Case Study :
Public Relations

Raising Awareness with Media Placements

The Issue

Intellectual property law is one of the most competitive sectors of the legal market. To win business with tomorrow’s clients, IP practices and their attorneys must stand out among their competitors as exceptionally knowledgeable thought leaders on the latest intellectual property topics.

A key opportunity presented itself when one of the most-watched IP lawsuits of the past several years became ripe for commentary. Association for Molecular Pathology v. Myriad Genetics brought issues for debate related to the patentability of human genes before the U.S. Supreme Court. Because of the enormous potential ramifications for the biosciences industry and the general public, every major news outlet in the country closely monitored the case. Understanding the reputational value of the media attention, IP and life science attorneys clamored to be chosen as commentators.

The Myriad case was an opportunity Jaffe’s clients did not want to miss. Yet, they would need a competitive edge to overcome the flood of competition for commentary.

Position IP attorneys as thought leaders on a top news story

IP practices and their attorneys must stand out among their competitors as exceptionally knowledgeable thought leaders.

The Strategy

Our PR consultants monitored the Myriad case daily so we could alert our clients to the expected timing of the decision and prepare them for immediate availability. Rather than wait idly for the media frenzy to begin, our team proactively positioned our clients well in advance, leveraging long-standing relationships with key reporters in mainstream, business, legal and biotech media. As soon as the court provided its decision, our media relations experts went into action again, connecting our IP clients directly to some of the most coveted interview opportunities for attorneys in their niche.

In addition, because of the relationships Jaffe has long cultivated with the press, prominent reporters know they can dependably turn to us, and in turn, to our clients when they need a source who can translate a complex legal matter for a mainstream audience or provide high-level analysis for industry professionals. These relationships now played a critical role in securing opportunities for our IP clients.

Leverage key media relationships and proactive positioning to ensure widespread media exposure

As soon as the court provided its decision, our media relations experts went into action.

The Impact

Clients were interviewed and quoted in ABCnews.com, Associated Press, Bloomberg News, BNA Trademark & Copyright Law Daily, CBS News, Chicago Sun Times, Everyday Health, GEN, Huffington Post, LA Times, Law360, Managing IP, Minneapolis Star Tribune, NBC News, Pioneer Press, San Francisco Chronicle, Thomson Reuters and Westlaw Journal Intellectual Property.

Additionally, some clients received international media attention, with quotes placed in the Canadian Press, China Post and Japan Times.

Throughout the case, clients received opportunities to publish bylined articles in IP Litigation Reporter, Law360, IP Magazine and IP Today.

By garnering such extensive media attention for this headline-grabbing case, our clients reinforced their reputations as elite thought leaders and were head and shoulders above their competitors in the intellectual property law market.

Arranged interviews with more than a dozen national media outlets