Legal PR Experts
Law firms today are expected to stay ahead of the curve: showcasing their expertise in ways that connect with clients and strengthen their reputation.
As a specialist PR agency for law firms, we understand these demands better than most. Our team has partnered with some of the UK’s leading legal practices to craft thought-provoking, insightful content across a wide range of topics, positioning them as trusted authorities in their field.
How can public relations help law firms to stand out from the crowd and give them a competitive edge?
Perception is everything in business. In order to generate leads and stimulate interest in your offering, you first need to establish exactly what your business stands for in an ever-competitive and crowded market. By creating bespoke, proactive, and targeted communications aimed solely at raising profiles and selling expertise, our specialist legal PR agency can help you to champion your service offering and achieve your business goals.
Effective legal PR can position a law firm as a leader in its field. Whether that be through widespread news coverage or in-depth analysis in specialist publications, legal PR remains a valuable tool for both raising brand awareness and building trust amongst prospective clients. At WorkPR, we take a no-nonsense approach to exploiting the inherent expertise and professional know-how of our law firm clients to ensure that their unique credentials that shine through.
We specialise in crafting thought-provoking and relevant copy that cuts through the noise and establishes our law firm clients as authorities within their target markets. Far from simply being a press release factory, our strategy is to build reputations through carefully curated content, whether that be online or in print, through owned media, or on industry platforms. We write words with meaning and purpose, and never just for the sake of it.
With WorkPR, we can help shoulder some of the burden of building new business leads, and allow fee-earners to do just that, safe in the knowledge that we are committed to building their profile amongst prospective new clients in the background.
Because our team is made up of experienced PR consultants, SEO specialists, digital marketers, and in-house writers, our law firm clients can be sure that all potential avenues will be maximised as and when relevant to create truly holistic campaigns. We work together through every stage of the legal PR process, from concept ideation and brief drafting, to distributing the story and monitoring coverage – ultimately delivering highly informed and results-driven campaigns that will ensure your law firm recognised by the right audience.
To discuss how legal PR can enhance your business, speak to us today by calling 0121 236 3985 or by dropping us a message/requesting a call back through our contact form. We offer FREE consultations so that we can better understand your business and define a strategy to suit.
“WorkPR are very easy to work with, as they help us create consistent and insightful content that is published through blogs and on social media – I have no hesitation in recommending their services.”
Jason Betteridge, Circyl
What services are included?
Sharing news about your law firm is important for maintaining visibility. The drip-feed of positive messaging will ensure that a firm remain front of mind, in much the same way that a well-executed advertisement would. The main difference here being that a news release adds context and is often celebratory, leaving a relatable ‘feel good’ instinct that will be linked to your law firm in the reader’s mind. This works well within the regional and local press to establish a firm’s commitment within the community, but also within trade press to showcase developments or growth against competitors. Significantly, news releases are often more people focussed which helps to humanise law firms not only to prospective clients but also within the internal team, where it can boost the morale of existing employees and position the firm as a desirable employer.
Typical news releases can cover anything from CSR initiatives, charitable schemes, new business wins, and appointments, whilst they can also inform of structural or operational changes, which if not communicated effectively, can do more harm than good.
At WorkPR we have cultivated mutually beneficial relationships with journalists and editors across the media landscape over many years. As such, we are able to approach them openly and freely with concepts for editorial, and in return, they will come to us should they require any industry-specific commentary either as a stand-alone piece, or to boost an existing story. It is this kind of relationship that can ultimately provide our clients with a huge opportunity to lead the agenda within prominent trade media.
This approach generally allows us to showcase the expertise of our legal clients in more niche subject matters, whilst tackling more complex topics with real authority. This adds gravitas to a lawyer or solicitor’s point of view and often creates a respected and trustworthy media persona that will define them in the minds of the target audience.
We’re also there when things go wrong, which they invariably do from time to time. Failing to manage your communications when a crisis hits can result in severe reputational damage which can, in turn, have a sizable impact on the bottom line.
As the old adage goes: “Fail to prepare and prepare to fail”. Effective crisis communications take planning and structure, plus an understanding of both how the media operates, and the legal and reputational ramifications of mismanagement. Because of this, WorkPR can be a valuable resource to have when responding to negative events, as we can provide an objective, impartial perspective, without distracting from the core business objectives.
We can assist with overcoming any media onslaught by assessing the situation and crafting bespoke key messages for both internal and external audiences. This can help salvage a firm’s reputation and rebuild trust in time.
We specialise in developing and carrying out digital PR strategies to help businesses secure the coverage and backlinks they need to grow brand awareness, boost reputation and improve SEO performance.
