Why would a Conveyancer need PR?

Why would a Conveyancer need PR?

PR is not something that most conveyancers are into it would seem!

Analysis of the media coverage achieved by the UK’s top 30 conveyancers* in 2013 showed that the average firm achieved just five pieces of media coverage across the entire year.  Furthermore this was typically in their local or regional media, with the occasional mention for some firms on newswires and even more occasionally in a national newspaper.  
However even lower was the coverage achieved in the mortgage trade media, such as Mortgage Strategy, Mortgage Solutions and Mortgage Introducer. These are all prime platforms for conveyancers to get their brand in front of the lender community yet across these three key titles the average coverage achieved by a top 30 conveyancing firm in the entire year was a surprising zero. 
Overall, seven out of the top 30 firms – almost one in four – achieved absolutely no coverage at all across either trade or non-trade media in the year. 
In contrast, the best performing conveyancer in terms of media coverage achieved was LMS, with 67 pieces of trade media coverage and a whopping 335 pieces of national, regional, and newswire coverage. This output reflects a planned PR strategy that we implement for the firm. Second best to LMS among the top 30 was My Home Move for trade coverage (with 64 pieces) and Shoosmiths for non-trade coverage (with 209 pieces).
What does PR do?
Why do some firms use PR and others not at all?
To the uninitiated PR can seem to be a dark art or just the promotion of celebrities but in fact it is a key tool in the armoury of most successful businesses, including leading professional services firms. Essentially effective PR is a powerful route to building positive awareness of a business to enhance its reputation and equally important build goodwill that will protect that reputation. Firms that do not use it are missing out on both these benefits.
PR is far more subtle than other marketing activity such as advertising and sales. It works across earned (traditional) and social/digital media channels as well as directly via events and marketing communications such as newsletters, to inform and impress target audiences, be they consumer or business audiences such as lenders, estate agents, mortgage intermediaries or regulators. 
Effective public relations in a digital landscape
As the digital communications landscape becomes ever more diverse, the opportunities for communication between companies and their audiences have never been greater.  Yet while the opportunities have evolved, the aim must remain the same — to communicate effectively.  For there is no point filling up media channels and websites with content that is anything other than relevant and of interest to target audiences!
At Wriglesworth we develop integrated PR strategies that are centred on content with strong news appeal that will reach target audiences across traditional, digital and social channels, driving traffic to clients’ websites while building and protecting their reputations.
Standing out from the crowd
Good PR programmes are proactive and planned, and will raise your profile strategically, maximising positive messaging, and setting you apart from your competitors while targeting your most influential media and stakeholders.
A very effective strategy to promote corporate reputation is to promote a company as a Voice of Authority (VOA) in its sector. It works exceptionally well for professional services firms, which have a wealth of data and insight in their specialist areas, and potentially media friendly ‘expert’ spokespeople. 
The VOA strategy is how we elevate a brand’s reputation as a thought leader and industry expert. As a specialist PR consultancy, we use our skill in analysing data and research to create market leading Reports and Indices. These become the backbone of a strong enduring campaign that reaches stakeholders across a range of media and channels — used by clients across the media, on their websites, and in direct communication with their own clients and potential clients.
As well as using authoritative research, the VOA PR programme includes placing expert spokesperson commentary, business and senior management profile management, social media profile activity using Twitter, LinkedIn, Facebook and blogs, roundtables and seminars, and complementary public affairs programmes. It complements other ongoing PR activities like the issuing of company news (e.g. milestones achieved, financial results, new appointments), events (like roundtable debates) and meetings with key journalists. Everything is coordinated in a planned approach and measured with clear KPIs. The media coverage achieved by LMS noted above reflects a planned VOA campaign. 
In an increasingly competitive world and one in which firms are expected to have an online presence and be open and communicative with their various stakeholders, PR has a key role to play in a strong and successful marketing and communications strategy. More and more firms are recognising this. 
In early 2015 it will be interesting to review the media coverage of the top 30 conveyancers for 2014 — and it will be highly surprising if the trend from 2013 is not upwards.   
*List according to Land Registry data

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