Reaching New Audiences: Online Engagement

A guest posting from our sister company PendryWhite

Something significant happened to us a few years ago. PendryWhite stopped being in PR as we once knew it.

It’s not that PR is dead, but it has epigenetically evolved. Traditional media - the stuff of PR - has moved online and so have interactions with a shedload of other media that are not ‘traditional’: blogs, forums, the ranking of websites and direct contact with customers through social media channels.

It isn’t just outlets that have proliferated. Web presence has expanded in response. Take one example: Moon Beever, a full service firm of lawyers originally established in Lincoln’s Inn Fields in the nineteenth century but with a very strong twentieth century track record in insolvency and business support services, as well in other legal practice areas. Like many organisations, it has a for-the-record website featuring its expertise, partners, solicitors, awards and plaudits and a blog – several, in fact.

Incrementally, the Moon Beever website has also featured social media links to the usual channels – Facebook, LinkedIn, Twitter and YouTube. There are now e-newsletters and e-marketing campaigns, as well as offline activities in the form of seminars, conferences and even participation in some exhibitions.

A liberalisation of legal services in the UK that began with the 2007 Legal Services Act has meant that approved non-lawyers can now offer services, especially at the consumer end, to users who traditionally only went to legal firms. This has meant legal firms having to become more competitive and reach out to consumers directly.

With Moon Beever this started with increasing activity on Facebook, not initially a priority when PendryWhite started working with the firm many years ago. Now, wills, conveyancing and other legal consumer services are worth talking about on this social media channel – and on the web generally. More recently, the arrival of a new partner with a high reputation in divorce and family law took communications into a new direction – microsites aimed at very specific consumer audiences.

We are now not only working on upgrading and updating the firm’s main website, but are also running three consumer microsites – one about prenups, another about children involved in divorce, and another for employees – all off which keep us busy generating content for all four websites that can be used on a whole range of social media channels – and sometimes gets an airing in print on a traditional media outlet. This is PR for the twenty-first century.

 

DISCLAIMER: These commentaries and analyses are the independent opinions of TPPR and any named guest writers. They are in no way to be construed as the opinions of any client, associate or individual who is not named as a contributor.