Case study: Aaron & Partners LLP
11 items of coverage from a single press release
Aaron & Partners LLP, which has offices in Chester and Manchester, specialises in company and commercial law, commercial property law, dispute resolution and employment law, as well as matrimonial and wills, trusts and tax.
It also provides services and advice in sectors such as planning, renewable energy, waste, road haulage and warehousing.
Headquartered on Foregate Street in Chester, Aaron & Partners has 19 partners and 95 staff. It received more recommendations than any of its Cheshire-based rivals in the latest edition of the prestigious Legal 500, which ranks law firms in more than 100 countries and is widely regarded as the definitive industry guide. After a competitive three-way pitch, Aaron & Partners appointed Outwrite in 2010 to carry out online and offline PR in key trade and regional media.
Objective
Aaron & Partners was keen to publicise two seminars taking place on consecutive days in November 2010, the first in North Wales and the second in Manchester. Hosted by Aaron & Partners, the seminars were entitled ‘Planning Law vs the Big Society’ and were designed to give an insight into the impact of the proposed Decentralisation and Localism Bill on the planning system.
Ahead of the seminars, Outwrite was tasked with generating publicity to stimulate interest and increase attendance figures.
Planning & implementation
Outwrite liaised with the marketing manager at Aaron & Partners, along with the partner who was speaking and taking the lead role at the seminar, to identify a strong news angle for the release.
Rather than issuing a release that said: ‘A seminar will take place on…”, Outwrite decided to write a comment-style piece that was topical and would strike a chord with journalists.
Outwrite conducted a journalistic interview with the relevant partner to garner newsworthy quotes and information. Details of the seminars were then weaved into the press release, which was tailored according to the media outlet being targeted.
Results / outcome
The pre-seminar PR campaign secured 11 pieces of significant coverage across print and online in trade and regional media. In addition to boosting attendance at the seminar, the campaign helped to cement the reputation of Aaron & Partners as planning law experts. It also developed its relationship with key trade media.
Andy Duxbury, chief executive at Aaron & Partners, said: “The PR activity undertaken by Outwrite added an extra dimension to the marketing tactics we normally employ to promote our seminars.
“Emailing contacts to let them know a seminar is coming up or sending out a flyer can be reasonably effective, but there is no doubt that this is reinforced by reading about it in the local paper or on your favourite industry news website or blog.
“From a client’s perspective it’s always good to see tangible benefits from PR, and boosting attendance at an event is a good example.
“Another benefit is that all of the research and preparation that goes into a seminar presentation can be used as the basis for a press release. The PR activity effectively creates another channel for our expertise, ensuring we get a greater return from the work that has gone into a seminar.”
Take a look at our news section for recent press releases on Aaron & Partners and keep an eye on our blog for up and coming features.
" The PR activity undertaken by Outwrite PR added
an extra dimension to the marketing tactics we normally employ
to promote our seminars. It’s always good to see directly tangible
benefits from PR, and boosting attendance at an event is a good example."
Andy Duxbury
Chief Executive