Freeth Cartwright LLP

Services: Public Relations, Media Relations

Situation

Regional law firm Freeth Cartwright is one of the leading firms in the East and West Midlands. Its lawyers are highly-regarded professionals, and regularly appear in the top of the lists of lawyers, such as Chambers. But, as is the case with many organisations, they weren’t telling people what they were doing or shouting loudly enough about their many successes.

 

Task

bcsAgency was tasked with using media relations to raise the profile of Freeth Cartwright as a firm and with raising the profile of different partners and their specialisms. The aim was to build up the firm’s reputation as a valued partner that offered “answers, not options.”

 

Action

As a large organisation with a number of offices across the Midlands and in London, Freeth Cartwright staff have a wealth of potential stories that could be used to meet the objective. We implemented a series of regular newsgathering sessions with selected partners so that we could harvest items that could be made into news releases. We drew up lists of target media for different sectors and focused on the ones that would prove beneficial to Freeth Cartwright. We arranged meetings with key journalists and we ensured that where there were appropriate feature opportunities, Freeth Cartwright contributed. We advised on issues management and we were called in to offer expert advice when the firm launched new initiatives or held strategic meetings.

 

Result

Extensive coverage in regional newspapers and business media (regularly surpassing that of competitor firms) and thought leadership articles in key trade media (that regularly led to enquiries from potential clients). Advertising Value Equivalent and top tier trade title targets were regularly smashed.