Localizing National Media Coverage

The Challenge

In July 2013 the ACLU and volunteer counsel from Hangley Aronchick Segal Pudlin & Schiller filed a federal lawsuit on behalf of 10 same sex couples who wish to marry in Pennsylvania. After the initial onslaught of media coverage, Maven was tasked with keeping the media interested as well as generating more recognition for the pro bono work of the law firm around the filing, outside of the ACLU.

3

Profile pieces written about lead attorney

47%

Increase in web traffic in the days following the ruling

Strategy

Maven crafted a media strategy that positioned the lead counsel from the law firm as an intense human rights advocate at the helm of one of the most impressive mid-sized law firms in the state with a strong track record of winning groundbreaking cases.

Results

The media strategy resulted in mention of the firm’s involvement in the case in numerous media articles including The Wall Street Journal, Bloomberg, The Philadelphia Inquirer, Radio Times with Marty Moss-Coane (WHYY) and Law360, among others. In addition, profile pieces on the firm’s lead counsel were written in The Legal Intelligencer, The Pennsylvania Record and Main Line Suburban Life. The attorney continues to be a resource for local and national reporters on high profile cases related to the legal rights of same-sex couples and other human rights initiatives.