2014 Winners: Media Relations

 

First Place

Kaye Scholer LLP

”All the Right Ingredients: Food, Beverage & Supplements Thought-Leadership Campaign"

Summary

Kaye Scholer is half-way through an 18-month integrated PR and marketing communications campaign focused on raising awareness of our Food, Beverage and Supplements (FBS) capabilities to drive new business. Though the firm currently only has a limited number of FBS clients, attorneys and staff targeted the sector because of a marked increase in food-related suits over the past two years that alleged similar claims as those that Kaye Scholer successfully defeated on a regular basis for its pharma and other life sciences clients, particularly when it comes to product liability and IP litigation matters.

Kaye Scholer - 1st Place

But considering the firm’s somewhat limited footprint advising FBS companies, the only way to penetrate the market further was to first demonstrate its knowledge of the industry and capabilities in this sector by developing the cachet that comes with being widely quoted in credible media outlets that FBS executives rely on most for news and information. Thus, public relations is leading the way for business development outreach rather than the reverse as usually is the case for legal marketing initiatives.

To achieve this, the firm established a “formalized” group of FBS lawyers, who work directly and in an integrated fashion with both our PR and business development staff to secure a veritable “blitz” of bylines, news briefings and quotes in top-tier business and food trade publications, which were then repurposed in communications to FBS clients and prospects to show them that Kaye Scholer has all the necessary ingredients to effectively resolve their complex legal issues. Halfway through the campaign, Kaye Scholer is already well on the way to reaching its goals.

 


 

Second Place

Ogletree, Deakins, Nash, Smoak & Stewart, P.C.

”Ogletree Deakins 2013 Media Relations Campaign"

Summary

As the landscape for legal work continues to evolve, Ogletree Deakins recognized the need to maintain and grow its market share and drive consideration of the firm’s services. The objective of the firm’s 2013 media campaign was to further establish shareholders as thought leaders in the labor and employment law field; establish attorneys as the go-to media resource for trends, issues and developments; and elevate the firm’s profile. More specifically, the firm wanted to increase substantive media coverage in each of the firm’s 45 markets, build readership for its blog, and increase community growth on Twitter and LinkedIn.

Ogletree Deakins - 2nd Place

The target audience of the campaign included business and human resources executives as well as in-house counsel — the people who deal with the ever-changing labor and employment law landscape. Ogletree Deakins leveraged research to identify publications and reporters in key local markets, and worked with attorneys to identify key issues affecting employers. The firm also targeted the top three to five national HR, business and legal publications.

With a PR team of just two, the firm exceeded all of its goals for the program, increasing year-over-year media coverage by more than 100 percent, with approximately 500 articles in 2012 and more than 1,000 in 2013. What’s more, new business opportunities were realized because of the firm’s media relations efforts.