Introducing Lawyers to Top Media Outlets
How to build relationships with key media to show the attorneys are leaders in their practice area
The Background:
A prominent information management practice group at a global law firm was seeking targeted media exposure for its attorneys and executive members. Jaffe PR was tasked with building relationships and positioning members of the group as "go to" sources for key national and trade reporters looking for legal commentary related to breaking news and important regulatory issues.
The Strategic Legal Reputation Management Opportunity:
Considering the changing regulatory landscape, Jaffe PR suggested hosting a series of Washington, DC press briefings to introduce the practice to key DC-based media and discuss matters of importance to the practice area and regulators.
A More Effective Solution to a Legal Marketing Problem:
Jaffe PR worked with the information management practice group to plan the briefing from soup to nuts, including defining the event’s media hook, agenda, panel and timeline. Invitations went to a targeted list of key media, and Jaffe PR worked with the attorneys and executive members to define the key messages of the briefing and to prepare for potential questions from media by providing briefing panelists.
Exceptional Public Reputation Management Results:
In attendance were key reporters from targeted national and trade publications, resulting in a number of articles in major daily and trade publications including USA Today, FoxNews, CongressDaily, and CNN featuring and/or quoting practice group members and executives on key issues. Members of the information management practice continue to be called upon for comment by reporters from publications they met through the press briefings.