Landing a national news scoop for ‘Divorce Day’

In late 2017 our PR team were approached by family lawyer and Cardiff Business Club director Charlotte Leyshon, to drum up some publicity ahead of her law firm Lux opening its doors for the first time in January 2018.

A combination of Charlotte’s extensive legal industry knowledge and our strong nose for a story led to the conception of a ‘Divorce Day’ feature to introduce to press.

The first working Monday of the year, dubbed Divorce Day by lawyers, is well known in the family law world due to the stress of the festive period. Every year divorce lawyers see a huge surge in new enquiries for divorce advice on ‘the first day back’.

Our approach

Our challenge was to sell in this day to press ensuring Charlotte’s expert opinion and anecdotes were a key part of the Divorce Day narrative.

Our team worked with Charlotte to create the perfect press release formula of a calendar hook, strong and emotive quotes as well as hard facts and statistics.

Armed with a carefully-crafted press release, our team contacted their extensive ‘little black book’ of press contacts, both within Wales and nationally.

What followed was a PR haul to welcome the New Year right, when our story appeared, well, pretty much everywhere, as Divorce Day came around on Monday 8th January 2018.

Results

Charlotte’s quotes and mention of Lux appeared in nearly 400 online news articles from websites including The Independent, Metro, The Sun, host of UK-wide regional news sites, establishing Lux as the voice of authority around this important family law theme.

Her take on Divorce Day also hit the national print press with coverage appearing in the Daily Express and The Sun.

Local press was of course important for our client as well, with a story in the Western Mail and Wales Online also introducing Lux to a local audience — ensuring potential new clients were reached via their regional outlets, too.

This project just goes to show, whether you’re a large multi-million pound business looking to build a communications strategy, or a small firm opening your doors for the first time; if you want to drum up some timely publicity, we’re here to make that magic happen.

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