Law Firm Includes PR in its Trial Preparation
A landmark legal case with widespread national and international media interest calls for solid media preparation and execution. A major law firm in Philadelphia knew a case they were handling was going to be big – so in addition to preparing for a six-week trial, they built a solid PR case as well.
Sawmill Marketing Public Relations provided media training and interview preparation services for the lead attorneys well in advance of the trial, so key messages would be communicated succinctly and consistently in a format and context the media can use.
When the verdict was announced – in our client’s favor – SMPR provided on-site media services to ensure a smooth press conference with more than 50 cameras inside and TV satellite trucks outside. Next day coverage included lead stories in The New York Times and USA Today, extended coverage on NBC Nightly News, NPR and countless other outlets.
To extend the message about the firm’s capabilities, SMPR began arranging follow-up stories and speaking engagements nationwide, booking appearances at some of the nation’s most prestigious venues, such as the Houston Forum and the Commonwealth Club in San Francisco.
Hot Stories Serve Up an Ice Cold Hit
When a regional ice cream company planned to launch a new product line, Sawmill Marketing Public Relations was called in to devise a full-flavored PR plan to attract the press. To promote the new brand targeting women, SMPR commissioned a national Harris Survey of Americans’ ice cream eating habits and rituals. The results were quite entertaining, and SMPR arranged for the client’s consumer advocate to share the results (and conduct taste tests) in the company’s key markets, appearing on local TV and radio stations, and the business pages of the major daily newspapers. Industry trade press covered the new line, while TV stations in major markets across the country covered the survey. Media providing the biggest scoops on the survey included USAToday.com, the New York Post and Reader’s Digest, helping our client to its best product launch ever.