Greentarget PR Agency: Powerful Thought Leadership That Wins Trust
You are a law firm CMO and you have smart attorneys who know things your competitors do not. But nobody outside your firm knows that yet. Greentarget PR agency built its firm to solve this challenge. Thought leadership PR for professional services is its entire focus and not a side practice or a niche offering. It is all the firm does. Founded in Chicago in 2004, Greentarget PR agency has spent over 20 years helping law firms, accounting firms, management consultants, and financial services organizations build genuine market authority. Its client list includes some of the most respected names in the AmLaw 100, including Sidley Austin, Holland & Knight, Hogan Lovells, Foley & Lardner, Littler Mendelson, Perkins Coie, and Norton Rose Fulbright, according to its O’Dwyer’s profile. This article is a detailed case study of how Greentarget PR agency approaches thought leadership PR for B2B professional services firms. It covers real campaign results, verifiable award recognition, and an honest look at who this firm is — and is not — right for. Greentarget PR Agency and The Case for Specialization in Thought Leadership PR Most PR agencies take on any client who fits their revenue model. Greentarget PR agency since its founding focused exclusively on B2B professional and financial services organizations. That narrow focus is both its greatest strength and its most honest limitation. According to its O’Dwyer’s profile, the firm has a team of 60 spread across offices in Chicago (its headquarters), New York, Los Angeles, and London. That scale is unusual for a firm that serves a single category. The firm’s record in thought leadership PR is documented through two decades of work, a proprietary research program, and a list of industry awards that speak to creative and strategic quality. Greentarget PR agency was named New Agency of the Year in 2005 by the Holmes Report. It received the 2018 Diamond SABRE Award from the Holmes Report for Best Research and Planning, one of the most rigorous awards in the PR industry. It earned PRSA’s Silver Anvil for Integrated Communications in 2020. And in 2025, it and its client, BRG, won a Gold MarCom Award for BRG’s ThinkSet magazine. Each of these recognitions comes from peer-judged processes with clearly defined criteria. They represent the agency’s consistent ability to produce work that meets the standard of the profession’s most respected evaluators. Who does Greentarget PR Agency serve AmLaw 100 and AmLaw 200 law firms seeking media authority Boutique law firms building niche sector expertise Accounting and audit firms competing for Fortune 500 business Management consulting firms navigating commoditization Commercial real estate firms seeking differentiated positioning Financial services organizations targeting C-suite buyers Legal technology and professional services companies Accordingly, if your organization operates in one of these sectors and your primary communications challenge is building authority among sophisticated B2B buyers, Greentarget PR agency is likely designed for your situation. However, if you need consumer PR, hospitality communications, or B2C brand campaigns, this may be the wrong agency for you. Greentarget PR’s Frost Brown Todd’s California Expansion In early 2023, national law firm Frost Brown Todd merged with California firm AlvaradoSmith. The merger expanded Frost Brown Todd’s reach into one of the country’s largest legal markets. But being new to California meant the firm had limited brand awareness with the buyers who mattered, in-house counsel and C-suite executives looking for outside legal counsel in the region. After Greentarget PR agency led the communications strategy for the merger announcement itself, the challenge shifted. Now it was time to build sustained brand recognition for Frost Brown Todd in California. That meant getting their attorneys quoted, published, and positioned as authoritative voices on the issues California-based companies cared about most. Read AlsoLambert PR Review: A Definitive B2B PR Agency Verdict The Greentarget Thought Leadership PR Approach The Greentarget PR agency team built a plan combining earned media and LinkedIn-driven content. The earned media strategy relied on the firm’s existing relationships with top-tier legal, business, and national publications. The digital strategy used LinkedIn to distribute targeted content to the specific audiences Frost Brown Todd needed to reach in California. The campaign used thought leadership PR as the core mechanism. Rather than generic press releases, the team developed attorney-led content tied to live news hooks, practice area developments, regulatory changes, and emerging legal issues affecting California businesses. Verified Campaign Results According to Greentarget PR agency’s published case study on its own website and confirmed by DesignRush’s independent review, here is what the campaign delivered in six months: Metric Result Total media results secured. More than 30 in six months Featured quotes from attorneys 11 placements Published attorney byline articles 13 articles Key outlets Wall Street Journal, Business Insider, Bloomberg Law, Law360, San Francisco Chronicle, California Globe Trade outlet coverage Industry Week, Human Resources Director, Security Magazine LinkedIn website traffic growth 10% increase by the end of the year Average LinkedIn click-through rate change More than doubled (200%+ increase) Direct business outcome The LinkedIn program led to new clients and referrals for California attorneys. These results are specific, attributed to a named client, and published on the agency’s own website. The LinkedIn CTR increase is particularly notable because it represents actual buyer behavior prospects clicking through to learn more about specific attorneys. BRG ThinkSet Magazine Berkeley Research Group (BRG) is a global consulting firm that advises major organizations across disputes, investigations, and economic consulting. Competing against larger firms with bigger marketing budgets, BRG needed a way to consistently demonstrate the intellectual depth of its experts to the C-suite buyers it wanted to reach. The answer was ThinkSet, a quarterly magazine built from the ground up with Greentarget PR agency as the editorial strategy and content partner. Since its inception in 2017, ThinkSet has grown into what Matthew Caselli, ThinkSet’s Editor-in-Chief at BRG, described as “a go-to resource for some of BRG’s best thought leadership.” The Thought Leadership PR Model Behind ThinkSet The thought leadership PR strategy behind ThinkSet
