PR Campaign for Witan Solicitors
of Media Coverage
%
ROI
We produced a data-driven, hero campaign to increase Witan Solicitors’ authority and visibility in the legal industry. Alongside this, we put together timely PR pieces that focused on current events and national holidays. The coverage secured led to a 337% ROI for the client.
The Results
The hero campaign was a real success, landing coverage in some of the client’s dream publications, such as The Law Society Gazette, Legal Futures and Legal Cheek. It was also featured in The Times.
Following the campaign’s success, Witan has started to increase its authority as an expert in the legal industry. In addition, our reactive outreach efforts led to Witan being featured in publications, such as The Huffington Post, The Daily Star, Yahoo, Central Bylines and HR Grapevine.
The PR pieces published on Witan Solicitors’ website have directly contributed to a steady stream of organic leads. In the past six months alone, Witan has qualified 55 leads originating from the studies we produced. This highlights the tangible value of well-executed PR. Not only has it enhanced Witan’s brand image, but it’s also helped to generate genuine, high-quality enquiries.
From August 2023 – October 2024:
%
ROI
New Media Placements
Average DA Rating of New Placements
Value
The Results
The hero campaign was a real success, landing coverage in some of the client’s dream publications, such as The Law Society Gazette, Legal Futures and Legal Cheek. It was also featured in The Times.
Following the campaign’s success, Witan has started to increase its authority as an expert in the legal industry. In addition, our reactive outreach efforts led to Witan being featured in publications, such as The Huffington Post, The Daily Star, Yahoo, Central Bylines and HR Grapevine.
The PR pieces published on Witan Solicitors’ website have directly contributed to a steady stream of organic leads. In the past six months alone, Witan has qualified 55 leads originating from the studies we produced. This highlights the tangible value of well-executed PR. Not only has it enhanced Witan’s brand image, but it’s also helped to generate genuine, high-quality enquiries.
From August 2023 – October 2024:
%
ROI
New Media Placements
Average DA Rating of New Placements
Value
Background
Witan Solicitors is a Birmingham-based law firm that provides clients with sound legal advice and helps them achieve realistic outcomes and costs.
The Challenge
Witan came to Avid Panda to get featured in highly reputable and relevant publications. To support its wider SEO efforts, the digital PR team was tasked with creating a campaign that generated brand mentions and links back to the website.
We knew that it would take a lot of work to secure coverage from the legal press, as journalists and editors in this vertical can be quite strict when it comes to fact-checking information and citing sources. So, we had to create a campaign that had a reliable data source.
On top of this, Witan wanted to engage in reactive PR and be featured in the press for current stories. To enhance the firm’s visibility and position it as an authoritative voice on current issues and trends, we needed to act quickly and provide journalists with valuable resources such as data and expert commentary.
How We Did It
We analysed data from Companies House to find the number of businesses registered under the SIC code 69102 for solicitors incorporated between January 2018 and January 2023 and compared that to the number that have gone into administration, liquidation, or are now dissolved.
To improve the data’s accuracy, cities with less than 15 new law firms registered were excluded from the dataset.
As part of our reactive strategy, we monitored daily news alerts for stories Witan could tie themselves to. We also reviewed editorial calendars for national holidays and awareness days to generate pieces that journalists could publish immediately.
With Islamophobia Awareness Month approaching in November and the Israel-Hamas conflict dominating the new cycle, we submitted Freedom of Information requests to police forces across the UK to see whether the conflict led to an increase in anti-Muslim hate.
We knew that it could take a while for the police forces to respond so to speed up the data collection process, we only asked for the key figures that journalists and editors would be interested in. This led to us getting a response within a matter of days.
But our reactive outreach continued. We also put together a light-hearted piece in time for Christmas about little-known festive laws that could result in Brits being fined over the holiday period.
The Outreach Strategy
We explained our findings in a press release and sent it to journalists and editors covering business and law. We put together a quote from Witan’s Director, Qarrar Somji, to enhance the story. The quote explained why Witan had commissioned the research and provided some context about Qarrar’s journey to becoming the Director. This added a human element to the study and gave the journalists a narrative to build their story. Plus, our media list consisted of over 100+ key industry contacts, so we knew that the chances of our piece getting picked up were quite high.
In addition, we followed up with every contact on the media list, even sending out personalised video pitches to top-tier publications. This made it easy for the journalists to understand the research in just a few seconds and helped us build relationships with key contacts in our client’s industry.
To increase the chances of our reactive stories being picked up, we created targeted media lists that were split based on region and the topics the journalists covered.