Not every law firm needs ongoing PR support every month. Some firms have an in-house marketing team but need specialist legal PR input for a particular announcement. Others may only have occasional news to share or want experienced PR support without committing to a monthly retainer.
That’s why I also work with law firms on a project basis – providing flexible, sector-specific PR support when it’s needed.
For smaller firms, boutique practices or firms not yet ready to invest in a retainer, project-based PR can be a practical and cost-effective way to access experienced legal PR support.
PR support without a long-term commitment
Sometimes, a firm simply needs support around a specific project, such as:
- A senior lateral hire or team hire
- The launch of a new practice area or office
- A merger or acquisition
- A firm anniversary or milestone
- A significant case outcome
- A report or research project
- A pro bono initiative
In these situations, project-based PR can provide focused support without the commitment of ongoing monthly activity.
What project-based legal PR support can include
I can draft a press release from scratch or review and strengthen an existing draft, including advising on:
- The most newsworthy angle
- Headlines and messaging
- Timing and distribution strategy
- Media positioning
PR is not simply about issuing announcements. It’s about understanding what journalists are likely to cover — and how to position a story to maximise its chances of securing meaningful coverage.
A carefully targeted distribution list is often just as important as the announcement itself.
Depending on the story, this could include:
- Legal trade press
- National newspapers
- Regional media
- Business publications
- Sector-specific titles
- Broadcast and podcast opportunities
Clients benefit not only from my extensive media contacts but also from my access to Roxhill, the leading media databases, enabling me to identify and target the most relevant journalists and publications for each story.
Project support can also include:
- Handling journalist enquiries
- Coordinating interviews
- Advising on follow-up activity
- Repurposing coverage for LinkedIn, newsletters and website content
This can be particularly valuable for firms without an in-house PR resource managing media interest.
Why some firms prefer project-based PR
One of the key advantages of project work is flexibility.
Firms can access experienced legal PR support exactly when they need it.
For some firms, this works particularly well because:
- They only have occasional announcements
- Their marketing team handles day-to-day communications internally
- They need specialist legal-sector expertise for a specific project
- They require additional support during busy periods
- They want to test PR activity before committing to longer-term support
Whether you need support with a single press release, a major announcement or a wider communications project, project-based PR can provide experienced, specialist support without the commitment of a retainer feel free to contact me at [email protected]
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