Thought Leadership Campaign for Boston Law Firm Posternak Blankstein & Lund (now Arent Fox)

The Opportunity

Founded in 1980, Posternak Blankstein & Lund LLP (PBL) was a unique law firm, with the size and experience to handle sophisticated business transactions and complex litigation. The firm’s staff of nearly fifty lawyers handles cases in healthcare, real estate, venture capital, as well as providing arbitration and mediation. Schneider Associates was retained to help raise PBL’s profile and stature in the Boston business community through a targeted thought leadership media relations campaign.

The Strategy

Given the wealth of experience and knowledge that PBL attorneys have in 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 ongoing opportunities for PBL staff. SA regularly drafted bylined articles and op-eds with interesting legal perspectives for PBL spokespeople on newsworthy topics and/or events.

The Result

SA secured dozens of relevant media placements in Boston publications throughout many years of working on behalf of PBL. Some of the national and regional outlets PBL appeared in included: Forbes, U.S. News & World Report, CBSNews.com, New England Real Estate Journal, Boston Globe, Boston Herald, Boston Business Journal, Massachusetts Lawyers Weekly, Society for Human Resource Management, Money Matters Boston (Radio), WBZ (Radio). The coverage secured by SA for PBL raised awareness of the firm and established PBL attorneys as thought leaders in their respective legal practice areas.