Hanson Bridget
Marcus Vlahos & Rudy
Attorneys-at-Law
Hanson Bridget Marcus
Vlahos & Rudy, a 65-partner corporate law firm,
had never used
public relations or marketing services. The campaign goal was to generate high visibility
for the firm by
introducing targeted media to the firm while focusing on specific practice groups and attorneys.
WMG also media-trained
selected attorney spokespersons and conducted several public and
media relations workshops.
Since
the campaign goal was high visibility, WMG encouraged and developed
first-time media relationships with attorneys. But, first we had
to introduce them! We accomplished this by devising a "Rolodex Media Marketing
Plan." Our aim was to position the attorneys and their specialties to build trusted relationships between the reporter and
the lawyer. The first step involved designing and distributing
specialization Rolodex cards, accompanied by short bios of the lawyers
and their work. We arranged one-on-one breakfast meetings with reporters and
attorneys. We carefully briefed each lawyer on the background, experience, expertise and preferences of
the reporter prior to the meetings. Finally, we pitched the lawyers to the media via important, interesting and
successful cases, resulting in many feature articles on behalf of
the attorneys and the law firm.
This was a
very successful campaign, especially for the firm's large agricultural practice group.
The coverage included such publications as Ag Alert, California Agriculture and
California Farmer -- the three most important agriculture publications in
the state. Coverage in these trade media -- their clients' media
-- directly resulted in increased business for Hanson Bridget's agriculture practice specialty.
The same process was followed for other practice areas of transportation, health care and retirement facilities.
As a
result of this campaign, key attorneys were positioned as experts
and reporters were able to establish personal relationships with
them. Comprehensive story placements were made and, just as important, there was a willingness by the reporters
to initiate contact with a Hanson, Bridget attorney to use as a
reliable source when background information was needed. In other
words, our attorneys became trusted sources for the media.
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