National Media Coverage for a Local Legal Filing

The Challenge

In February 2020, the first Diocese in Pennsylvania was preparing to declare bankruptcy following a grand jury report detailing decades of sexual abuse in Catholic Churches. While the case was local, there were national implications for not just Dioceses, but many large nonprofits across the country. There was no doubt that this groundbreaking filing would garner intense local media coverage. The challenge was to position the attorney representing the local Dioceses as the leading expert nationally on bankruptcy filings among nonprofits, charitable and religious organizations.

Strategy

Maven developed a proactive approach to national media outreach to ensure the attorney and his unique expertise were highlighted in media coverage. Maven worked with religion reporters at select national media outlets, providing embargoed information 24-hours in advance of the public announcement. Advance interviews were arranged with reporters and the attorney.

Results

This approach resulted in the attorney’s inclusion in national media coverage in The New York Times, The Wall Street Journal, The Washington Post and NPR on the day of the official announcement. The online national coverage also resulted in 7,578+ total social shares. His expertise on the issue and insight on long-term impact of the filing were evident in both the national and local coverage.