Pepper Hamilton
Category: Media Relations & Storytelling – Newsjacking
Industry: FLaw Firm
The Challenge
Pepper Hamilton, a former national law firm that has since merged and become Troutman Pepper Locke, relied on Buchanan Public Relations to elevate its Corporate & Securities Practice Group in national business media. To achieve meaningful visibility, the firm needed opportunities to insert its attorneys into fast‑moving news cycles — especially those involving high‑profile corporate activity. The challenge was identifying the right breaking story and moving quickly enough to become a go‑to legal source for top‑tier outlets.
Our Approach
We executed a rapid, sustained newsjacking strategy around one of the biggest business stories of 2018–2019: Elon Musk’s surprise announcement that he was considering taking Tesla private.
What Our Team Did:
- Monitored breaking business news to identify timely expert‑source opportunities
- Built a targeted media list within hours of Musk’s initial tweet
- Drafted tailored pitches offering attorneys who could comment on the legal, regulatory, and investor implications
- Coordinated interviews across top business outlets
- Expanded the attorney bench as the story evolved to include experts in SEC investigations and corporate governance
- Tracked Musk’s tweets in real time to offer reporters fresh angles before they filed updates
- Provided fast, reliable access to attorneys during a months‑long news cycle, strengthening long‑term media relationships
The Results:
- Secured consistent monthly coverage from August 2018 through May 2019
- Produced 50 original stories across major outlets including Associated Press, Business Insider, CNBC, CNN, Forbes, Los Angeles Times, Reuters, The Verge, The Washington Post, and Wired
- Conducted 58 interviews or comment requests with top‑tier reporters
- Generated 3,000+ total stories when syndicated coverage is included
- Delivered more media coverage than the firm had received in the previous five years combined