Greentarget

Greentarget

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Challenge

After the U.S. Supreme Court in June 2022 overturned nearly five decades of precedent protecting the right to abortion, organizations and individuals faced a critical communications dilemma: whether—and how—to weigh in on a controversial ruling with profound legal ramifications that was igniting furious and emotional debate across an already divided nation.

In the days that followed, more than 2,500 female lawyers signed an open letter published in The American Lawyer that denounced the decision in Dobbs v. Jackson Women’s Health Organization overturning Roe v. Wade and Planned Parenthood v. Casey. Signatories also committed to providing pro bono legal services to organizations that support women’s access to reproductive healthcare, including abortion.

One male partner at global law firm Eversheds Sutherland was so moved by the pledge—and personally outraged by the Supreme Court’s decision—that he felt called to act and show his support for the pledge his female colleagues had made. He drafted an open letter that expressed solidarity and encouraged other male lawyers to join in donating money and offering pro bono legal services to organizations that support reproductive healthcare.

The lawyer intended to publish and distribute the letter himself, and was on the cusp of reaching out to The American Lawyer when the firm’s Director of Communications & PR got wind of the plan. While the letter was coming from the lawyer personally, it would difficult, if not impossible, to separate his action as an individual from any position the firm might take on the issue.

The communications director, while empathetic, knew an extra level of care and attention was required to navigate this sensitive topic. She immediately brought Greentarget in as a trusted advisor to provide counsel and support.

Approach

Greentarget’s account team connected with the partner to understand his perspective and goals for this letter. We also provided support to the firm’s communications team as they navigated internal politics around the issue.

Greentarget’s Content & Editorial team was quickly brought in to review and lightly edit the letter, ensuring that it was constructed so readers couldn’t take his words out of context. Within 24 hours, the letter was nearly ready for publication.

Next, we contacted the editor-in-chief of The American Lawyer to gauge her interest in running the piece. We made the strategic decision to reach out directly to the editor, instead of to a reporter, due to the high-profile nature of the topic and because the outlet had previously published the women’s letter that inspired this effort. That route yielded a quick response and agreement to run the letter.

Greentarget advised on a timeline for distribution of the letter via email to potential signatories – driven by the partner’s personal list of contacts – and created a process for collecting and updating signatures once the letter was live.

On June 30, the Eversheds Sutherland partner sent the letter to his contacts via email and LinkedIn, urging them to share and sign the letter.

Results

The letter generated a powerful response across the legal industry. More than 1,000 male lawyers signed it by the time it published in The American Lawyer on July 1, and that number more than doubled before the week was done.

An effort that started with one partner tapping his own network snowballed, ultimately generating hundreds of responses from partners, non-partners, men and women who used their personal networks to spread the word. Positive reactions poured in, overwhelmingly expressing gratitude to the partner for providing a platform for individuals to express their support in a public forum.

The lawyers who signed the letter represented a range of law firms – small, mid-size and large – and even included in-house counsel, ultimately reaching more than 164 different firms. Some signatories came from firms with strict no comment policies on the topic, demonstrating the societal importance of this issue despite it being a complex one for firms to navigate.

This effort was a resounding success. Eversheds Sutherland appreciated Greentarget’s guidance in helping the partner express his point of view on such a highly sensitive topic, while keeping the firm’s reputation with clients and internal stakeholders intact.

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Greentarget and BRG Win Gold MarCom Award for ThinkSet Magazine 
 

CHICAGO, IL (October 20, 2025) – Greentarget today announced that the firm, in partnership with its client BRG, was awarded a gold medal at the 2025 MarCom Awards in the “Publications | Magazine | Corporate” category. The firms were jointly recognized for their work on BRG’s ThinkSet magazine, particularly its Spring 2025 “Antitrust Across the Atlantic” issue.  

ThinkSet aims to provide nuanced, multifaceted thinking and expert guidance to help organizations adopt a more strategic, long-term mindset. Each quarter, BRG releases an issue featuring Q&As, infographics, op-ed style pieces and more, devoted to analyzing an emerging theme from different angles in the business landscape. The “Antitrust Across the Atlantic” issue considered whether a new era of antitrust and competition policy is on the horizon, with nine articles from 12 BRG experts around the world and a podcast with David Teece, BRG’s cofounder and chairman emeritus. 

“In professional services, thought leadership can seem endless—and separating your best content from that of competitors requires a strategic plan to highlight insights with the greatest relevance, utility, urgency and novelty,” said Joe Eichner, Vice President of Greentarget’s Content & Editorial team. “That’s been our North Star with ThinkSet, and I look forward to continue working with our excellent partners at BRG to create the high-impact content ThinkSet readers have come to expect.”   

