Leading regional law firm, Wright Hassall has a pedigree in delivering sound, realistic advice to manage the expectations of its clients.
It is this drive to deliver the most pertinent, timely wisdom that plays a fundamental part in the relationship between Wright Hassall and WorkPR. Utilising our vast experience in media relations, and Wright Hassall’s extensive knowledge and legal expertise, we employ a variety of techniques to position the firm as the go-to legal experts across a wide range of sectors.
On occasion, there will be an event played out in the media that will send out shockwaves that reverberate much further than initially thought. The racism row that erupted at Yorkshire County Cricket Club in 2021 is one such instance. Their perceived failure to appropriately manage historical allegations of harassment made by ex-player Azeem Rafiq dominated headlines for months, destroying reputations and triggering a formal enquiry.
But racism in sport, whilst shocking and deplorable, is sadly nothing new. Cases such as this do however shine a much-needed spotlight on a sensitive subject matter that impacts people of all genders, working in all industries, at all levels. So how can we, as a PR agency, use the concepts bought to the fore by the news story for good? To help our clients better advise their customers, or start a relevant, important conversation that will both invoke change and deliver business growth?
As PR professionals we must be able to view what occurs in the news from a broader context. For example, racism in the workplace is by no means confined to cricket. And the repercussions of racial harassment occurring at work extend far beyond just ethics.
As the retained agency of Wright Hassall, we are well adept at pinpointing when there might be a legal angle to be explored. In this case, what legal responsibility does an employer have towards its workforce to protect them from racism? How should it respond to instances of harassment? And what are the potential consequences of failing to act?
Because these are questions that should be asked by each and every employer, the potential for media outreach was extensive. With a subject matter as complex as this, the placement of targeted thought leadership articles was the preferred route as this would allow for a more thorough and sensitive exploration of the topic. Content could also be tailored specifically to reflect the unique and individual needs of any given trade publication, ensuring limited crossover with mass appeal.
We have long-established relationships with journalists and editors across a wide spectrum and are acutely aware of their wants and needs when it comes to content. This enables us to target them with synopses and ideas which are more likely to be welcomed and accepted, maximising our outreach.
From one simple idea, we were about to place and create bespoke copy for 25 different publications, covering 14 different sectors, with a total audience reach of approximately 2.5 million. This amounted to circa 21,500 words carefully crafted across the specific titles, and one extremely happy client.