RFP PR

SITUATION

A large New York law firm was opening an office in Sao Paulo, Brazil.  The firm also happened to be competing for a multi-billion dollar privatization project in the region.

Normally new office openings are not big news but it was imperative for the firm that this event be received and reported differently.

OUR SOLUTION

A very narrowly targeted media relations campaign focusing on the top newspaper in Brazil.

Message points were created to "enlarge" and "expand" the office opening into a much bigger event. Points emphasized the firm's international reach and expertise and subtly/tactfully suggested that the firm was doing Brazil a favor by opening an office there.

The new resident partner and the chairman of the firm were both coached as spokespersons and together were offered - exclusively - to a reporter at the Gazeta Merkantil.

RESULTS

During the 3rd-round of the RFP selection process for the privatization project, news of the firm's expansion into Sao Paulo appeared in a front page, feature story in the Gazeta Merkantil - "The Wall Street Journal of Brazil" - complete with head-shot sketches of the Chairman and the partner.

The story solidified the firm's expertise claims and was very well received by the privatization project's corporate counsel.

The firm went on to win the business.