MarCom is administered by the Association of Marketing and Communication Professionals. The MarCom Awards honors excellence in marketing and communication while recognizing the creativity, hard work and generosity of industry professionals. The award-winning issue of ThinkSet drew on BRG’s leading Antitrust & Competition practice to introduce a collection of global insights on shifting competition policies, the impact of new technologies on antitrust enforcement and burgeoning market trends across the U.S., EU, U.K., Asia-Pacific and Africa. 

“Since its inception in 2017, ThinkSet has evolved to become a go-to resource for some of BRG’s best thought leadership,” said Matthew Caselli, Editor-in-Chief of ThinkSet and Senior Content Manager at BRG. “The content in this and other issues exemplifies that in-depth thinking on complex topics does not have to be filled with dense, jargon-filled text. Our goal, in collaboration with Greentarget, is to craft clear, succinct and engaging content that doesn’t waste our business audience’s most valuable asset: time.”  

The next issue of ThinkSet—a 2026 outlook series—will be released later this fall. Explore even more of what BRG’s ThinkSet magazine has to offer here.  
 

About BRG 
BRG combines world-leading academic credentials with world-tested business expertise, purpose-built for agility and connectivity, which sets us apart—and gets our clients ahead.  

Our top-tier experts include experienced industry leaders, renowned academics and leading-edge data scientists. Together, they bring a diversity of proven real-world experience to economics, disputes and investigations; corporate finance; and performance improvement services that address the most complex challenges for organizations across the globe. 

Our unique structure nurtures the interdisciplinary relationships that give us the edge, laying the groundwork for more informed insights and more original, incisive thinking from diverse perspectives that, when paired with our global reach and resources, make us uniquely capable to address our clients’ challenges. 

Visit thinkbrg.com to learn more. 
 
About Greentarget 

Greentarget is a strategic public relations firm focused exclusively on the communications needs of highly competitive professional services organizations. We counsel those who counsel the world’s leading businesses and direct smarter conversations among their most important audiences to help deepen the relationships that impact the long-term value of their organizations. For more information, visit www.greentarget.com. 

 

 

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Is Your Firm’s Content Getting Lost in a Sea of AI?

AI is fundamentally changing how audiences discover and engage with content, while the fast-moving news cycle under the second Trump administration creates additional complexity for traditional media approaches. In the recording above, we discuss:

  • AI’s Impact on Search and Discovery: Understand how artificial intelligence is transforming the way audiences find and interact with your content
  • The Benefits of Owned Content: Learn why controlling your content distribution is more crucial than ever in today’s media environment
  • How to Build an Effective Content Strategy: Develop practical approaches to regain command when external factors seem unpredictable

You’ll come away with:

  • Actionable insights you can implement immediately
  • A deeper understanding of how to optimize your content for AI-driven search
  • Strategies for standing out in an increasingly crowded digital space
  • The chance to learn from peers facing similar challenges
  • A competitive advantage in the new era of content discovery

It’s time to adapt and thrive in this new environment.

More Strategies for Rising Above the AI Noise

In our white paper, we’ll show you how forward-thinking firms can reclaim their authority. It’s not about churning out more content. It’s about creating the kind of content AI can’t generate: original, informed, and deeply human.

Download the guide below and start building content that’s not just seen—but trusted, cited, and remembered.

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Challenge 
Leading up to the 2024 U.S. elections, the weight of the tumultuous and unpredictable election cycle was weighing on employers, who understood that the legislative and regulatory landscape could shift dramatically based on the outcomes in November. With various scenarios potentially unfolding, there was a clear need for guidance to prepare business leaders for these significant changes.

As the largest law practice in the world devoted solely to labor and employment law, Littler was uniquely positioned to be a primary resource for journalists covering these evolving issues. However, given the fast-moving news cycle and the wide range of potential impacts on workplace regulation, a timely and impactful event was needed to effectively showcase the firm’s thought leadership. 

Solution 
Greentarget saw an opportunity to further reinforce Littler’s position as the authoritative source on workplace policy by arranging a virtual roundtable in October 2024 to address the media’s top questions ahead of the election. 

The roundtable featured perspectives from Littler sources with deep subject matter knowledge on pressing issues, including immigration policy; inclusion, equity and diversity initiatives; labor relations and union activity; and artificial intelligence. Greentarget was closely involved in preparing the agenda and coordinating logistics, identifying key topics to cover, developing scripts and talking points, preparing the speakers, and facilitating the discussion and Q&A.  

