Project Overview
The Foster Group is a boutique agency specializing in legal consulting. Founder Michelle Foster is well respected in the legal community and has broad, established relationships with hiring and managing partners of top-tier firms nationwide. Her success can be attributed to her approach as a career consultant versus a typical agency recruiter.
Michelle can seamlessly offer marketplace intelligence and discuss in detail complementary law firms for a practice, its culture, and workplace environment. Her clients include candidates like lawyers looking for new job placements and law firms seeking to hire new employees.
The Problem
Michelle approached Otter PR seeking increased press coverage in media to grow the amount of business received by her legal recruiting firm. To achieve this, both she and our team knew that we would have to focus on increasing traffic to her website from potential client demographics who would be best positioned to utilize the services provided by The Foster Group.
However, our team also understood that these demographics would be limited in number. As such, we were faced with the additional challenge of creating content that would easily grab and retain the attention of other professionals working in the sectors of law and consulting.
The Strategy
The foundation of the strategy we created for Michelle and The Foster Group was adherence to current trends in the legal community, which would position Michelle as an expert in the field with crucial insider information. Through our initial pitches to members of our media network, we found that the legal community was extremely interested in the effects of the pandemic on the legal community, especially with regard to remote work.
Lawyers around the world were forced to work from home during the pandemic, but many attorneys quickly realized that working remotely held great benefits. For example, work-life balance is a major issue for the legal profession. Following the initial months of the pandemic, many lawyers expressed a desire to remain remote, even as their firms started returning to the office for work.
We also framed Michelle as an expert female lawyer who has seen the legal industry change over the years to be more accepting of women in the field. Lastly, we included recruiting and career advice pitches to attract outlets that reported on careers more broadly.
Business Impact (results)
Within only a few short months, our team was able to generate immense media coverage for Michelle which helped position her and The Foster Group as the nation’s leading experts in legal consulting. By framing Michelle as a subject matter expert in this field, we were able to have her story and consulting advice published in several key outlets, including Law.com, Bloomberg Law, and Forbes.
As a result of our comprehensive media strategy, Michelle and The Foster Group were able to meet their PR goals and experience a phenomenal increase in web traffic to their website. Through the several dozen of pieces of coverage we helped to create and push on Michelle’s behalf, Michelle quickly became recognized as one of the nation’s top subject matter experts in the field of legal consulting, which has led to further successes in media for her as well as The Foster Group.
