Three Case Studies
IN DEFINING MOMENTS
Every year, there are a handful of moments that quietly change the trajectory of a business. A launch. A decision to go after new market share. A founder who is finally tired of being the best kept secret. Those are examples of three very unique defining moments when clients came to us for PR support and here’s a snapshot of how we helped them succeed in leveraging these for greater visibility, credibility and profitability for their businesses.
A scaling HR firm ready to grow up its brand
The first client is a scaling outsourced HR company that believes businesses of any size should have access to quality HR advisory services. They were already strong operators. The defining moment was realizing they needed their brand and visibility to match the quality of their work, especially in two sectors where they saw big opportunity: automotive and construction.
We built a PR program that treated this as a real shift, not a quick hit. On the brand side, that meant securing top‑tier media placements in more than 85 US outlets, including an Inc. Female Founders honor and a regular contributor column in Forbes, along with coverage across major business publications. Those wins boosted SEO and brand awareness, but more importantly, they gave the team credibility they could point to in every client conversation.
On the sector side, we went deep into automotive and construction. We developed a focused strategy around speaking opportunities, bylined articles and coverage in hyper‑targeted industry media. Leaders from the firm were appearing in those publications almost monthly with practical, of‑service advice. Over time, they became the go‑to HR resource in those industries, which was exactly what this defining moment was meant to unlock.
An upscale “neighborhood” wellness studio that needed fast, credible awareness
The second client is a holistic wellness studio opening its doors for the first time on New York’s Upper East Side. This was a classic launch. New space, new concept and a very small but important radius of potential clients.
From the start, they were clear about two goals. First, reach a hyperlocal audience within about five to ten blocks. Second, earn real credibility with a sophisticated, affluent client base that had no shortage of wellness options. So we went after coverage that was both New York‑centric and focused on reaching a sophisticated, wealthy clientele.
We targeted outlets like New York Magazine’s The Strategist, Vogue, Newsweek and legacy health titles such as Prevention, alongside New York‑focused publications that neighborhood residents actually read. In every piece, we made sure the studio and its leadership showed up as experts, not just a new address.
The coverage worked at every stage. It helped bring people in the door. Then, once they were on the website or in the space, those press logos and articles served as proof points. They reinforced that this was not just another studio, but a trusted resource for skincare, nutrition, exercise, rest and recovery programs that allow members to cultivate a balanced, healthy lifestyle.
A boutique litigation firm tired of being a best kept secret
The third client is a high‑touch, boutique litigation firm that offers a white shoe level of expertise with a more personal, hands‑on approach. This defining moment was simple. The firm was tired of being a best kept secret while winning big cases against much larger firms across founder disputes, contract issues, trademark and copyright enforcement, non‑competes, non‑disclosure agreements and more.
We built a two‑track PR strategy. First, we made sure the firm was primed for visibility in the reactive news cycle. Whenever a headline touched on a big case, our client was ready with smart, usable commentary. That led to placements with outlets like the Associated Press, CBS News New York and Bloomberg, which built broad visibility and trust.
Second, we placed bylined articles and features in legal trade publications where in‑house counsel and decision makers actually look for insight, including New York Law Journal and Business Law Today. Those pieces polished the brand and put our client directly in front of the people who could retain the firm.
Across the campaign, we earned more than 50 media placements. More importantly, the firm stepped out of the shadows. This small but mighty team began to show up alongside much larger firms, with coverage that made it clear their expertise could more than hold its own.
One theme, three very different moments
Three clients, three defining moments. A brand ready to grow into new sectors. A neighborhood launch that needed trust on day one. A boutique firm tired of hiding in plain sight.
There is no single “right” kind of defining moment. The real question is whether you recognize yours, and whether you use it to bring the right visibility and credibility to your business when it matters most.