Greentarget secured live participation from leading journalists at top-tier business and trade publications. The discussion was structured to provide clear and practical takeaways on potential regulatory shifts, positioning Littler as a primary source for ongoing election-related coverage.  

Results 
The media roundtable generated significant engagement, with nearly 20 journalists in attendance, including from Axios, Forbes, NPR, Politico, The Wall Street Journal, and The Washington Post. After the roundtable, Littler sources were featured in more than 50 high-profile publications, both pre- and post-election, highlighting the firm’s credibility and thought leadership at a critical time for employers.  
 

Along with the numerous media placements, the roundtable further strengthened Littler’s relationships with top-tier publications, creating opportunities for continued visibility and influence. Several top-tier reporters shared positive feedback on the roundtable and one of the firm’s speakers noted: “The roundtable was the most smashing success that I’ve ever experienced in all my years of doing press.” 

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Why professional services firms should deploy quick-to-market survey reports to deliver timely thought leadership 

Back in 2015, when the idea of a Trump presidency was still a punchline to many, researchers found that most Americans could only pay attention to one task for 8 seconds.  

It may have seemed unbelievable then, but as rapid-fire policy shifts and widespread economic uncertainty continue in today’s digital-first media landscape, it’s becoming easier and easier to see why Americans lose focus faster than a goldfish.  

This poses a problem for professional services firms that leverage research reports to cut through the noise. On the one hand, executives crave up-to-the minute, data-driven thought leadership more than ever—our 2025 State of Digital & Content Marketing survey shows that, after articles, research reports are the most preferred content type for both C-suites and in-house counsel. On the other, today’s hyper-accelerated news cycle makes it increasingly difficult for some data to remain relevant by the time it’s ready to publish—much less hold a reader’s attention for 10-plus pages.  

Consider the time it takes to get research to market. For example, a report on the challenges facing U.S. manufacturers, based on a 20-question survey fielded in February, will likely take 2-3 months to analyze, write, design, and distribute—at which point the respondents’ sentiments may have gone stale, given ongoing zigs and zags in tariff policies. By contrast, a brief, five-question survey report released within 2-3 weeks of fielding can deliver fresh, market-leading insights on timely topics, enabling your firm to gain significant traction with target audiences via owned, earned, and social media.  

Pivoting to a flash or “pulse” survey won’t always be the right play. Topics with a longer lead time (e.g., litigation), business challenge comparisons across industries and geographies and annual reports will still benefit from additional depth and analysis—and the benchmarking data they provide is valuable. Yet it’s also not a binary decision. Supplementing an annual report with a flash survey, for instance, can add substantial value by updating the findings uncovered in the more robust effort; alternatively, firms can use a flash survey to validate research questions for use in a more in-depth report.  

Why you should consider a flash survey  

Flash survey reports deliver rapid-turn insights based on short, ~5-question surveys. The end product: 1-3 pages of designed, easily digestible content and infographics that are ready-made for an associated microsite, versus the 8-10 page (or more) research reports professional services firms typically release.  

The benefits are clear. In sum, flash surveys are:   

  • Quicker to market at a moment when publishing relevant data is more important than ever. We’ve found that we can launch a flash survey report within weeks of fielding.  
  • Cheaper to produce as marketing budgets hit pause amid ongoing economic volatility.  
  • Easier for busy executives to digest in today’s fast-changing business landscape, appealing to survey-fatigued readers looking for brief insights that are timely, relevant, novel, and useful.  
  • More targeted. Shorter surveys can help firms home in on targeted audiences’ most pressing challenges instead of trying to boil the ocean with an overly broad approach, which tends to produce more general and banal insights.  
  • Catalysts for earned, social, and marketing content. Just because the survey is shorter doesn’t mean the life of the content has to be. With the right distribution strategy, flash surveys can fuel earned media placements, social media campaigns, and more direct forms of client engagement, like webinars and email newsletters.  
  • Ideal for search and AI models like ChatGPT. Consistent publishing of new data through owned channels, supported with forward-looking insight, can help firms improve generative engine optimization (GEO). Put simply: flash surveys can help your firm show up more regularly in AI-driven search outputs.  
  • Easily repeatable. The above benefits mean flash surveys are easily replicable, keeping current and prospective clients eager for the next round of insights. 
Traditional Research Reports Flash Surveys 
In depth analysis of topics Monitoring and benchmarking fast-moving issues 
Option to explore and compare a range of different issues, sectors, geographies Greater ability to capitalize on front-page news 
Long-term trend monitoring Targeted, specific insights 
Greater opportunity to partner with potential clients and incorporate in-depth interviews Easy opportunity to engage with clients on top-of-mind topics at regular intervals 
Repeatable annually Repeatable quarterly 

How to create a successful flash survey campaign: 5 best practices  

Looking to get started with a flash survey? Consider these five best practices:  

1. Right-size your survey. Flash surveys can work at various levels, from a broad overview of current sentiment (akin to political polling) to a hyper-focused report geared towards a specific audience (e.g., DEI policies for U.S. employers).  

