Situation

For two consecutive years, RLF was engaged by one of the nation’s 100 largest law firms to handle media relations for its annual real estate summit. The law firm wanted to utilize the event to position itself with the media as an expert on a variety of real estate issues.

Strategy

Using the discussion topics for the event, RLF pitched national real estate reporters, as well as those in key sectors such as retail, hospitality and international investment. To help raise the firm’s profile with a national daily business publication, we worked with the event planning committee to invite the paper’s real estate editor to moderate a panel – an invitation she accepted both years. Knowing that many reporters would be unable to attend the event in person, we also set up a live video stream so reporters could watch the event remotely.

Results

Both years, RLF secured more than 30 media placements about the event in national and trade publications. Additionally, based on the credibility our outreach built with the media, the firm continued to see an ongoing stream of requests for interviews and bylined articles about its key practice areas.