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Greenberg Traurig

The Situation

Greenberg Traurig LLP is an international, multi-practice, law firm with approximately 1,900 attorneys worldwide. The firm’s Atlanta office employs more than 100 attorneys who have received national acclamations for their work with global brands and corporations. More than 14 years ago, GT sought the PR expertise of HBI to help elevate the profile of its attorneys and their respective practice areas locally, regionally, nationally and to the legal trade industry. 

The Approach

A primary area of focus in HBI’s PR strategy was executive leadership, especially for the firm’s managing shareholders Ernest Greer and Ted Blum. HBI sought not only traditional media opportunities, but networking and community visibility initiatives for Ernest and Ted. HBI also worked with local and national media to keep a steady flow of Atlanta office mentions in the press – this approach included press releases, proactive pitching, placement of thought leadership columns, commentary on breaking news events and award nominations for both individual attorneys and practice groups. Other activities included maximizing sponsorship opportunities, assisting in coordinating firm events and speech writing. 

The Results

Since GT began working with HBI in 2006, the firm has become one of the most visible and media savvy in the city. Assisted by HBI’s influence, Ernest Greer is now a prominent face on the Atlanta business scene with distinctions on his resume including Atlanta’s 100 Most Influential and chairman of the Georgia Chamber of Commerce. Ted Blum is the chairman of the Chick-fil-A Foundation and holds prominent member positions on the board of the Emory University Center for Ethics and Junior Achievement of Georgia.  Both Ernest and Ted appear regularly in the Atlanta Business Chronicle and are consistently recognized for both their work with GT and the community. Multiple GT attorneys can boast awards on their resumes due to HBI’s ability to seek and write nominations, while other attorneys have received substantial local, national and even international coverage, and even international coverage in publications like Financial Times. HBI also maintains a strong relationship with legal trade publications including the Daily Report and Law360, ensuring a favorable and consistent flow of news coverage within the industry.