Building Leadership through Media

The Situation

An LHA client with a $900 million market capitalization was defining itself within the emerging and largely unknown Intellectual Property (IP) and Patent Asset Class sector. Built around relationships and through a network of subsidiaries, the client partners with multinational entities, inventors and other patent owners to license and defend their IP. The resulting revenue obtained from patent infringement prosecution is then shared. Initially, our client’s partners were primarily individual inventors and small companies with limited resources to properly pursue unauthorized IP users. After years of demonstrating expertise on both the IP license and legal fronts, large companies and even some former advisories began calling our client in an effort to generate revenues from existing IP.

LHA’s Solution

LHA was tasked with achieving multiple goals including converting inconsistent industry visibility and mainstream media coverage to a consistent flow that would further attract top-tier global clients, and ultimately make the client’s name synonymous with the Patent Asset Class marketplace. We also were tasked with securing editorial content to coincide with an aggressive flow of press releases to stimulate further interest. We accomplished the following:

• Secured high-profile coverage by enabling targeted journalists to pre-interview company executives and their clients via news embargoes. This technique enabled LHA to secure favorable coverage and time it with the release of company announcements.
• Proactively communicated the company’s story to targeted verticals and mainstream media outlets for in-depth stories.
• Regularly interacted with relevant digital media outlets, influencers and bloggers.
• Established a company news bureau for rapid response commentary, designed to promote the CEO as a thought leader and provide a voice in relevant and topical stories.

LHA’s Results

Within days of our engagement, LHA’s embargo strategy secured feature coverage in The Wall Street Journal. Over the course of the following 12 months, the company and its CEO were featured in news segments on Fox News, Bloomberg TV, CNBC, MSNBC, The Wall Street Journal, Dow Jones, Bloomberg News, The Orange County Register and more than 50 additional traditional and digital media outlets. The CEO also became the go-to source for thought leadership commentary on issues ranging from congressional bills that affect the U.S. Patent Office to the global patent process.