Client: A premier business, financial restructuring and litigation firm
Challenge: Berbay began working with an attorney who wasn’t actively marketing his practice. He expressed doubt that putting time and resources into it would generate leads.
Work: In a conversation with the lawyer about his current work, we uncovered a trend at the intersection of employment-related litigation and bankruptcy. We drafted and pitched the topic as a bylined article idea to several employment publications.
Result: We secured multiple article opportunities and the attorney ultimately pursued all of them. We worked with him to leverage the articles, which resulted in numerous calls and a new matter. By digging deeper into our client’s work, we were able to open his eyes to the power of bylined articles to effectively market his expertise.