Turning Expertise Into a PR Playbook.
How we developed three pitch-ready story angles, profiled four target outlets, and gave an estate planning firm a PR framework designed to reach the wealth managers and CPAs who drive their best referrals.
The Problem
The firm had genuine expertise in tax-forward estate planning and cross-border asset protection — but no earned media presence to match. Referral partners and high-net-worth prospects were relying on word of mouth in a market where thought leadership is a primary trust signal.
Existing PR outreach had been generic: 'estate planning tips' pitched to general-interest outlets. It wasn't reaching the wealth managers, CPAs, and family offices who drive the best referrals.
What We Built
We developed a strategic PR proposal built around three story angles proven to resonate with affluent audiences: the business owner's estate planning blindspot, the adult children's checklist for a parent's diagnosis, and the tax-smart wealth transfer window closing in 2026.
Each angle was matched to specific outlet profiles — South Florida Business Journal, Palm Beach Illustrated, WealthManagement/ThinkAdvisor, and Florida Trend — with pitch framing tailored to each outlet's readership and editorial angle.
“Most PR firms give you a retainer and a vague plan. This gave us three angles we could pitch tomorrow, outlets we could name, and a framework that actually fits how our clients think.”
The System Architecture
Research and strategy sprint using Claude for angle development and outlet analysis. Produced a structured proposal document with story angles, outlet profiles, and pitch frameworks. Delivered as a portal document with admin controls for future updates. Designed to be distributor-ready without additional formatting.
The Results
A credibility asset the firm can use immediately: distribute to referral partners to demonstrate thought leadership, pitch directly to identified outlets, and share with high-net-worth prospects as pre-consultation context.
The proposal also reframed how the firm thinks about its own expertise — not as legal service delivery, but as a point of view that affluent families and their advisors need to hear before they make expensive mistakes.