Jordan Neely Murder / Daniel Penny Trial
Amplifying a Story the Nation Couldn’t Ignore
Clients: Mills & Edwards LLP, The Neely Family,
Project: Jordan Neely Murder / Daniel Penny Trial
The Challenge
Following the tragic killing of Jordan Neely—an unhoused Black street performer choked to death on the NYC subway—NYC erupted. With media frenzy, polarized opinions, and a sensitive national context during an upcoming presidential election - where the case was used as fodder, the firm needed a partner to resurrect Jordan Neely, protect the family, and guide the story.
Our Approach
We led all PR efforts from the day of Neely’s death through the legal proceedings, ensuring the family's voice and their attorneys shaped the national conversation.
We Did This By:
Crafting all messaging to highlight Neely’s humanity, not just the tragedy
Managing onslaught of high profile national media coverage.
Produced press conferences.
Pushed out press releases nationally on the wire.
Strategically coordinated and secured major media requests for client in an effort to GUIDE our story.
Positioning our clients as courageous Civil Rights Attorneys.
Counseling the Neely family and their legal team with concern and clarity in the midst of a crisis.
The Results
Front Page coverage on all NATIONAL major media outlets
Secured Global press appearances for both Attorneys and the Neely family.
Jordan Neely’s story anchored a year-long conversation on mental health, race, perception, public safety and American justice.
The story was so massive that New York Magazine culminated by putting Jordan Neely on the cover at the end of the year.
Catapulted the law firm Mills & Edwards LLP to national prominence, solidifying both founding attorneys as staunch advocates for justice.
Why Us
We move through projects like this with both expertise and empathy. Our respect for human life and commitment to telling hard truths made us the ideal partner to handle one of the most emotionally charged cases in recent history.