Overview:

Harper James is commercial law firm, headquartered in Sheffield, with additional offices in London, Birmingham and Cambridge.

Since launching in 2014 the firm has built a its reputation as a law firm with a difference, using three unique service plans to provide expert business legal services at affordable prices for start-ups and SMEs, as well as medium-large corporations.

MK Brief:

MK approached Harper James in 2018 and discussed the ways in which the firm’s reach could be widened by developing and delivering a comprehensive cross-platform PR strategy, with a core set of objectives to promote the unique and transparent business model; to raise awareness of the breadth of services; to showboat the experience of its senior legal team; and to champion its ‘City-Grade’ service.

Strategy:

MK established a media relations programme that encompassed key trade press, including The Law Society Gazette, as well as honing in on the regional bases by targeting press in Sheffield, Birmingham and Cambridge, including The Sheffield Star and The Birmingham Post.

In addition to the core media relations strategy, MK took on the responsibility of the firm’s social media platforms and, in doing so, ensured that the firm’s core values, service plans and press coverage was reflected across Twitter and LinkedIn, as well as positioning Harper James as a law firm that is fully abreast of breaking news from a regional, as well as trade perspective.

Results:

Following the introduction of the media relations strategy, Harper James has achieved press coverage in a number of key regional and trade publications on the back of team appointments, office expansions and client case studies:

• The Law Society Gazette – https://www.lawgazette.co.uk/movers/firm-hire-simon-gilmour/5065876.article
• Insider Media – https://www.insidermedia.com/insider/central-and-east/law-firm-expands-into-cambridge
• Midlands Business News – http://www.midlandsbusinessnews.co.uk/partner-appointments-bolster-harper-james-west-midlands-offering/
• New law Journal – https://www.newlawjournal.co.uk/content/harper-james-ashley-mott

Upon taking on the responsibility of Harper James’ Twitter and LinkedIn profiles, MK has worked to populate the platforms in a way that encourages engagement and drives traffic to the Harper James website. Using the metrics of followers, impressions, profile visits and mentions MK are able to analyse the progress made.