Making the List

SITUATION

Sutherland Asbill & Brennan wanted to promote the strength of one of their top litigators, Teresa Wynn Roseborough.  Teresa has an outstanding resume, which includes participation on the firm's Executive Committee, high-level civic involvement and experience on several high-profile matters, including handling all of the 11th Circuit Court of Appeals' work for Al Gore in Bush v. Gore.

We had great success in getting Teresa quoted as a third-party expert source in numerous media outlets, just as we were able to obtain substantial coverage of her significant trial achievements.  However, there still existed a disconnect between her career achievements and her feature profile coverage in local outlets.

OUR SOLUTION

Considering that local coverage should be easier to procure than national coverage, our solution was slightly counter-intuitive.

We decided to spotlight Teresa's impressive accomplishments for possible inclusion in The American Lawyer's prestigious list of "45 Lawyers Under 45."  We created an outreach program to introduce her to key members of The American Lawyer's editorial staff, and kept them abreast of her on-going accomplishments.

If successful, our plan was to "parlay" The American Lawyer honor as a differentiator and pitch Teresa for feature profiles in our local market.

RESULTS

Teresa made The American Lawyer's "45 under 45" list of influential attorneys.  Moreover, she was one of only eight women to make the list, one of only two African-Americans, and the only lawyer (male or female) from Atlanta to appear on it.

Most importantly, with the national credential supplied by The American Lawyer, we successfully pitched and secured feature profiles for Teresa in The Atlanta Journal-Constitution, Business to Business magazine's "Diva's" issue and Black Enterprise magazine.