Backlinks are links used in the copy on third-party websites that clicks directly to a business’ website. They are important to SEO as they effectively tell the search engine algorithm that your website is authoritative and trustworthy, so the more backlinks a website has, the more likely it will appear higher on rankings for highly searched queries. If you want your website to be found more easily through a search engine, digital PR will help. It works similarly to a traditional news release, however, the benefit here is that is not only searchable but sharable too, vastly increasing the potential audience reach.
Stories headed with survey and study results are effective for making headlines, getting wider coverage, and distinguishing your brand as a ‘knowledge leader’. We can lead market research polls for you - from drafting participant questions to analysing the data and generating multiple story angles – to produce eye-opening statistics that helps to create a buzz around your law firm.
To learn more about our Digital PR service, click here.
Not every business is equipped in-house to deal with the pressures of having a media presence. Once a brand has established itself as having a voice and something valuable to say, it will inevitably result in further questions being asked of it. Opinions, comment, feedback, advice. If you have proactively offered it before, expect those within the media to come back to you and request more of the same, as and when it suits the news agenda.
This is, of course, a good thing from a brand awareness perspective, but it can be intimidating. At WorkPR, as well as working to establish these media relationships at the outset, we are able to manage the additional demands this can result in. We will field all queries, requests, phone calls and emails, prepare a response, and make sure your firm benefits from the growing interest in your services, without it directly impacting your time, or taking you out of your comfort levels.
We will never force a direct conversation with the media unless pre-agreed, fully briefed or with the appropriate media training in place.
When it comes to the Law, being able to aptly showcase that you have acute expertise and a profound authority at the right time, in the right place, is crucial for converting knowledge into new business. This is where WorkPR excels.
We understand how powerful knowledge can be. By closely monitoring the news agenda to ensure we remain on the cusp of what is impacting the lives of your potential clients, we are able to isolate any pertinent, timely legal angles, and then advise on how best to position your firm as the foremost specialist in any such matters.
Carefully targeting trade and industry titles with relevant long-form copy which articulates an intuitive understanding of the challenges faced by decision-makers, business owners, influencers and leaders, establishes our clients and their teams as the leaders in their specific fields, and positions them as ‘the’ go-to expert when the need arises.
We all know that word of mouth is great for new business, but this approach cuts out the middlemen and places your firm right where it needs to be, pitching directly to the people who count.
Why employ a public relations agency?
Increase awareness of your brand or service offering
Gain valuable insight into your customers
Improve perception of your brand
Establish your business and personnel as ‘industry leaders’
Reignite consumer interest
Generate new business leads
Our approach to public relations
The WorkPR team operates as an extension of our legal clients’ inhouse teams, often quietly working in the background, listening out for concepts or ideas that will have the potential to make an impact in the press. Our purpose is not to create another workstream for fee earners to worry about, but more to relieve some of the responsibility for new lead generation by shining a spotlight on their expertise. We listen and learn, not only to our clients, but the wider news agenda, as we can then take the most pertinent themes, and craft them into engaging, thought-provoking articles that showcase the depth of knowledge our clients have. The law after all, cuts through every part of life, so with our specialist legal PR advise, the opportunities to main meaningful coverage for a firm or individual lawyer are bountiful.
The breadth of experience within our team means that we are adept at pinpointing when a story idea has legs, and as such we consistently deliver high-quality long-form coverage for our legal clients that helps to meet their business development goals.
Read more in our case study on racism
We have supported businesses across the B2B and B2C landscapes for circa 20 years, and in that time have established strong links with key media personnel. We understand their publications and their readerships, and as such we instinctively know when a subject matter will be of interest to them.
As a rule, we do not blanket distribute content. We carefully craft copy with the publications in mind, and that is why we are so successful in achieving high calibre coverage.
Read our case study on editorial relationships to learn more
Success will look different to every client so the measurement of results should reflect this. We work with our legal clients at the outset to define the most pertinent key performance indicators so that we can clearly set out what the objectives are for each campaign and then benchmark our results against this.
KPIs could include, for example, the number of backlinks gained, or the type and volume of media coverage required to ‘put a fee-earner on the map for a specific type of work’. These targets should be defined by whatever the strategic objective was that drove the decision to spend on legal PR initially. As the agency, we then take on the responsibility of delivering on those KPIs and reporting the results.
Public relations has always been about maximising a business or brand’s voice to make them stand out from the crowd. Whether that be through wide media coverage or niche and specialist publications relevant to the brand’s industry, PR can make all the difference in positioning a business as a perceived leader in its field. But…
Frequently asked questions
We don't just do public relations... explore our other services
Get in touch
Get a free consultation and find out how public relations can benefit your law firm