Objective

Aaron & Partners was keen to publicise its areas of expertise and the specialisms of its lawyers, who between them have a broad range of commercial experience.

The brief included communicating this to key decision makers in the sectors that the firm specialises in. These include renewable energy, employment, transport & logistics, waste management and planning.

A key message was to stress that the firm’s clients increasingly see Aaron & Partners as business consultants who specialise in law. Furthermore, Aaron & Partners’ lawyers understand their clients’ sectors, which is where its competitive edge lies, together with the fact that it offers the service and quality of a “big city law firm” in Chester.

The plan was to generate strong, authoritative commentary articles in key local, regional and trade media.

Planning and implementation

Outwrite liaised closely with the marketing manager at Aaron & Partners, along with key lawyers, to identify key topics, priorities and strong news angles for the press releases.

The first story, relating to major changes in the NHS and primary care, considered the relationship between the new clinical commissioning groups and GP practices and how it may develop. This issue is of crucial importance to GP practices and commissioning groups across the country.

Outwrite conducted a journalistic interview with the relevant partner to garner newsworthy topics and quotes. This was then tailored according to the media outlet.

The second article highlighted a policy developed by Aaron & Partners for organisations running fleets of vehicles. The policy aims to protect companies and employees where vehicle-monitoring systems are being used.

Again, the relevant specialist lawyer was interviewed and research conducted, enabling Outwrite to draft a strong, newsworthy and topical article.

A third example comprised an article warning landlords of their responsibilities following a court case where a landlord was imprisoned for failing to provide his tenant with adequate information about a tenants’ deposit scheme.

Results/outcome

The three articles secured ten pieces of significant coverage in print and online in trade and regional media, helping to cement the reputation of Aaron & Partners as experts in the sectors in which they work. The project also developed its relationship with editors and content producers in trade media.

Coverage included commentary pieces in GP magazine online and the Liverpool Post, as well as news stories in the Chester Chronicle, Fleet News online, the Manchester Evening News online and a guest blog on Force Communications website.

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