Thought Leadership Media Relations Campaign for Boston-area Law Firm

Thought Leadership Media Relations Campaign for Boston-area Law Firm

Situation Analysis

Founded in 1980, Posternak Blankstein & Lund LLP (PBL) is a unique law firm, with the size and experience to handle sophisticated business transactions and complex litigation, but also committed to retaining close client relationships, being responsive and an understanding client businesses generally identified with smaller firms. The firm’s staff of nearly fifty lawyers handles cases in healthcare, real estate, venture capital, as well as providing arbitration and mediation. PBL prides itself on providing high quality legal services and sought to generate awareness about the firm throughout the New England. Schneider Associates was retained to help raise PBL’s profile and stature in the Boston business community.

Following initial strategy meetings and planning sessions, SA suggested implementing a targeted thought leadership media relations campaign to help PBI develop strong relationships with local reporters, editors, and producers. These relationships generated opportunities for PBL lawyers to provide expert commentary about relevant and newsworthy legal issues and topics in the news.


  • Secure media coverage of PBL to help generate awareness of the law firm’s work and expertise
  • Position PBL and its lawyers as experts with local media, and establish relationships with journalists
  • Drive traffic to PBL’s website and foster inquiries about representation


SA conducted a discovery session with PBL, during which we identified several spokespeople for the firm. Given the wealth of experience and knowledge these attorneys about their fields, SA positioned them as thought leaders in various subject areas including real estate, personal finance, LGBT laws, family leave and employee relations. SA then used our media expertise to identify relevant trending news topics, offer PBL attorneys as experts on these topics and regularly communicate with journalists and editors to build relationships and secure on-going opportunities for PBL staff.

The Approach

In conjunction with PBL, SA compiled a list of relevant press contacts (reporters, editors, producers) at regional print and broadcast outlets that PBL’s target audience would likely be reading and/or tuned into. After finalizing the outlets, we began drafting pitches, press releases and creating briefing sheets and pitching them to media with a PBL attorney positioned as an expert to comment on a specific issue.

As media opportunities arose from these efforts, SA prepared PBL spokespeople for interviews with potential questions the might encounter and messaging to use about the firm. We then followed-up with the reporter to be sure that he or she had the information needed for an article and to clarify any questions that may have arisen following the interview.

SA regularly drafted bylined articles and op-eds with interesting legal perspectives for PBL spokespeople on newsworthy topics and/or events. When securing these placements, we contacted opinion page editors to assess the need for articles on topics that would showcase the expertise of PBL attorneys.


SA secured over 30 media placements in Boston publications throughout 2016 on the behalf of PBL. Some of the regional outlets PBL appeared in and topics discussed included:

  • New England Real Estate Journal: Mike Rubin contributed a piece on Boston’s record-low vacancy for industrial warehouse space
  • Boston Globe: Mike Rubin was interviewed about the acquisition of the Mandarin Hotel
  • Boston Herald: Rosanna Sattler spoke about news in the drone industry
  • Boston Business Journal: Announced PBL hiring Alex Desrosiers and Sanjeev Mahanta
  • Massachusetts Lawyers Weekly: Dustin Hecker spoke about a sexual assault case
  • Society for Human Resource Management: Nancy Puelo commented on new overtime workplace rules and the discrepancy between employee titles and experience
  • Money Matters Boston (Radio): Valerie Samuels called in to discuss the State Street layoffs
  • WBZ (Radio): Rosanna Sattler called in to discuss Cambridge Taxi Drivers and Owners Association’s lawsuit against the city of Cambridge over “burdensome regulations”

SA also secured coverage in the following national outlets:

  • Forbes: Rosanna Sattler discussed transgender issues
  • U.S. News & World Report: Larry Athan submitted written advice for couples looking to combine their finances
  • David Barbash submitted legal advice for small business owners
  • Associated Press: Dustin Hecker spoke on the matter of DraftKings merging with FanDuel

The coverage secured by SA for PBL raised awareness of the firm and established PBL attorneys as thought leaders in their respective practice areas and in the legal industry. PBL and its attorneys have become a reputable source for local, regional and national media outlets and have established a strong presence as thought leaders both in Boston and nationally.

May 17, 2017