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Cooley​ Media Relations & PR Advisory​

client: Cooley
Expertise: Brand consulting, Content and Design, PR and Media

The Brief

CCG was tasked with supporting Cooley as their PR team in Asia. Partnering with the marketing and business development team, CCG aimed to enhance media engagement in the Greater China market. This effort is crucial for strengthening Cooley’s marketing and brand awareness strategy as it solidifies its presence as an American law firm in Asia.​

The CCG Way

To achieve these objectives, CCG engaged with lawyers and heads of offices to understand their needs better. We implemented media training sessions and facilitated media engagement through relationship-building exercises. These initiatives aimed to increase key journalists’ familiarity with Cooley’s lawyers and to develop the partners’ key opinions into compelling stories relevant to their markets, whether through interviews or opinion pieces.​

CCG oversees all media engagements, both online and in person, with a strong focus on the Greater China market. We act as strategic advisors, ensuring that Cooley’s reach extends beyond legal trade media to encompass a wide spectrum of business, technology, finance, and more.​

Results

  • In Mainland China and Hong Kong, we achieved a combined total of 58 selective earned media pieces through proactive and inbound engagements within 6 months.​
  • Our lawyers have established and strengthened relationships with mainly tier 1 media outlets, including the HK Lawyer, Asian Legal Business, South China Morning Post, Nikkei Asia, DealStreetAsia, Bloomberg, Hong Kong Economic Journal, Caijing, and 36Kr, thanks to our relationship-building meetings and interviews.​