Digital PR for professional services firms
What is digital PR
Digital PR is press relations for the online world. It gets your firm’s partners quoted, and its work reported, in the news sites and trade publications that clients and the people who refer them already trust. A client who has read your partner’s view on a change in the law arrives at the first meeting more inclined to instruct you.
Most coverage also links back to your website, which helps you get found in search. We count that as a useful side effect and judge each campaign by where your firm appeared and who reads it.
What we do
- Expert comment
- Your partners quoted as the experts on stories journalists are already writing, from a change in the law to a shift in tax rules.
- Reactive comment
- A quick, considered view on a court ruling, a Budget or a news event while the story is still running.
- Research and data
- Figures from your own work or from public sources, turned into a story a publication wants to run.
- Bylined articles
- Articles in a partner’s name for the trade titles your clients and referrers read.
Where your firm gets covered
We pitch to the titles your clients and referrers read. For law firms that usually means the Law Society Gazette and Legal Futures, for accountants Accountancy Age, and for financial advisers FT Adviser. Regional press reaches the local clients and businesses many firms depend on, and the national papers are worth approaching when a story is big enough.
No one can promise that a particular title will run a story. We tell you where we plan to pitch before we start, and the report shows what was published and where.
Keeping comment accurate and compliant
Every comment, quote and article is checked for accuracy and approved by your firm before it goes to a journalist. Solicitors must make sure their publicity is accurate and not misleading, and that applies to a partner quoted in the press as much as to the firm’s website. Financial promotions are regulated by the FCA, so for advisers we build your compliance sign-off into the process from the start.
Digital PR, search and AI search
Search engines and AI tools both lean on trusted publications when deciding which firms to show and name. Coverage in those publications supports your SEO and AI SEO, and where we do both we plan them together. We do not promise any particular result from a search engine or AI tool.
How a campaign runs
Agree the topics
We choose the subjects your firm can speak on with authority and that journalists are covering.
Prepare the comment
We interview the partner, draft the comment or research, and send it to your firm to check and approve.
Pitch it
We take the approved comment to the journalists who write about that subject, and handle their follow-up questions.
Report what was published
You see every piece of coverage, the publication, a link to it and any enquiries we can trace back to it.
You deal with the founder throughout. We work with law firms, accountants and financial advisers.
How much partner time it takes
Journalists want to quote a real expert, so PR needs some of your partners’ time. We keep it to the parts only they can do. We agree the topics up front, interview the partner briefly and write the comment ourselves, so their time goes on checking and approving it. When a journalist wants a reaction to breaking news, we ask for a reply the same day.
What it costs
Digital PR is a fixed monthly fee, agreed before work starts and based on how much comment and research the work needs. There is no long contract. It runs month to month with 30 days’ notice, and prices are quoted plus VAT. Digital PR is also part of our SEO done for you plan.
What to watch for when hiring a digital PR agency
- A promised number of articles or links. Nobody can promise what a journalist will publish.
- Links paid for on sites that exist to sell them. Google treats bought links as spam, and they do nothing for your reputation.
- Stunt campaigns that win attention for something unrelated to your work and bring no clients.
- Reports that give a total but never name the publications.
- Comment issued in your name that nobody at the firm has approved.
Questions firms ask before booking
What does a digital PR agency do?
It gets a firm covered by the news sites and trade publications its clients trust, using expert comment, research and articles in the firm’s name. The aim is a reputation that makes clients more likely to choose you.
How much does digital PR cost?
We charge a fixed monthly fee, agreed before work starts and quoted plus VAT. It runs month to month with 30 days’ notice. Digital PR is also part of our SEO done for you plan, which starts at £3,000 a month.
Does digital PR help SEO?
Usually. Coverage on trusted sites often links to your website, and search engines and AI tools treat those links and mentions as signs that a firm can be trusted. We judge a campaign first by where your firm appeared and who reads it.
How long before we see results?
The first coverage can arrive within weeks, especially from reactive comment. Building a name in your sector takes longer, as does any effect on search. We tell you what to expect in the free review.
Do you guarantee coverage?
No. Nobody can honestly promise that a publication will run a story. We commit to the work and the pitching, and we report on every piece that was published.
How much of our partners’ time does it take?
Less than most partners expect. We agree topics up front, interview the partner briefly and write the comment ourselves, so their time goes on checking and approving it. Reactive comment needs a quick reply, usually the same day.
Is it safe for a regulated firm to comment in the press?
Yes, with care. Solicitors must make sure their publicity is accurate and not misleading, and financial promotions are regulated by the FCA. Every comment is checked for accuracy and approved by your firm before it goes to a journalist.
Get your firm in front of the people who choose you
Book a free 20-minute review. We tell you what your partners could be quoted on and where we would pitch it. No obligation.
Prefer to talk now? Ring 07779 238876