CASE STUDY
Turning a negative into a positive
Summary
A lawyer ratings website faced significant reputational damage when it became the defendant in a lawsuit shortly after launch, overshadowing its early positive reception among attorneys.
Goal
Restore the site’s credibility, shift media focus from the lawsuit to its value, and reinforce its standing with its target audience.
Action
Zumado crafted a positive messaging framework and targeted key reporters with pitches emphasizing the fairness and utility of the site’s rankings. We generated articles highlighting its strengths and worked to counteract the lawsuit’s negative narrative.
Result
The lawsuit was dismissed, with courts affirming the site’s right to publish rankings. Zumado secured an editorial in The Wall Street Journal supporting the site, along with additional favorable coverage in national outlets — ultimately re-establishing trust and legitimacy.
Customized & targeted media outreach
The right words,
in the right ears.
Our approach to customized and targeted media outreach begins with an in-depth analysis of your brand’s unique narrative and objectives. We recognize that each client has a distinct story and specific goals, and our strategy reflects this individuality.
Customized and targeted media outreach
The right words, in the right ears.
Our approach to customized and targeted media outreach begins with an in-depth analysis of your brand’s unique narrative and objectives. We recognize that each client has a distinct story and specific goals, and our strategy reflects this individuality.
After researching your target audience and the media landscape, we craft tailored messages that speak directly to your desired demographic. Our team navigates the complex media ecosystem, selecting the most effective channels – be it traditional media, digital platforms or emerging social media – to ensure your message not only reaches but also resonates with your intended audience.