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.



Media hits in the first two months

Profile established as a multi-service business


Coverage in FT, Telegraph and Sunday Telegraph

The Challenge

Whilst having received accolades and recognition within the legal sector, Loch Associates Group, a South East law and HR business, was a relatively unknown brand – despite having a strong team of dedicated solicitors. It wanted to progress its reputation from predominantly being viewed as a niche local law firm to a multi-service law and HR medium-sized business.

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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.

strategic PR offline marketing boost brand profile for professional services law firm agency results Kent London Sussex

Go deeper

For a deep dive into this project, read our full overview

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