Pillsbury
Top-tier profile for our client on a major trade deal
When a US/UK trade deal was announced following months of tariff uncertainty for UK businesses, we knew it was the perfect opportunity to position our client, Pillsbury Winthrop Shaw Pittman, as the experts on international law.
Achieving cut through on a front-page topic like a major trade deal can be challenging. Competition for column inches from other commentators on a topic as highly publicised as a US/UK trade deal was fierce, and dominated by officials working on the deal, not external experts.
The tactics
For major announcements like this one, getting the timeline right is crucial.
- Preparation – in the run up to the trade deal being officially announced, we prepared key media contacts to receive comments from our client
- Monitoring – reported facts changed on a daily basis requiring assiduous monitoring across media and social media channels to ensure prepared comments were on the money
- Hard graft – on the morning of the newsbreak, with comments ready we committed to extensive targeted media outreach and an effective sell-in
- Atomisation – beyond the news break, we continued to push for longer-form comment pieces and bylined articles
The Results
Two back-to-back live broadcast appearances at the news break…
…and 10+ pieces of print media coverage including in top-tier publications such as Bloomberg, City AM and The Japan Times.
