer state.

What a Buyer Is Actually Searching

The GC or communications lead managing a live event searches specifically: crisis communications firm, consent decree PR, DOJ inquiry communications, recall crisis management. They have a specific event already public or about to become public.

A referring law firm with a conflict searches differently: crisis PR firm to refer, regulatory crisis communications co-counsel. They have a client and no bandwidth to manage the communications side themselves.

A generic "PR firm" campaign misses the regulatory-crisis specificity that separates this practice from product marketing or general reputation management.

Objections We Hear

Our GC already has two firms they trust. Two firms is a short list, and it runs out the moment both are conflicted, already engaged, or simply the wrong fit for this specific event type.

We will handle communications internally. Internal teams manage day-to-day communications. A live regulatory event with legal exposure attached needs a firm that has actually managed one before, not a first attempt under pressure.

This is the same as general PR. It is not. General PR builds a brand over time. Crisis communications during an active DOJ inquiry or consent decree requires legal-communications judgment under a compressed clock.

Who This Is Actually For

Firms that actually manage communications during active regulatory and reputational crises, with the capacity to be engaged same-day. The lead worth the spend is a GC or communications lead with a real, live event.

This is a poor fit for a firm whose real book is general brand PR with no regulatory-crisis experience, or one that cannot mobilize quickly once retained. Bid the event types you actually manage.

How the campaign runs

Google ads for the people in the event. Not one generic “PR firm” campaign. GCs searching crisis communications, a regulatory inquiry, a recall, or a whistleblower that is about to be public. PE operating partners and communications officers searching a firm that will survive a board packet. Keywords are always custom to the crisis types you actually take. Brand bidding and competitor-brand bidding only when the strategy calls for it. Details: paid search.

Foundational work in parallel: the website, local directories, and general search appearance, so the click lands on a crisis practice a GC can defend. Bios and listings in the language of the inquiry, not “award-winning communications.” A landing page may be included; a full website is quoted separately. Directories and bios: online profile development.

LinkedIn ads aimed at referring counsel: CLE and lunch-and-learns for law firms that send crisis work after they cannot keep it. Paid ads only. We do not offer LinkedIn message outreach (InMail, connection sequences, or DMs). That is a different channel, we do not run it, and it is not part of this program.

Ads produce inbound in the spike. Foundation is why a GC or a referring lawyer trusts the firm enough to call.

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Why we're not generalists

Generalist marketing agencies will not take the time to understand how this practice actually wins work. The practice is too specialized, the file count is too small, and the work of understanding it bores them. They want large spend and a lot of traffic to a landing page. We will run a tight campaign for a shop that closes fewer files at a higher value. That is the point of this page.

Most agencies do not understand specialized industries well enough to advertise them honestly. We take the time to learn how the work is sold so the keywords and the page the click lands on match the work you actually take. A complex practice deserves that. A generic landing page does not.

How fast this can run

We can get ads live in under a week. What usually slows that down is approval on your side: the keywords, the spend, the page the click lands on. Directories, bios, and a site a buyer will trust take longer to finish. The website and listings are why the person who clicks trusts you. It is not the same as going live on search.

Lawyer-to-lawyer, in select circumstances

Lawyers may solicit other lawyers. In select circumstances, when the target is referring counsel rather than the company in the inquiry, direct mail or similar correspondence to other lawyers can be part of the work. That is an exception, not the default. It is not a list of GCs managing an active crisis. It is not LinkedIn message outreach. Bar rules still vary; the firm confirms what it can run. We do not represent that any channel is permitted everywhere.

How this is billed

This is Visibility Program work, not the outbound program. You pay ad spend directly to the platforms (Google and, where we run it, LinkedIn). ROI Wire is billed on a retainer that scales with that spend. That is not a flat project fee, not a percentage of closed files, and not an outbound retainer.

A landing page may be included at no additional cost. A full website build is always quoted and billed separately. Foundational services (copywriting, CRM, multichannel sequences, web design) sit under this track as the credibility layer, not as a correspondence program.

Scope is on the Visibility Program. Search mechanics are on paid search. Surfaces are on online profile development.

What is not included

We do not build a solicitation list of companies in an inquiry. We do not write, mail, or phone GCs or communications officers who did not ask. We do not draft the statement, sit the investigation, or appear for the company. We make the firm findable. The firm does the work.

Forensic accounting, engineering, and BCP on this hub stay outbound. Ransomware and data-breach are different pages.

Program pages

Visibility Program

The full model: what you pay, what we bill, and who this actually fits.

Paid search

The mechanics behind the click: keywords, spend, and a retainer that scales with it.

Online profile development

What a buyer checks after the click and before the call: directories, bios, and reputation.