Case Study

Strategic Targeting

Professional services firm.

The Situation:

The firm is often involved in complex and ground-breaking legal decisions. As such, the firm wants to position itself, its practice groups and its partners as subject-matter experts.

The firm’s Director of Marketing was keen to secure strategically placed media coverage in more than just the usual industry trade publications. Connecting with the right media would help them convey their expertise and value better than traditional public relations and/or advertising alone.

The Plan:

The first step was to raise the firm’s profile by identifying both traditional and non-traditional media. We developed a media list of publications that the end-users would be likely to read, as well as sites read by potential referral sources. Then, we used our editorial calendar database to research the type of content editors would be open to receiving.

The Results:

This strategy and research has helped to secure interviews and media coverage on targeted websites identified as most often read by peers and prospects alike.

In this instance, an effective media relations strategy has boosted the client’s HR profile both internally and within the legal community.