Eric Schwartzman

PICCIONELLI & SARNO

Paris HiltonClient

Piccionelli & Sarno is a Los Angeles-based boutique law firm representing media, entertainment and technology companies on specializing in first amendment matters.

Situation

Piccionelli & Sarno filed a lawsuit against alleged illegal counterfeiters for their client World Wide Red Light District, the exclusive owner and distributor of the infamous 1 Night in Paris video. To support a faster resolution, and to let the trade know that his client intended to protect its intellectual property, attorney and free speech expert Greg Piccionelli, sought a media relations team to publicize the claim. After an exhaustive search, his firm enlisted Schwartzman & Associates, Inc. to bring their comprehensive knowledge of print, broadcast, and syndicated news media relations to the client’s aid.
 
Tactics

Working closely with Piccionelli, Schwartzman & Associates, Inc. supervised and coordinated a carefully timed media relations campaign, working directly with the attorney filing the claim to ensure that the news was selectively disclosed to the nations most influential “gossip-oriented” daily newspaper.

Leveraging our relationships with the news media, Schwartzman & Associates secured an exclusive break in the most coveted gossip column in the country: the New York Post’s Page Six. The story garnered more than 1.6 million print media impressions for Piccionelli and his client, not to mention the additional Web site coverage, which boasted a daily visitation of more than 300,000 unique visitors.

Once we secured the exclusive in the New York Post, we were ready to use the Post’s word of media to secure numerous wire breaks amounting to extensive web-based coverage via the Net.

Results

The New York Post’s “Page Six”
36 Wire Stories:
5 – Yahoo!
1 – MSNBC
1 – FT.com (Financial Times)
2 – MSN
2 – AOL
1 – World Entertainment News Network (WENN)
2 – Lycos
2 – Excite
And over a dozen others.


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