Case Study :
Public Relations
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Strategic Media Outreach for a Landmark Employment Discrimination Case

The Issue

A female former employee of a Fortune 100 company filed a lawsuit alleging persistent harassment and mistreatment based on her gender, gender identity, and sexual orientation. She claimed the company allowed a toxic workplace culture where employees and supervisors targeted transgender, gay, and female employees, leading to escalating harassment that ultimately resulted in sexual assault.

Having worked for the company for more than three decades, she had built a successful career before experiencing discrimination and retaliation after she began her gender transition in 2010. After leaving her position, she sought legal representation and media attention to not only share her story but also drive broader awareness of workplace discrimination issues.

Jaffe’s law firm client took on the case, recognizing its significance in both the legal and public spheres. To ensure the story reached the right audiences, the firm engaged Jaffe to develop a strategic media outreach plan that would generate widespread coverage.

The firm engaged Jaffe to develop a strategic media outreach plan that would generate widespread coverage.

The Strategy

Jaffe crafted a targeted media relations strategy to ensure the story gained visibility in key markets and industry circles. The approach included:

  • Messaging Development – Jaffe drafted a compelling media pitch that framed the case within the broader issues of workplace discrimination, LGBTQ+ rights, and corporate accountability.

  • Targeted Media Outreach – Jaffe identified and engaged top-tier local, national, and industry media outlets most likely to cover the case.

  • Media Training & Preparation – Jaffe provided the former employee with media coaching to help her confidently share her story, ensuring her key messages resonated with the press.

  • Attorney Coordination – Jaffe worked closely with the firm and attorney to align media outreach with the legal strategy, ensuring all public statements supported the case’s legal objectives.

Jaffe crafted a targeted media relations strategy to ensure the story gained visibility in key markets and industry circles.

The Impact

Jaffe’s strategic outreach resulted in extensive media coverage across local, national, and industry news platforms. The story received in-depth features and interviews in The Seattle Times, The Stranger, and Seattle Gay News, and was covered by:

  • Television & Radio: KIRO-7, FOX-13, KING-5, KIRO Radio, KUOW-FM (NPR)

  • Regional & National Print: Bloomberg, Yahoo News, Everett Daily Herald, My Everett News, The Columbian, Fresno Bee, Bellingham Herald, Lexington Herald Leader, Kansas City Star, Charlotte Observer, The Olympian, Tri-City Herald, and Tacoma News Tribune, among others.

By securing high-profile media placements, Jaffe helped the firm and its client amplify the conversation on workplace discrimination and hold corporations accountable for fostering inclusive environments. This media coverage not only elevated the case’s visibility but also positioned the attorney and firm as key advocates for employee rights in employment law.