THE CLIENT
As a highly respected regional law firm, Taylor Walton is a trusted advisor for a wide range of companies, public and private sector organisations. The team is highly adept at untangling even the most impenetrable of legal issues and offering much-needed clarity for businesses in need of support.
The firm enlisted the assistance of WorkPR to help maximise its presence within the media and further build upon its reputation as a leading legal voice across both employment, private client, and family law sectors.
THE PROJECT
Having recognised the detrimental impact that rising cases of Long COVID were beginning to have on UK businesses, solicitor Anna Bithrey drafted a thorough advisory article analysing whether or not the ailment should be classed as a disability when it comes to employment law. The article posed many pertinent questions about how disability and chronic illness should be handled by employers and the legal consequences of failing to act appropriately. Significantly, it also addressed the sizeable, and yet often overlooked impact that the pandemic was continuing to have on commercial business and HR practices.
The article, whilst providing valuable content for the firm’s website, had the potential to achieve more, and that is where WorkPR stepped in.
THE WORK
Our role in this project was to achieve the widest possible reach for the guidance collated by our client. The subject matter was timely and thought-provoking, and the content was non-sector specific, so we were confident that there would be a good appetite for it, as long as it was presented in an appropriate format.
The strong relationships we have harnessed with the editors of key industry press enabled us to proactively approach them with the concept and ascertain what their wants and needs are. We find this method to be a much more lucrative than the blanket issue of either press releases or synopses, as it builds an element of trust.
Editor feedback not only confirmed the demand for advice surrounding Long COVID but also dictated how the original content could be deconstructed and refined to meet each publication’s exacting brief.
THE RESULTS
From one solitary blog, we successfully ran a targeted awareness campaign for which 10,000 words were prepared for placement across 13 individual titles, including the FT Advisor, garnering a potential audience of nearly 600,000.