Goal

Determine current perceptions of corporate attorneys and law firms about a new billing structure being promoted by a legal management software company

Develop public relations program to address target audience’s concerns, educate market about benefits of new billing structure, and demonstrate how client’s products/services address target market’s needs

Execution

Used four-step public relations process to:

• gather research on target market; determine perceptions
• create detailed plan of action to meet client’s business objectives
• recommend specific strategies and tactics to implement
• establish a baseline for evaluating the success of the program at key intervals

Results

Compelling feedback from target audience via survey of corporate attorneys resulted in significant revisions to company’s key messages

Developed credibility for company using new messages woven into educational bylined articles that were published in a number of key trade publications; articles then became powerful sales tools