Summary

Since 2006, HBE has maintained a nearly two-decade-long PR partnership with international law firm Greenberg Traurig LLP (GT), specifically focusing on its Atlanta office. The goal was to enhance the visibility of GT's attorneys, promote the firm’s leadership, and strengthen its presence across local, national, and industry-specific media. HBE played a key role in amplifying the profiles of key executives and positioning the firm as one of the most media-savvy legal entities in Atlanta.

Challenges

HBE sustained a long-term PR strategy over two decades amid leadership changes and market shifts. Elevating the visibility of individual attorneys while maintaining cohesive firm-wide branding. Securing media coverage in both legal trade and mainstream outlets in a highly competitive field. In addition, amplifying executive leadership’s community and philanthropic work without over-commercializing it.

Solutions

Focused on executive visibility, particularly for Co-President Ernest Greer and Atlanta Managing Shareholder Ted Blum, using media outreach, speech writing, and awards strategy. Pitched thought leadership, breaking news commentary, and authored content to legal and mainstream press. Promoted the firm’s involvement in community initiatives, including anti-human trafficking efforts and philanthropy. Leveraged sponsorships, firm events, and strategic partnerships to reinforce GT’s brand identity across platforms. Ensured consistent visibility through proactive media pitching, press releases, and award nominations.