Case study
Building the brand and business through PR
Successful launch of new business direction in the media to transition Loch’s reputation to a multi-service, mid-sized firm and establish it as a go-to commentator.
Snapshot
25+
Media hits in the first two months
⬆
Profile established as a multi-service business
TIER 1
Coverage in FT, Telegraph and Sunday Telegraph
The strategy
Sharp Minds created a strategic communications plan, media relations and brand campaign to the raise the profile of Loch Associates Group in two ways. Firstly, to gain it deserved recognition as a leading law and HR business. Secondly, to convey mature corporate governance to stakeholders.
Sharp Minds recommended expanding the reputation on the quality and experience of the team, rather than just the founder, and to transition to a forward-looking narrative emphasised through thought leadership and industry insight. Sharp Minds advised that media relations execution beyond the legal press would be essential.
The outcome
Over 25 media hits were generated in the first two months, including tier-one publications, such as The Financial Times, The Telegraph and The Sunday Telegraph, with an average media generation of nearly 10 pieces per month.
Rapid brand awareness was achieved for the company’s legal and HR services, with the press regularly asking for comment. Loch Associates Group became firmly established as a go-to commentator and industry expert on multiple topics, building the brand and business across the South East.
Key highlights
Our comprehensive Discovery Process enabled us to create a messaging matrix to position senior leaders within the business as key commentators within their field. This enabled us to:
- Secure national Tier 1 coverage
- Establish Loch partners as go-to commentators for key trade titles, enabling us to capitalise on multiple newsjacking opportunities
- Secure regular expert columns in target local media
