Natalie Rodgers, Scala.
Public relations have become a powerful tool in a law firms’ marketing arsenal. In this article, leading legal PR and marketing communications consultancy, Scala, explains why it’s so powerful and how law firms who fail to engage effectively could be losing out.
Scala’s expertise for managing effective legal PR campaigns was recognised recently at the Personal Injury Awards 2023. The company took home the ‘Marketing Campaign of the Year’ award for their PR work in relation to the high-profile sentencing of child serial killer, Lucy Letby, and their long running maternity safety campaign work relating to the Nottingham maternity scandal.
Personal injury and clinical negligence law firms are increasingly finding themselves vying for clients and quality cases. This means that to maintain a competitive edge it’s necessary to adopt a range of client acquisition strategies to ensure a steady flow of cases.
“Implementing highly coordinated PR campaigns can have both an immediate and long-lasting impact on a firms’ marketing objectives” explains Scala’s managing director, Natalie Rodgers. “PR is far more than simply creating a one-off piece of coverage; it is integral to establishing credibility, raising brand awareness, building trust with the public, and winning new work. Here at Scala, we understand the necessity of PR for injury lawyers, with years of experience cementing us as an industry leader in this niche sector.”
As a non-practicing solicitor, having qualified in 1998, Natalie is acutely aware of the overriding need to protect the interests of the client involved in a story where there are ongoing legal proceedings.
Why is PR Important for injury lawyers?
Personal injury and clinical negligence law firms do not shy away from investing in a range of lead-generation strategies to attract work. Websites, social media, PPC advertising and (for some) a heavy reliance on CMCs for cases. The costs involved can be eye-watering.
PR should be on every lawyer’s radar. Coverage on TV, radio and online media brings with it a whole host of benefits. This extends beyond the initial broadcast or publication, it serves to: