To leverage a national law firm’s acquisition of a highly-regarded woman-owned labor & employment boutique in California in order to highlight both the firm’s commitment to diversity and its ongoing expansion on the West Coast.
Due to its excellent reputation, the firm’s labor & employment practice had grown significantly on the East Coast. As a result, the firm was in the process of expanding the practice nationally, with an emphasis on the West Coast.
The firm was also in the process of pursuing national diversity certification, a major issue in the legal profession. As a result, the acquisition of a prominent woman-owned labor & employment practice in California allowed us to simultaneously promote the firm’s commitment to diversity as well as its expansion in targeted West Coast cities.
We began by reaching out directly to California media outlets – in this case with a press release and carefully crafted pitch letters. At the same time, we also touched base with our East Coast media contacts already familiar with the firm. Having worked with many of them for years, we knew they had sister publications in California that would very likely republish articles written by reporters on the East Coast.
We also took great care to highlight the backgrounds of the new attorneys included in the acquisition who were based in California cities, which helped to boost the firm’s visibility in key legal markets.
Articles detailing the acquisition, the firm’s West Coast expansion and its commitment to diversity were published by top East Coast legal publications and business journals and then republished by their smaller-staffed California counterparts.
In California, the acquisition was covered by the Los Angeles/San Francisco Daily Journal, LA Biz, San Francisco Business Times, The Recorder, Santa Monica Daily Press and the Los Angeles Business Journal.
It was also covered by Law.com, The National Law Journal, Philadelphia Business Journal, The Legal Intelligencer, Law360, Above The Law and Bloomberg Big Law Business.
Educate the business community on the existence of a state attorneys general practice, the law firm’s leadership position in this area and the substantial business benefits the practice can provide.
We began the media relations campaign by securing attorney practice profiles and a Q&A feature with a key industry player that was authored by one of the attorneys.
As the attorneys general election campaigns began, we launched a nationwide thought leadership media outreach campaign around an election tracker the practice’s marketing team had created.
Further, we made the attorneys available for analysis on race developments and candidates’ positions on specific issues.
To help garner the most media results, we targeted top-tier newswire reporters as well as local publication reporters in states where the most important/watched attorneys general races were taking place.
We continued building attorney/reporter relationships, both during the months leading up to the elections and post-election, with the attorneys offering comment on policy and enforcement developments.
We secured nearly 500 media placements across the country in just five months. We also created solid ongoing relationships for the attorneys with key reporters at top-tier media including The Wall Street Journal, The Associated Press, Reuters, Bloomberg; legal trade media including The National Law Journal, Corporate Counsel, New York Law Journal and Law360; and in local markets across the country including California, Washington, D.C., New York, Colorado, Oklahoma, Alabama and Texas.
Help position a national law firm to capitalize on the increased opportunities within the new and fast-growing cannabis sector.
To create high-impact, ongoing visibility, we focused on five key practice areas - intellectual property, immigration, product labeling, construction and labor & employment - and tied each into ongoing cannabis industry developments.
Prior to beginning our media outreach, we conducted strategy calls with attorneys in each practice group to 1) uncover any industry trends or issues they were seeing themselves and 2) determine which of those would be most beneficial to their business development efforts should they be quoted on the topic area.
We then began proactively pursuing media opportunities on issues the attorneys had identified, while also monitoring daily news developments on their behalf to secure additional reactive opportunities.
We secured placements in:
Marijuana Venture, Cannabis Dispensary Magazine, Corporate Counsel and World Trademark Review focusing on the challenge of trademark filing and protection in multiple states, as well as how individual strains of cannabis can be registered with the U.S. Patent and Trademark Office -- for a New York-based
intellectual property attorney;
Forbes.com, Daily Business Review, Chicago Sun Times and USA Today on U.S. focusing on Canadian immigration issues for cannabis sector professionals -- for a Miami- based business immigration attorney;
Marijuana Venture and Cannabis Business Executive on the topic of CBD labeling -- for a New York-based product labeling attorney;
and The American Lawyer on building cannabis dispensaries for a Pennsylvania-based construction law attorney; and Construction Executive on workplace drug testing -- for an Alabama-based labor & employment attorney.
To substantially raise the visibility of a Miami -based business immigration attorney - both locally and nationally - on the issue of U.S. Immigration and Customs Enforcement (ICE) workplace raids.
To determine which media placements would be the most beneficial, we first set up a media strategy call with the attorney. During the call we discovered that although immigration is a national issue, the biggest risk the attorney was seeing among South Florida employers was the gap between companies’ employment and immigration law strategies We then pursued South Florida media outlets interest in publishing a byline article written by the attorney – which allowed us to fully control her strategic messaging and insight.
Nationally, we pursued byline article opportunities and interviews covering ways businesses can prepare for and respond to ICE workplace raids.
Our efforts resulted in a byline article placement in Daily Business Review’s“Commentary” section; as well as a “My View” contributed piece in the Miami Herald’s “Business Monday” section.
On the national level, we secured a byline article with American City Business Journals that was then republished by all business journal brand publications across the country (43 business publications across the country reaching more than 3.6 million readers) and also secured interviews and story placements with Law360, Forbes, and USA Today.
Raise the profile of a cybersecurity attorney at a Southeast Regional law firm through local, national and trade media by leveraging news of a recent cyberattack on New Orleans.
We had previously executed a successful media campaign to raise the attorney’s visibility by conducting and publicizing the first-ever U.S-Focused maritime cybersecurity survey a year prior. Following the attack on New Orleans, we leveraged the fact that the cybersecurity attorney was based in the city and included mention of the maritime cybersecurity survey to underscore the attorney’s credibility as a cybersecurity thought leader.
We secured two placements in The Wall Street Journal with one focusing on maritime cybersecurity in New York City ports and the second on the issue of municipalities struggling to prevent and address cyberattacks using the New Orleans attack as a lead-in.
Other placements were made in The (Baton Rouge) Advocate; Nola.com; Anti-Corruption Report; Government Technology; and Crime Report.
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