Greentarget

Greentarget

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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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Audiences crave what a machine can’t have: an authentic personality 

As writing and critical thinking are increasingly outsourced to AI, the internet is becoming less and less human. A 2024 study from the Amazon Web Services AI Labs found that 57% of all web-based text is either AI generated or has been translated through an AI algorithm—a share that has likely ballooned even further in 2025.  

Yet as human voices disappear in a sea of online AI slop, the ones that remain are becoming more and more influential. That’s because even though large language models like ChatGPT were trained on incomprehensibly vast volumes of human writing, their outputs often lack the color and creativity that human beings provide. Audiences are noticing, and many don’t like what they see. 

For lawyers, consultants and professional services firms selling their perspectives as experts, this is a major opportunity to reinforce authority and engage with audiences. Maintaining the human touch with a distinct voice can build relationships that drive better conversations (and more business). Here’s how to write authentically, memorably, and uniquely in the Age of AI. 

Write How You Speak 

Each of us has an idiolect. Unlike a dialect shared by a group, your idiolect is unique to you—a verbal fingerprint. You may not realize it, but you favor some words and phrases over others and have unique grammatical styles that can help identify you. Just think of how Ernest Hemingway writes compared to Jane Austen.  

Linguists are increasingly concerned that AI could wipe out these idiolects in favor of something far duller. Language consultant and professor Tony Thorne, for example, told The Guardian that “AI is nudging us towards a neutral language that is much less rich.” When a language model is trained on what word will come next based on probabilities, it’s easy to see how the more interesting and unconventional choices are discarded, replaced by forgettable words and phrases.  

To preserve your voice, resist the temptation to outsource the entire writing process to AI. You can use AI as an ideation tool, but also consider talking out your argument first before putting it to paper. If you’re struggling to get started, try writing for just 10 minutes with no distractions; you might be surprised by what takes shape (and how authentic it sounds). And if using AI as an editor after the fact, make sure it isn’t removing too much what makes your writing yours. 

For example, Katie Parrott, a writer who focuses on AI and even trained a GPT to help edit her work, noticed that the tool repeatedly tried to tone down her language, a role she dubbed the “timid scribe.” But as she points out, sometimes the ideas that challenge, provoke, or explore new territory can’t be conveyed in mild, emotionless language. Forcing a reader to confront an idea requires the phrasing, tone, and emotion that naturally stem from your passion for the topic. 

Have a Strong POV 

Voice comes easier when you have something to say. In a world where content is generated in seconds, audiences are tuning out anything that feels generic, recycled, or uncommitted. What they crave instead is a clear point of view—a signal of confidence, experience, and originality. 

A strong POV doesn’t mean being provocative for its own sake. It means understanding the landscape, identifying what’s missing or misunderstood, and offering a perspective that is both informed and uniquely yours. Why does this issue matter now? What’s being overlooked? These are questions that invite bold, substantive answers that only real experts can provide. 

A summary of what’s in the federal budget, for example, can come from anyone. But an analysis of why new tax provisions will stimulate middle-market M&A activity in the coming year? That requires real insight and perspective that can only come from experience. It goes beyond just “what is it,” instead exploring “what does it mean” and “why does it matter” to prompt debate and discussion. 

For lawyers, consultants, and advisors to complex industries, having a strong POV also reinforces your authority. Clients want more than just credentials, instead seeking out judgment, interpretation, and clarity. They want to know where you stand and why. A watered-down or overly cautious stance doesn’t inspire trust; a thoughtful, well-argued position does. 

Ask yourself: 

  • What do I believe that others in my industry don’t talk about enough? 
  • What experience gives me a right—or even a responsibility—to speak up on this issue? 
  • If my name were removed from this article, could people still know it came from me? 

When you answer questions like these honestly, your writing becomes stronger. People remember the thinkers who take risks, who challenge assumptions, and who don’t just summarize the news, but drive the conversation. 

The Value of Voice 

In an era dominated by AI-generated noise, your distinct voice is more valuable than ever. Whether you’re looking to sharpen your point of view, refine your writing, or explore the right platforms for your message, we’re here to help.  

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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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