Midnight has spent more than 20 years helping law firms grow their reputation and win new business. Whether your goal is to showcase the expertise of your partners, secure high-profile media coverage, or position your firm in specific service sectors, we know what works.
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Legal PR
Getting Results
For ambitious law firms and legal businesses, we turn complex expertise into clear stories that clients, journalists, referrers and talent actually care about.
With two decades in the sector, we help you raise profile in priority practice areas, position partners as go-to commentators and generate measurable business outcomes – from stronger brand reputation and inbound enquiries to investor interest and talent attraction.
Along the way we’ve won awards and built long-term client relationships – but results, not trophies, are the reason firms choose to stay with us.
Get in touch”“When I was tasked with finding a PR agency, I knew who I wanted to work with. Having previously worked with Midnight, I knew from experience that their team would go out of their way to get to know Trethowans; the people in the business and what we have to offer…”
Kirsty HughesMarketing Manager Trethowans
What is legal PR?
Legal PR is about building authority, credibility and trust for your firm by turning specialist legal knowledge into timely, media-worthy stories. It’s not just about press releases or firm announcements – it’s about shaping the conversation so your voice is heard where it matters most.
At Midnight, we keep it simple: uncover the right story, match it to the outlets your target audiences engage with and deliver it at the right moment. Then we measure its impact against the metrics that matter to your firm – whether that’s client acquisition, reputation, recruitment or investor interest.
We use a proven mix of tactics to get your firm the attention it deserves. That includes firm news, thought leadership articles, newsjacking opportunities, content marketing, and senior leadership profiling.
To make sure your spokespeople are ready when the spotlight is on them, we also provide key message training and media training, giving your partners and fee earners the confidence to articulate your messages clearly to journalists and stakeholders.
And today, all of this comes with a digital edge. Our focus is on Digital PR that supports both your SEO and visibility in AI-driven search, helping your firm build a stronger online reputation. When prospects, peers or potential recruits search for you, they won’t just see what you say about yourself – they’ll also see trusted press coverage in reputable titles. That third-party endorsement builds credibility, signals expertise and sets you apart in an increasingly competitive legal market.
Who it’s for
- Regional and national law firms with growth and/or M&A ambitions
- Specialist practices seeking profile in defined sectors or geographies
- Legal service providers (often called ALSPs – alternative legal service providers) targeting in-house teams
- Legal tech and SaaS platforms selling into the profession
- Managing partners and BD leaders who need results
Sector challenges we solve
- Standing out in crowded markets where many firms sound the same
- Proving ROI to partners, boards and investors
- Unlocking fee-earner time for media without disrupting client work
- Navigating regulation and risk (claims sensitivity, client confidentiality)
- Recruitment marketing during sustained talent competition
Media landscape
As part of planning, we map your target audiences to the media they’re most likely to engage with.
When expert positioning is the goal, we’ll target national outlets for newsjacking – The Times, Telegraph, Guardian, CityAM, BBC – while agreeing a ‘top tier’ of priority trade titles such as The Lawyer, Law Society Gazette and the vertical trades that matter in your practice areas which could be everything from HR titles such as People Management to construction trade outlets like Construction News, to retail press like Retail Week, tech press like IT Pro..the list goes on.
This ensures we focus effort where your buyers, referrers and future hires are actually paying attention.
Results you can expect
- Consistent coverage in reputable and authoritative national, trade and relevant sector titles
- Clearer positioning for key services and sectors
- Increased brand mentions and stronger visibility in AI and traditional search
- Improved share of voice vs named competitors
- Higher quality website visits
- Reporting that links activity to commercial goals
What to expect (how we work)
- Discover
We start by understanding your firm, your objectives and your audiences. Through discovery sessions and stakeholder mapping, we explore your practice areas, target sectors and communications challenges. This helps us uncover where PR can best support your goals – whether that’s profile-building, client acquisition or brand positioning. - Define
Next, we create a strategy that reflects your firm’s ambitions and voice. We agree key messages, identify opportunities for commentary and plan media engagement. This stage ensures your communications are both authentic and aligned with your commercial priorities. - Deliver
We execute your campaign through a mix of proactive and reactive PR. From thought leadership and newsjacking to awards, social content and digital PR, we deliver activity that enhances reputation, attracts talent and positions your firm as a trusted authority. - Reflect
We measure results against clear KPIs, e.g. coverage quality, message consistency and share of voice. Insights from every campaign feed into future planning, helping your firm’s communications stay relevant, compliant and effective.
