Case Study: Law Firm Media Relations Strategy
Media Relations Strategy Positions Law Firm as Thought Leader on Workplace Law
Fisher Phillips
Challenge:
Fisher Phillips is a national management-side labor and employment law firm with regional offices throughout the United States. Despite its expertise in workplace law and strong media presence at a national level, awareness of the firm’s Cleveland and Columbus offices within the Ohio market was relatively low.
The goal was to build greater brand awareness for the firm and to leverage the industry expertise of its local attorneys in order to position Fisher Phillips as a leading labor and employment law firm in Ohio.
Solution:
Roop & Co. was brought on board to help maximize the firm’s positive coverage in local media through the development and execution of a media relations strategy. During the initial phase of this program, our team developed a media list of key reporters at legal, business and trade publications in the Ohio market. Next, we conducted media outreach to build relationships with the reporters, highlight the firm’s industry expertise and position it as a go-to source for news stories related to labor and employment law.
During the second, ongoing phase of this program, Roop & Co. focused on implementing its media relations strategy through several key communication tactics. This involved collaborating with local attorneys at Fisher Phillips on a regular basis to identify trending topics and issues in labor and employment law, and then developing an editorial calendar to help streamline the media pitching process. Our team leveraged these topics to proactively pitch Fisher Phillips as an expert source and secure a variety of media opportunities, including bylined articles, guest blogs, opinion editorials and media interviews. Throughout this process, we continually monitored for media coverage and reported on our results.
Results:
Our media relations strategy resulted in regular placements in Crain’s Cleveland Business, The Plain Dealer, Smart Business Magazine, The Columbus Dispatch, Columbus Business First and Columbus CEO Magazine, along with a variety of industry trade publications. In fact, Fisher Phillips saw an increase of 8-10x more media hits on average.
This has led to a greater awareness for the firm and effectively positioned it as a leading authority in labor and employment law within the Ohio market, which in turn helped to support client attraction and retention efforts.