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Comprehensive PR Campaign Leads to New Cases for Law Firm

Client: Los Angeles-based plaintiff’s trial law firm

Challenge: The firm was filing back-to-back negligence and wrongful death lawsuits the week of Thanksgiving against utility companies on behalf of victims and surviving families of the devastating California wildfires.

Work: When we obtained an email from our client informing us of the lawsuits, we sprang into action. Understanding how crucial it was for media efforts to be among the first law firms in a soon-to-be long list filing lawsuits against the utility companies, we distributed the first of three press releases and media alerts, within 48 hours, and facilitated the first of three press conferences. Media outreach was particularly challenging given that it was a holiday week and many reporters were out of office, but by using every communication tool at our disposal and tenacious follow up, we ensured all outlets were aware of the lawsuits.

In the following months, among uncertainty after one utility company filed for bankruptcy, we offered our client as a resource to provide insight on what plaintiffs could expect. In addition to coordinating media efforts, we facilitated the firm’s online and print advertising campaign, including implementing a micro website and search engine optimization (SEO) campaign to promote the firm’s “Town Hall Meetings,” which were held to inform wildfire victims of their rights and options to seek recovery for their losses beyond what their insurance providers could offer.

Result: The firm was able to generate greater awareness for the lawsuits and signed up several new cases. We obtained more than 450 placement for our client, both print and on-camera interviews, including several prominent national and local outlets: The Wall Street Journal, CNN, Forbes, The Associated Press, USA Today, Buzzfeed, FOX LA, KTLA, CBS Los Angeles, NBC Los Angeles, Telemundo, Ventura County Star, KPCC, Estrella TV, LAist, The National Law Journal, Daily Journal and many more.


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