Guarantee: Every legal client benefits from senior strategic involvement throughout, ensuring your communications are accurate, engaging and firmly aligned with your firm’s reputation goals.
Example story angles (tailored per practice)
- Timely analysis: what a new judgment, regulator update or budget means for clients in your target sectors.
- Data-led insight: trends, dispute pipelines or sector surveys that reveal something new.
- People & growth: strategic hires and firm growth that demonstrate commercial momentum.
Get in touch
Case studies
Thomas Eggar → Irwin Mitchell merger
Over 13 years, Midnight was an integral part of the journey of Thomas Eggar from a local firm to a regional firm of six offices across the South East and eventually a merger with national giant Irwin Mitchell.
”“Through the course of the relationship Thomas Eggar went through radical growth and significant changes to its brand positioning and go-to-market approach. Midnight worked so closely with the firm during these changes that they felt like an extension of the in-house marketing team. They understood our objectives; knew our lawyers personally and liaised directly; and they secured us impressive coverage which consistently supported our profile and growth ambitions…
Chris WilsherFormer Head of Marketing, Thomas Eggar
Trethowans
Trethowans, a regional firm on a growth path, needed greater visibility to match its ambition. By working closely with their in-house team and key spokespeople, we delivered expert commentary that transformed their profile – generating 557 media mentions along the way.
”“Although we’re based in the South, our clients are country-wide and with Midnight’s contacts they find us opportunity for coverage in publications across the UK, as well as boosting our regional presence. We take pride in working with likeminded businesses who exhibit similar values to our people; no nonsense and no egos. Midnight are a fantastic extension to our marketing team who exhibit those values too…”
Kirsty HughesMarketing Manager Trethowans
Mayo Wynne Baxter
Our campaign is focused on newsjacking, supporting the inhouse team at Ampa with a fast-paced campaign to achieve national visibility for an ambitious regional firm. We work with multiple subject matter experts, across several areas of legal specialism from employment law to dispute resolution. The result is consistent national coverage that spreads impact across practice areas and strengthens the firm’s reputation as a go-to voice on key legal issues. Recent coverage has included CityAM, The Guardian, Drapers and The Telegraph.
”“We’ve been absolutely delighted with the results from Midnight – they’ve secured coverage and outcomes that were better than we could’ve imagined. The team has been a pleasure to work with throughout – responsive, creative and flexible in adapting the brief to fit our needs. Their strong local knowledge and understanding of the media landscape really made a difference. We couldn’t recommend them more highly…”
Jemma PagePress Officer, Ampa
FAQs
How quickly will we see results?
Expect early momentum in the first 6–8 weeks (comments, short wins), building to a predictable drumbeat of 3–5 high-quality pieces a month by month three.
How do you handle compliance and approvals?
We draft in plain English, go through your internal team for sign-off and never publish without approval. We’re used to Solicitors Regulation Authority (SRA) considerations, client confidentiality etc – and we’ll agree red lines up front.
Our partners are time-poor. how do you make this work?
We build strong relationships with fee earners from the outset. Together, we agree key spokespeople and interview them individually to identify media themes and red lines.
We support them with key message and media training, and during campaigns – especially newsjacking – we work side by side to shape media-friendly commentary. Whether they prefer to dictate over the phone, email us notes, or brief in another way, we make it easy to share their expertise. We then convert it into press-ready content and deliver it directly to the journalists covering the story.
As the campaign progresses, we build a bank of approved content and commentary so we can anticipate what they might want to say next time. This speeds up the process and means we’re always ready to respond quickly with media-ready content that lands with the right journalists.
What does success look like in legal PR?
We’ll agree KPIs that matter to partners: coverage quality and relevance, share of voice vs competitor set, brand mentions, targeted referral traffic and – where feasible -qualified enquiries and BD outcomes.
Do you support recruitment and employer brand?
Yes. we run integrated PR and LinkedIn campaigns that spotlight culture, training pathways and real career stories, helping you attract and retain talent in competitive markets.
Our law firm PR services
PR
Midnight has a track record of securing coverage in influential publications that your audience engages with. Tell us your business objectives and let us develop a PR campaign that hits the mark. You name it, we’ve achieved it for our list of legal sector clients over our two decades.
We know how to align the coverage you need to stand out in your target sectors, build a profile and reputation on a national stage or position your brand as a go-to in your chosen sectors.
