In March 2024  I was asked to raise the profile of  the London real estate team at RWK Goodman, a top 100 law firm. Historically, the team had enjoyed a steady stream of press coverage but a merger had disrupted PR efforts and the media coverage had come to a halt.    

Objectives

My brief was to secure coverage in the EG (formerly known as the Estates Gazette) and Property Week, the UK’s two leading real estate titles.

I began by giving the team an in-depth reminder of the PR process and what I would need to secure media coverage. A brainstorming session identified 15 topical PR themes. The strongest themes where then pitched to the target titles.  In addition, press briefings were organised with the legal and professional editors at the target titles.

Results:

In five months, the following opportunities were secured:

• Three byline articles in the EG and Property Week
• Partner comments in three news stories in Property Week
• A partner interviewed on an episode of the EG’s popular property podcast series, see link.

These results were secured after just one initial face-to-face meeting thereby ensuring that fee-earning time spent on PR was kept to a minimum.

The team reported that the coverage impressed existing clients and prospective clients, making it easier to win work. Alongside this, the coverage led to greater engagement on LinkedIn and increased website traffic. The coverage was also re-purposed and used in marketing initiatives such as pitches and legal directory submissions.

Dominic Whelan, Partner, RWK Goodman said:

“Working with Antonia has undoubtably increased the team’s profile in the media and wider marketplace. Antonia’s ability to hone in on relevant themes and stories which we can comment on has been integral to our success. The coverage has impressed clients and prospects and this has led to some valuable conversations.”