Great PR in the form of media coverage can be a super way to build your own personal profile and that of your team but it doesn’t come cheap with top London agencies charging around £1000 a day. While every firm should be able to find support that matches their budget, there’s no reason why a lawyer or accountant keen to build a media presence cannot embark on their own PR journey so here’s my guide to DIY PR.
So, how do you get started on DIY PR?
- Do your planning: Start by looking at your clients and the clients you would like to have. What sectors do they operate in? Who is likely to have the authority to instruct you – is it the HR manager or the in-house lawyer or the finance director? What are these people likely to be reading in terms of business press, websites and other publications? For HR there are a multitude of publications such as People Management and Personnel Today, many of which are online and always in need of topical content. For an accountant working with NPOs, ask your clients what they read. Charity Finance may well come up in conversation.
- Draw up a list of targets (online/in print/broadcast/radio): It’s important to be realistic, a slot on Sky News may not be attainable but an interview on a local radio station about the Budget in March could well be for a regional accountancy firm. PR takes time so if you’re doing your own, draw up a list of just two or three top targets be they publications, radio shows, blog sites or podcasts.
- Research your targets: Does a particular publication or website have a legal or professional page? Spend some time finding out who commissions articles. Most publications will include contact details for the editorial team on their website so you should be able to source this information without subscribing to a media database although I can recommend Roxhill if this does appeal. Is there a particular journalist who writes on your chosen topic? If so, connect with them on Linkedin and Twitter and start “liking” and sharing their posts.
Growing your profile
- Keep up to date with stories in the news: Once you have done all the initial preparation, it’s time for the real work to start. Look out for news hooks that give you an excuse to approach your target journalists such as a landmark or human-interest legal judgment, or a perspective on a topical issue or controversy, for example, whether employers can force employees to have the Covid vaccination? As a freelancer, I am always interested in speculation that the chancellor will change the taxation of the self-employed so this theme could work well for an accountant. It’s fairly easy to find out from google what searches are trending at the moment so this could help you find an appealing and relevant subject. Remember that as professional lawyers and accountants you are experts in your field and your opinion will be respected and picked up by journalists if you make it punchy and interesting.
- Be quick off the mark: If you know something is coming up, approach a regional radio station in advance and offer yourself as a guest interviewee. It can be helpful to put together a list of important dates coming up over the next few months such as new regulations coming into force, a judgment being handed down or a government announcement which is likely to receive press interest. Finding a hook outside of the legal and financial world can really widen the reach of your PR. For example, can you say something original about a sporting event (the Olympics are supposed to go ahead this year) or a story about a celebrity or a member of the royal family? For example, the Duke of Edinburgh’s 100th birthday in June will attract huge media interest. Could this help private client lawyers promote the use of lasting powers of attorney or an accountant with an opportunity to comment on the importance of saving for retirement? Alternatively, March will mark the one year anniversary since the Duke and Duchess of Sussex left the UK. How does this affect the couple’s taxation status? Always remember to ask why is this relevant before sending off a feature idea or some comment to a particular journalist or editor.
- Be as helpful as you can: be generous about sharing your ideas for features and be consistent. Not every idea will fly but keep at it by offering journalists an insight into trends you are seeing – lots of family lawyers have capitalised on lockdown divorce to generate PR recently as have employment lawyers with the furlough scheme. Share ideas on topical themes with appropriate journalists and editors. For example, if you are a private client lawyer, you could reach out to the personal finance pages of national newspapers and also influential money bloggers or podcast hosts by sending them feature ideas.
- Stick to deadlines and be current: Timing is everything, it’s no good pitching a story that has been doing the rounds for weeks, you need to try and get ahead of the pack by thinking imaginatively and being active rather than reactive. Journalists and editors work to tight deadlines so if they do invite you to comment on story or write a byline article, meet the deadline. If you prove to be a reliable source of information, the media will return to you.
- Remember your existing clients: PR isn’t just about winning new clients; it’s about impressing existing clients so they carry on instructing you and hopefully send you more work. It’s fairly simple to write an article or blog for your organisation’s website or social media platform and send it as a touch point to clients who you think might be interested in it. A quick email which says, “saw this and thought of you” is an easy way to generate goodwill and help you stand out from the crowd with the personal touch.
- Legal press + accountancy press: Finally, don’t forgot your own trade press. While it may not be read by your target audience of clients and prospective clients, your own trade press can be useful for raising profile in your sector so keep your own trade press informed of key hires and promotions other pieces of firm news.
Conclusion
Doing your own PR is not rocket science but it does rely on being able to build relationships with journalists and other influencers. Being empathetic by thinking about what they need and what will make their lives easier and being imaginative in the way you identify topics and approach subjects will be the key to enduring success.
DIY PR is for you if you are passionate about what you do and want to showcase your expertise to you target audience (clients, referrals) via the media but don’t have the budget for on going PR support.
DIY isn’t fur you if you want a quick fix. It’s takes time to nurture relationships with the press and I would recommend devoting 1-2 hours a week to PR activity.
Remember also that DIY PR isn’t for any one who wants a quick fix. It takes time to nurture relationships with the press and this will require you to devote at least a couple of hours of your time each week to PR.
For further tips on DIY PR, read my articles:
How to start getting quoted in the media
PR strategy: time to focus on the trade press
Need some help with PR? Feel free to drop me an email to arrange a 30 minute complimentary call or take a look at some of the packages I offer law firms, accountancy practices and other b2b businesses. In particular, my bespoke PR masterclasses will teach you how to embark on your own PR journey.