PR for law firms

Midnight has a track record of securing coverage in influential publications that your audience engages with. Tell us your business objectives, and let us develop a PR campaign that hits the mark. You name it, we’ve achieved it for our list of legal sector clients over our two decades.

We know how to align the coverage you need to stand out in your target sectors, build a profile and reputation on a national stage or position your brand as a go-to in your chosen sectors.

Why are we so good at anticipating the stories and approach journalists will engage with? It’s simple, really. Our team has years of editorial experience and we know what journalists want. Our thorough research process uncovers emerging editorial topics and we align your expertise to secure coverage above and beyond other agencies.

Just ask our client, Trethowans, a regional law firm in the South. Although adept at gaining local coverage, the firm had ambitions to be part of the conversation on a national level in its chosen sectors. Our PR campaign secured regional and national coverage in the most influential publications read by Trethowan’s target audiences to position the firm perfectly and land new clients.

Want to position your firm as a leader in your chosen service sector? Or position your partners as the go-to authority among a particular audience? Our approach to thought leadership aligns your expertise and experience with the topics and trends relevant to your target audiences. And we can deploy the weight of our content services to research, author and develop reports, analysis and white papers that gain attention and build credibility and authority. Our thought leadership assets have been used to support client marketing functions, position fee earners and the firm with potential clients and as part of our PR and social media campaigns.

Our talented team know how to turn their hand to writing copy that demands attention, builds trust and demonstrates your credibility and expertise. Taking into account your key messages and tone of voice, our copywriters will transform your expertise and insight into powerful website copy, blog posts, white papers and reports. One of our copywriting specialisms is awards writing. When it comes to getting a trophy or two into your hands, we know how to craft an awards entry that impresses judges and gives you the best chance possible.

Our approach to social is intelligent and joined-up. We use social media as part of an integrated approach to our campaigns, allowing us to amplify the reach of PR activity. Social media also offers the opportunity to deliver your message directly to decision-makers – when it’s targeted and strategic. Successful social activity has included everything from launching a LinkedIn company page and growing from 0 to 5,000 followers to managing entire company social media accounts and consistently publishing content that drives engagement and action.

We create opportunities for your fee earners to be featured in all the right places. Let us run your press office and benefit from our experience handling media enquiries to maximise coverage and present your brand in its best light. Yet, we know firms can achieve so much more. Your fee earners are a rich source of potential comment and analysis for journalists, yet their time is valuable and scarce. That’s why we quickly forge strong relationships with your key spokespeople to balance their availability and grasp opportunities when they arise.

In the above example of Thomas Eggar, our fee earner workshops and deep relationship with its lawyers resulted in them competing to respond to media requests, including one lawyer sneaking out of an event for a few minutes to WhatsApp us, securing valuable coverage. Working together so closely, and finding innovative ways to engage fee earners, was a significant factor in our ability to secure strong coverage and raise the profile of the Thomas Eggar brand and its people nationally. View the case study here.

With consolidation and M&A activity continuing in the legal and professional services sector, clients engage us for our track record in raising the profile of legal brands with a view to sale or merger. By bringing media attention to company CSR, ESG and D&I activities, high-profile deals and client acquisition and telling the story to attract talent to support growth, we can help drive investor value. Share your plans with us and together, let’s create the strategy that positions your firm in the right way for potential investors, purchasers, talent or partners.

If the thought of spending an hour walking through a 79-page PDF report once a month doesn’t fill you with joy, you’re not alone. Monitoring the effectiveness of your campaigns should be straightforward, only incorporating relevant metrics. In our first meeting, we’ll agree on campaign metrics and KPIs aligned with the broader objectives of your organisation to build a reporting dashboard tailored to you. Every business has different objectives, so every dashboard is different. And when it comes to reporting to your board or management team, you have all the information you need to explain, with confidence, the value of your PR investment.

In today’s media environment, there’s a need to ensure the key people within your firm know how to handle media questions or deliver key messages in an interview. We can deliver tailored media training to your partners to handle whatever questions are thrown their way. Our media training is fun, practical and leaves your spokespeople more confident about going in front of the camera and communicating effectively.