Generally speaking, the former may attract a broader audience—but encounter more competition from other organizations and media outlets—while the latter will reach a smaller but more attentive group. 

Either way works: the key is to carve out a focus area that’s right for your business. Think about what type of survey feels authentic to your organization. For instance, most executives aren’t turning to a mid-sized accounting firm for general economic indicators. A flash survey aimed at CFOs’ greatest accounting challenges in light of the current economic environment may be a better fit.  

Key questions: Where do my organization’s business development goals overlap with our areas of expertise and trust in the market? Who are the buyers or decision-makers we want to target? Can we overlay a particular regional or industry focus? Can we own this topic in the marketplace?  

Remember: Sometimes it’s better to do a deeper dive into a more focused topic that fewer people are talking about than a surface-level investigation of a topic dominating every headline.  

2. Implement key project management controls. If you want to get a survey out fast, it’s important to avoid unnecessary delays. Limiting the number of subject matter expert (SME) reviewers—both in drafting the questions and analyzing the data—can help speed things along. An internal champion who can spearhead the process is critical. Get your design and digital teams involved as early as possible, to ensure the end product looks as good as the insights it contains. 

3. Make your questions count. Start with a hypothesis so that you hold yourself to a clear idea of what the survey will cover. Flash surveys give you less room to work with than a traditional report, so it’s crucial to think strategically about the questions you want to ask. This could mean prioritizing questions that are repeatable and comparable—giving you the option of a quarterly or annual survey—or ensuring your questions help tell a compelling story that won’t become obsolete with the next X or Truth Social post. To that end, don’t “waste” questions pegged to a named event or time. Take a holistic view while still hitting on your target audiences’ biggest pain points. 

4. Visuals count. A flash survey report should illuminate the data in the most clear, engaging, and digestible manner possible–avoid dense blocks of textual analysis. Infographics or interactive visuals are key. Use bullet points or lists for easy reading and drop in pull quotes of SME analysis to supplement the findings.  

5. Create once, share everywhere. Once the report is finished, leverage it to fuel earned media opportunities, provide fodder for direct client outreach, and generate email newsletter, conference/webinar, and social media content. To that end, be sure to equip SMEs with ready-made language they can use to share the key findings on LinkedIn and beyond.  

Deliver timely and useful content, fast  

In a world that’s changing so quickly, executives and in-house counsel need up-to-date information on what peers are doing and guidance from their advisors on what that means for them.  

Flash surveys are one way to do just that. To learn more, contact us. 

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Challenge: 

An Am Law Top 15 law firm sought to elevate and amplify the thought leadership of key partners ahead of one of the most politically charged elections in U.S. history for President, the House, and the Senate. With regulatory uncertainty at an all-time high, businesses were urgently seeking clarity and guidance on how these races could potentially impact their industries. This pivotal moment served as a key opportunity for Greentarget to amplify the firm’s thought leadership through a highly impactful media roundtable.  

Solution:  

Greentarget proactively proposed a media roundtable strategy in May, refining it through discussions with the firm before hosting the first call with lawyers in August—demonstrating a forward-thinking approach rather than reacting to immediate challenges. Building on a strong foundation of pre-election coverage and established relationships with leading business, trade, and legal media, the team identified the need for an interactive discussion and curated a virtual media roundtable featuring the firm’s top legal experts on healthcare, tax, cybersecurity & data privacy, antitrust & competition, and project finance.  

Leading up to the panel in September, the team conducted targeted outreach, inviting industry journalists and reporters to explore the potential legal impacts of the election on policy and regulatory law. To ensure the roundtable remained insightful and non-partisan, the team developed a comprehensive plan, equipping panelists with the latest information to provide timely insights aligned with current events.  

Results: 

The roundtable led to significant media engagement from prominent publications and legal trade media, resulting in 21 RSVPs, with 12 participants attending the live event. In the following weeks, Greentarget secured 22 media opportunities, including 16 interviews and 13 published placements (including 6 contributed articles) in outlets such as Bloomberg Law, Modern Healthcare, and Corporate Compliance Insights.  

The roundtable’s success solidified the firm’s reputation as the go-to source for legal insights and strengthened key media relationships, ensuring partners remain top of mind for future publications and contributions. 

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