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Positioning Lathrop GPM During COVID-19
Lathrop GPM
The Challenge
As the COVID-19 pandemic unfolded in early 2020, many businesses were uncertain of how to adapt to the changing landscape. Lathrop GPM recognized that businesses needed legal guidance on a variety of issues many were facing in the midst of this unprecedented challenge, including insurance recovery, employment, new mandates, stay-at-home orders and loan programs, such as those created by the Small Business Administration (SBA).
The Strategy
With the help of Lathrop GPM’s business development team, we identified attorneys across several practice groups who could speak to trending COVID-19 topics. This included an attorney from the insurance recovery group, who would serve as a popular source for media just as flights and large events were being canceled. We also identified two attorneys who could help media understand how to interpret the loans from the SBA’s Paycheck Protection Program, and yet another who could speak to cybersecurity threats. After interviewing the respective attorney, we crafted and distributed pitches to key media outlets.
The Result
In spring 2020, we earned more than 50 media placements in news outlets across the country featuring more than 10 attorneys, including a spot on CNBC, and articles and contributed pieces in the Washington Post, CNN Business, Yahoo Finance, Law360, HuffPost, Global Franchise Magazine, Minnesota Lawyer and several Business Journals.
Client
Lathrop GPM
Category
Legal
Services
PR