Helping law firm Raleys win new clients: PR by Nexnet

Case Study

Helping to win new clients for a law firm that specialises in fighting for the victims of injustice

Project – Raleys Solicitors, of Barnsley, has been the leading law firm in South Yorkshire for mineworkers’ personal injury claims for 120 years, but after the severe contraction of the industry and the approaching conclusion of a series of massive compensation schemes for miners and ex-miners suffering occupational deafness, vibration injuries and respiratory diseases, the firm needed significantly to expand its activities in other sectors of the legal market in order to replace an impending sharp decline in income, and to try to safeguard jobs among its 200 staff.

Raleys had no track record in marketing itself, and now wanted to promote itself more actively as a full-service law firm meeting the needs of all individuals in its community, and also to promote its growing experience, dedication and skills in handling claims for the victims of injustice on a wider front, especially concerning work-related asbestos diseases, unfair dismissals, and for negligence claims against the medical profession.

Audiences – All members of the public in Barnsley and the South Yorkshire region, plus numerous professional referal sources, and the staff of the firm.

Campaign – Nexnet devised and implemented a programme of communications to present the firm through local newspapers, television and radio as:

Dedicated to standing up for the victims of injustice
An outspoken and enthusiastic voice of authority in all its areas of expertise
Successful in achieving victories for the weak against the powerful
A valuable, caring and responsible member of the local community
A keen and generous supporter of worthy, community projects
A trusted, multi-service, local law firm, meeting all the needs of the individual
An employer of integrity and social responsibility

Nexnet maintained a rolling programme of news and feature submissions to the target media, and trained partners in the firm to give broadcast-media interviews. Nexnet researched and presented case examples of the success of individual departments of the firm, commenting on legal issues, and promoted the extensive community work of the firm and its staff.

Results – In the first year of the campaign, from a zero base, the campaign:

Achieved 170+ print-media cuttings
Reached a combined audience of more than 10 million readers
Recorded equivalent advertising value of £169,574, and PR value of £500,000+
Secured 11 local/regional radio interviews/news items and one national radio interview reaching 6 million listeners
Secured two regional TV news interviews on the BBC

Now every month new clients contact the firm citing “media reference” as the referal source.

Budget – £80,000 per annum

Back to Case Studies menu

When choosing a PR agency, you might want to look for attributes like these:

A proven record - In the 17 years since Nexnet was formed, only twice has a retained client replaced us with a competitor. We believe it's unparalleled.
Read more at Standards >

A commitment to results - We work to fulfil expectations, not timesheets. Clients appreciate it. On this web site you can read appreciative testimonials from many satisfied clients.
Read more at Testimonials >

Seasoned, professional consultants - Nexnet employs only time-served professionals who work quickly and effectively to deliver great results and value for money.
Read more at Senior Team >

A specialist in your sector - Our greatest expertise is working in consumer products and services, especially in food and drink brands, licensed trade, retailing, and automotive.
Read more at Specialist Sectors >