Scenario

As one of the major online information providers to the legal profession in the UK, our client’s key audience is legal librarians.

The client’s perception was that the status of legal librarians had been greatly enhanced in recent years, and that the knowledge management technologies they govern had become more crucial to delivering top quality legal services.

Strategy

• Mattison Public Relations undertook research amongst legal librarians at Top 100 law firms looking at legal librarians’ responsibilities, budgets and salaries and the impact of new IT technologies used in legal libraries
• This was used as the basis for a press release distributed to national and specialist legal media. Feature ideas were also offered to a targeted list of publications

Results

This generated many feature and news articles in the major national and professional press such as a two page spread in The Times plus coverage in The Guardian, Mail on Sunday, the Law Society’s Gazette, the Lawyer and specialist online legal media.

As a result of the media coverage our client received numerous calls from law firms asking for copies of the research and the British & Irish Association of Legal Librarians requested a bulk quantity for distribution to their 850 plus members.