Law Offices of Barbara Buxton
Estate Planning Attorney Barbara Buxton, PA, L.L.M., lacking public awareness of high-end high-energy customer service law firm.
We devised a strategic 12-month public relations campaign emphasizing maximum media exposure through unique story creation, collateral development and web site redesign.
Malkus Communications Group wanted to make a splash from the onset for Buxton Law Firm. Realizing estate planning isn’t the sexiest material, MCG staff researched current trends to identify a unique angle pertaining to the industry.
MCG dug up an interesting reality in South Florida relating to so-called pet trusts, or plans where individuals set aside money from their estate to ensure their furry friends are well taken care of in the event of their death. It turns out that until April of 2002, pet trusts weren’t recognized in the state of Florida. But a piece of pending legislation would change all of that.
MCG went into immediate response mode, identified one of Ms. Buxton’s clients who had purchased a $10,000 pet trust, gathered necessary information from the state Capitol and Ms. Buxton and initiated a press release launch to targeted outlets.
Timing is everything in this case. On the heels of our press release, Gov. Jeb Bush signed the bill into law, providing state-recognized rights for pets.
Local media went all out. The story garnered front page, full color coverage in the South Florida Business Journal, front page, full color coverage in the Sun-Sentinel Business Section and placement in the national magazine BusinessWeek.
The story generated 3.23 million media impressions based on circulation. This in the first 3 weeks of our comprehensive PR campaign.