Repurposing Client Alerts Creates Pipeline of Media Coverage and Expanded Presence in Target Markets

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Washington D.C. Office of International Full-Service Law Firm


When COVID-19 regulations were rapidly evolving at the beginning of the pandemic, our client created a COVID task force to monitor news and distribute timely client alerts on OSHA regulations, CDC guidelines, PPP loans, eviction moratorium guidelines and more. Because many other firms set up similar task forces, it was difficult to break through the clutter and garner attention.


Berbay saw an opportunity to build on what the firm was already doing and bolster their current PR campaign by leveraging task force alerts in real-time. We created a  system to funnel news through our team and worked closely with the firm to prioritize information as it came in. We identified alerts we thought would pique the media’s interest and turned them into pitches nearly instantaneously. This allowed us to deliver valuable, up-to-the-minute content to reporters and secure interview and article opportunities for the attorneys.


As a result of quick thinking and systematic planning to capitalize on the task force’s updates, Berbay obtained coveted media coverage for many months. Successes included Globe St., Bisnow, Commercial Property Executive, Bloomberg Law and Washington Business Journal.

The firm was able to further leverage the coverage by posting placements on their website, sharing on social media and sending to their database as a follow up to the legal alert. The coverage also created an expanded presence beyond the firm’s current client base in their target markets.

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