Who is your client? What are its media goals?
Tom Ciesielka: We represent attorney Jeffrey Kroll and his recently launched firm, which he opened after years of working at a major Chicago law office. [Kroll sought] to raise his firm's profile so it could stand out among the hundreds of personal-injury attorneys in the Midwest.
What made the Chicago Daily Law Bulletin such a good hit? How did you pitch its editors and reporters?
Ciesielka: The Daily Law Bulletin is one of the most respected and well-read legal publications in the region, and since legal work is often driven by referrals from other lawyers, a great story there can resonate. [Kroll] had recently given a speech to a national legal conference on dealing with Gen X and Gen Y jurors. We used that as a hook to pitch a feature story on how visuals and other tools can help connect with younger juries.
Did you media train Kroll for this story? What other information did you offer to clinch the placement?
Ciesielka: [Kroll] works well with the media, so I didn't have to do any training. But I did condense his 30-page speech into a one-page summary, so the Bulletin reporter could better understand the message. I also worked with the law firm to gather some critical facts from third-party sources to help flesh out the story.
What was the impact of the hit?
Ciesielka: The piece created great buzz in the Chicago legal community and was picked up by people in [Kroll's] firm, which they hope will lead to additional referrals. The client was so pleased, they bought reprint rights and sent it out in a newsletter to more than 1,000 clients and prospects.
Name: Tom Ciesielka, owner of TC Public Relations
Placement: Chicago Daily Law Bulletin, March 2
Pitch timeline: Six weeks