McCullough Robertson
Media Relations

The Task:

In August 2007, McCullough Robertson, one of Australia’s leading law firms and Queensland’s largest, appointed BWH to help market its services and further strengthen its leadership brand by implementing a mainstream media program statewide and nationally. A secondary objective was to promote all levels of the firm and its areas of expertise to a wider audience.

Communication Initiatives:

  • Identifying and targeting publications read by the firm’s clients and potential clients.
  • Developing a calendar of legal features in key publications and submitting articles for inclusion.
  • Developing specific media “hooks” to appropriate media outlets to position the firm’s lawyers as experts.
  • Profiling senior and new lawyers through industry commentary and industry group speaking opportunities.
  • Researching and drafting media releases and articles of interest to identified target business and trade media focusing on topical issues, major deals, recent court decisions, seminars and events, speech topics, key accomplishments and awards and new appointees.
  • Drafting media releases and articles for special features and supplements in targeted business and trade publications.
  • Developing media alliances, through meetings, one-on-one interviews and ongoing contact with journalists, so they approach the firm for future comment.
  • Transforming legal case studies into media articles.
  • Drafting media releases about the firm’s staff benefits, including maternity policies, and distributing to legal magazines and student publications.

Evaluation and Outcomes:

  • Over a 24 month period more than 250 media articles have appeared in target publications including The Australian Financial Review, The Australian, BRW, Company Director Journal and The Courier Mail as well as radio, regional newspapers, industry and legal publications.
  • The constant flow of media has successfully reinforced the profile of many practice areas of the firm including resources, property, business and revenue, intellectual property and food and agri-business.
  • BWH received a commended award from the Public Relations Institute of Australia (PRIA) within the marketing category in 2009 for the work conducted on McCullough Robertson’s behalf.