rbb Communications Review: Hospitality PR Experts
You are a hospitality brand owner trying to figure out if rbb Communications is the right PR partner. The stakes are real because hotels, resorts, or travel brand lives and dies on perception. One bad season of poor media coverage, and your bookings may suffer. One great campaign, and you fill rooms for months. This rbb Communications review gives you a clear, honest look at what the agency offers for hospitality PR, where it has proven itself, and where you should ask harder questions before signing. Founded in 1975 and headquartered in Miami’s historic Coral Gables neighborhood, rbb Communications has nearly five decades of history behind it. The agency has been named Agency of the Year six times in the past decade, according to PRovoke Media, PRWeek, and the Holmes Report. It earned the highly coveted Best of Silver Anvil award for Crisis Communications from the Public Relations Society of America (PRSA) in 2023. The Silver Anvil is one of the most respected PR awards in the industry. For hospitality PR, rbb has worked with Hilton, Virgin Voyages, Norwegian Cruise Line, AMResorts, Allegro Resorts, and United Airlines, among others. This RBB Communications review pulls from public sources, including PRSA, PROI Worldwide, Glassdoor, Forbes, and PRWeek, to give you a grounded assessment. rbb Communications Background and History rbb Communications started as a boutique public relations agency in 1975. Over the decades, it evolved through several phases of growth and acquired new capabilities. In 2015, the firm restructured into what it is today, a full-service, platform-agnostic PR and advertising agency. Co-founders Christine Barney and Lisa Ross lead the firm, with Barney serving as CEO and Ross as Chief Growth Officer and head of the Hospitality Practice. rbb Communications Key Facts Founded: 1975, Miami, Florida Headquarters: Coral Gables, Miami CEO: Christine Barney (APR, PRSA Lifetime Achievement Award recipient) Chief Growth Officer: Lisa Ross (HSMAI Top 25 Minds in Hospitality) Team size: 70+ members nationally Agency of the Year: Named 6 times in the past decade Awards: 100+ national marketing awards, including PRSA Best of Silver Anvil 2023 Global reach: 50 countries through the PROI Worldwide partnership Certifications: Women-owned business Accordingly, if you are evaluating PR firms for hospitality PR, rbb’s institutional depth and leadership credentials are immediately visible. Furthermore, Forbes named rbb one of the Top 200 PR agencies in 2021. PRovoke Media ranked them as a Top 5 Creative Agency of the Year in 2020. The Wall Street Journal recognized them as a Top Small Workplace four years in a row. These external validations matter because they come from sources independent of rbb’s own marketing. rbb Communications Hospitality PR Services The agency calls its services “crafts.” Each craft maps to a specific communication need. Travel and Hospitality PR Practice The rbb Communications travel and hospitality PR practice is one of its most developed verticals. The agency has worked with Hilton, AMResorts, Virgin Voyages, Norwegian Cruise Line, United Airlines, Cheapflights, and various tourism boards. Additionally, it has run campaigns for countries and destinations, positioning them for international travelers. According to the agency’s travel practice page, rbb’s hospitality PR campaigns reach audiences through influencer Instagram feeds, digital channels, and even live events like the Macy’s Thanksgiving Day Parade. The cross-channel approach is particularly relevant for hotel brands trying to reach leisure travelers at multiple points in the booking journey. Influencer Engagement and Digital PR rbb was an early pioneer in influencer marketing for hospitality. Maite Vélez-Couto, a senior team member, brought Hilton and AMResorts as sponsors to the very first TBEX (Travel Blog Exchange) conference. Currently, rbb uses influencer engagement as a core tool for hospitality PR, connecting hotel and travel brands to audiences through trusted voices. Crisis Communications and Reputation Management The 2023 PRSA Best of Silver Anvil for Crisis Communications is the highest achievement rbb has earned in recent years. The Silver Anvil is peer-judged and standards are rigorous. For hospitality PR, crisis management is not optional. A single incident, a service failure, a safety issue, or a social media controversy can derail a hotel brand’s reputation fast. Notably, rbb ran the AMResorts “Flu-free Guarantee” campaign, which earned a PRSA Silver Anvil award. That campaign addressed a direct health concern for a resort brand, a genuinely difficult PR challenge. Winning a Silver Anvil for that kind of work shows real strategic depth in hospitality PR crisis management. Multicultural and Hispanic Marketing Given its Miami base, rbb Communications has capabilities in multicultural and Hispanic marketing. The agency ran an award-winning multicultural campaign for Hampton by Hilton called “First Comes ‘Like,’ then Comes Love,” which earned an HSMAI Adrian Award in 2017. Pros and Cons for Hospitality PR What rbb Does Well Nearly 50 years of agency history with genuine hospitality sector depth PRSA Best of Silver Anvil 2023 for Crisis Communications, a rigorous peer-judged award Platinum Adrian Award from HSMAI for Hampton by Hilton campaign Six-time Agency of the Year winner across PRWeek, Holmes Report, and PRovoke Media. Lisa Ross was named one of HSMAI’s Top 25 Minds in Hospitality Sales and Marketing. Early influencer marketing adoption for Hilton and AMResorts — proven track record Strong multicultural and Hispanic marketing capabilities from a Miami base Average client tenure of 9 years, exceptional for an industry where 3 years is typical Forbes Top 200 PR agencies 2021 A 9-year average client tenure, as reported on RBB’s own agency profiles, is genuinely unusual. Most PR agencies see client churn every 2-3 years. Areas Where You Should Ask Questions However, no rbb Communications review should ignore the less visible gaps. If your hospitality brand operates primarily in markets like London, Singapore, or the Middle East, ask specifically about hands-on activation beyond partner networks. Glassdoor reviews note that work can sometimes feel “overwhelming.” High workload per team member can affect response time on time-sensitive hospitality PR opportunities, like crisis moments or event-driven media pushes. Some Glassdoor reviewers noted that the office culture became less welcoming after certain staff departures. Hospitality PR relationships depend on people,