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.
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.
Numbers and figures
Pieces of significant coverage
Of trade media targets achieved
Expert commentary pieces
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.
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.
The services that make us an award-winning integrated PR agency
PR has been, and always will be, about your reputation. Your actions and communication, as well as what third parties say about your brand, has a direct impact on your sales.
We have in-house social media and SEO (search engine optimisation) skills to offer a fully integrated approach to positioning your business as an expert off- and online.
Find out more about why we are a respected digital PR agency.
Does your business need to manage a potentially negative story? Do negative articles appear on the first page of Google when your brand is searched for? Do you have a social media policy in place to deal with upset or angry customers?
We understand that when reputations are on the line, so too are sales and profits.
Whatever the issue or crisis, Outwrite is able to help protect your organisation’s reputation both off- and online.
Find out more about why brands choose us as their crisis PR agency.
The digital world is bustling with conversations; to get your messages seen, your content has to stand out. Outwrite offers a number of packages, each of which are tailored specifically to you. They are run on a one-to-one basis and are completely bespoke.
All of our social media courses are customisable to suit you. If you want more, or less, meetings over a longer, or shorter, period of time, that’s fine.
Find out more about why businesses engage Outwrite to be their social media training agency.
Engage us to be your integrated PR and SEO agency
Get in touch to discuss how we can promote your brand.
We're recruiting! We’re on the hunt for an account executive or senior account executive to join the agency. Following a number of new account wins and continued growth, we are looking to add another PR superstar to our already talented team. Why Outwrite We’re an...
This post first appeared in Anthony Bullick’s Daily Post column A recent Which? investigation turned its attention on what appears to be the very murky world of online reviews. It found many companies, including in the UK, have been paying for positive fake ratings on...