Why are we so good at anticipating the stories and approach journalists will engage with? It’s simple, really. Our team has years of editorial experience and we know what journalists want. Our thorough research process uncovers emerging editorial topics and we align your expertise to secure coverage above and beyond other agencies.
Just ask our client, Trethowans, a regional law firm in the South. Although adept at gaining local coverage, the firm had ambitions to be part of the conversation on a national level in its chosen sectors. Our PR campaign secured regional and national coverage in the most influential publications read by Trethowan’s target audiences to position the firm perfectly and land new clients.
Click here for more on our PR strategy service.
Thought leadership
Want to position your firm as a leader in your chosen service sector? Or position your partners as the go-to authority among a particular audience? Our approach to thought leadership aligns your expertise and experience with the topics and trends relevant to your target audiences. And we can deploy the weight of our content services to research, author and develop reports, analysis and white papers that gain attention and build credibility and authority. Our thought leadership assets have been used to support client marketing functions, position fee earners and the firm with potential clients and as part of our PR and social media campaigns.
Click here for more on our thought leadership service.
Copywriting
Our talented team know how to turn their hand to writing copy that demands attention, builds trust and demonstrates your credibility and expertise. Taking into account your key messages and tone of voice, our copywriters will transform your expertise and insight into powerful website copy, blog posts, white papers and reports. One of our copywriting specialisms is awards writing. When it comes to getting a trophy or two into your hands, we know how to craft an awards entry that impresses judges and gives you the best chance possible.
Click here for more on our content and copywriting service.
Social media
Our approach to social is intelligent and joined-up. We use social media as part of an integrated approach to our campaigns, allowing us to amplify the reach of PR activity. Social media also offers the opportunity to deliver your message directly to decision-makers – when it’s targeted and strategic. Successful social activity has included everything from launching a LinkedIn company page and growing from 0 to 5,000 followers to managing entire company social media accounts and consistently publishing content that drives engagement and action.
Click here for more on our social media service.
Press office
We create opportunities for your fee earners to be featured in all the right places. Let us run your press office and benefit from our experience handling media enquiries to maximise coverage and present your brand in its best light. Yet, we know firms can achieve so much more. Your fee earners are a rich source of potential comment and analysis for journalists, yet their time is valuable and scarce. That’s why we quickly forge strong relationships with your key spokespeople to balance their availability and grasp opportunities when they arise.
In the above example of Thomas Eggar, our fee earner workshops and deep relationship with its lawyers resulted in them competing to respond to media requests, including one lawyer sneaking out of an event for a few minutes to WhatsApp us, securing valuable coverage. Working together so closely, and finding innovative ways to engage fee earners, was a significant factor in our ability to secure strong coverage and raise the profile of the Thomas Eggar brand and its people nationally. View the case study here.
Click here for more on our press office and media relations service.
Investor & stakeholder communications
With consolidation and M&A activity continuing in the legal and professional services sector, clients engage us for our track record in raising the profile of legal brands with a view to sale or merger. By bringing media attention to company CSR, ESG and D&I activities, high-profile deals and client acquisition and telling the story to attract talent to support growth, we can help drive investor value. Share your plans with us and together, let’s create the strategy that positions your firm in the right way for potential investors, purchasers, talent or partners.
Click here for more on our investor and stakeholder communications service.
Measurement and evaluation
If the thought of spending an hour walking through a 79-page PDF report once a month doesn’t fill you with joy, you’re not alone. Monitoring the effectiveness of your campaigns should be straightforward, only incorporating relevant metrics. In our first meeting, we’ll agree on campaign metrics and KPIs aligned with the broader objectives of your organisation to build a reporting dashboard tailored to you. Every business has different objectives, so every dashboard is different. And when it comes to reporting to your board or management team, you have all the information you need to explain, with confidence, the value of your PR investment.
Click here for more on our PR measurement and evaluation service.
Media training
In today’s media environment, there’s a need to ensure the key people within your firm know how to handle media questions or deliver key messages in an interview. We can deliver tailored media training to your partners to handle whatever questions are thrown their way. Our media training is fun, practical and leaves your spokespeople more confident about going in front of the camera and communicating effectively.
Click here for more on our media training service.
Certified B Corp
As a certified B Corp agency, we’re committed to responsible communications and long-term partnerships.
If you’re ready to build authority the right way, get in touch.
Five of the Midnight team celebrating its B Corp certification.
