Media Recognition for a Financial Services Partner
How to help a newly promoted financial services litigator make a name for himself
The Background:
A newly promoted partner with a focus on mortgage industry and financial services litigation wanted to raise his profile with the media, but he lacked previous public reputation experience. He was willing to put the time in, but needed a media relations plan and somewhere to start.
The Strategic Legal Reputation Management Opportunity:
Capitalize on media interest in Bernie Madoff, Ponzi schemes, and the subprime mortgage collapse to position this financial services litigator as a go-to source on these hot issues.
A More Effective Solution to a Legal Marketing Problem:
Combine Jaffe PR’s knowledge of what triggers a reporter’s interest with an understanding of the partner’s practice, his clients, and his experience to develop compelling story ideas for pitching. Position him as a source on issues of direct interest to his target client audience. Leverage Jaffe PR’s reputation with key reporters as a trusted provider of sources and story ideas to secure interviews. A 30-minute brainstorming call with Jaffe PR led to several compelling story ideas.
Exceptional Public Reputation Management Results:
The attorney has now done interviews with the Wall Street Journal and Inside Mortgage Finance and has written a guest column for the Scotsman Review. He is using the resulting media placements in new business pitches, which are prominently displayed on his law firm’s Web site bio.