PR Firm News: AI benchmarks for law, greener creator campaigns, and sharper B2B discovery
Three updates worth your time this week if you work in legal, PR, or communications. A new consortium sets the first shared benchmark for generative AI in legal services. A certified B Corp rolls out a straightforward way to measure creator campaign emissions. And a hands-on workshop tackles early-stage B2B engagement.
Baretz+Brunelle launches L.E.G.A.L. to benchmark generative AI in law
Baretz+Brunelle introduced L.E.G.A.L. (Leaders Exploring Generative AI in Law), a collaborative market intelligence initiative focused on how generative AI affects legal services. Inaugural participants include Ford Motor Company, Microsoft and CrowdStrike, with more than 300 law firms worldwide invited to take part in a standardized survey.
The goal: establish a shared, commercially grounded benchmark that brings clarity and alignment to how firms deploy and price AI-enabled work. B+B will analyze responses in aggregate, surfacing structural market gaps without exposing individual firm-client relationships. All participants receive a complimentary report with anonymized peer benchmarks to support informed internal discussions and external negotiations.
Any corporate law department can join by requesting the standardized survey from their legal service providers. Alongside L.E.G.A.L., B+B also unveiled LexFusion Intelligence, a practice providing market and competitive insight to guide strategy, decision making, and investment across the legal ecosystem.
- Why it matters for legal leaders: Shared definitions, comparable data, and less signal noise when evaluating firm claims about AI.
- Why it matters for PR/comms: Clearer proof points for thought leadership, RFPs, and media narratives around AI maturity.
The Wilful Group debuts ecosphere to cut creator campaign emissions
London-based certified B Corp The Wilful Group launched ecosphere, an initiative that helps brands and influencers understand, measure and reduce the environmental impact of creator campaigns. Teams get data capture, expert analysis, and practical learning to build carbon literacy, pinpoint hotspots, and explore lower-impact production choices-without sacrificing creativity or performance.
A core feature is a straightforward carbon calculator covering travel, creator kits, energy use, waste and shipping. "Creators want to make good choices, but they just haven't had the tools," said Samantha Allen, associate director at The Wilful Group and ecosphere program lead. "ecosphere fills that gap by making carbon reporting simple, supportive and accessible for everyone involved."
- Why it matters for PR/comms: Cleaner reporting for ESG narratives, procurement, and client briefs. Easier apples-to-apples comparisons across activations.
- Quick win: Add the calculator to creator guidelines and production checklists; baseline last quarter's campaigns and set reduction targets for this quarter.
If you need a primer on what being a B Corp entails, see the global standards overview from B Lab.
Matter Communications to host workshop on early-stage B2B buyer engagement
Matter Communications is teaming up with the American Marketing Association Boston and GoToMarketPros for a professional education session focused on modern approaches to B2B buyer engagement and early-stage discovery. The workshop runs Feb. 12, 5:00-7:00 p.m. ET, at Matter's Boston office (98 N. Washington St.).
GoToMarketPros founder Michael Phelan will lead the session, drawing on research and hands-on programs that help teams spark better prospect interaction and improve discovery conversations. Thought leadership, content, and earned visibility-core to Matter's approach-will feature prominently.
- Who should attend: Demand gen, product marketing, comms leads, and founders who own early pipeline health.
- Expected outcomes: Cleaner discovery frameworks, stronger prospect engagement, and content that opens doors earlier.
For event details and registration, check the AMA Boston site.
Action checklist for legal, PR, and comms leaders
- Nominate an internal lead to coordinate your L.E.G.A.L. participation and prepare your firms for the standardized survey.
- Align legal, procurement, and comms on how you'll use anonymized benchmarks in RFPs and pricing conversations.
- Adopt ecosphere-like carbon reporting in creator briefs; require travel and production inputs for every activation.
- Audit last quarter's creator content for emissions hotspots; set reduction targets that won't disrupt performance.
- Send a strategist to Matter's workshop; refresh your early discovery questions and thought leadership calendar based on takeaways.
Building AI fluency across legal and marketing? Explore practical, job-specific learning paths here: AI courses by job.
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