Guilty as Charged: Strategic PR Provides Legal Tech Firm with Indisputable Value
Intapp was a top three legal tech solutions provider.
But the industry leader didn’t want to simply rest on its laurels. It wanted to take its business to the next level and embarked on a search for a PR agency that could bring its story to the world.
Challenge
To build on its success, the legal tech company wanted to expand its geographic reach, elevate its thought leaders, optimize its investment in events like ILTACON, highlight its thought leadership in AI and other top trends impacting law firms, and uplevel its social media game.
It wanted to leverage PR to expand its media coverage and public perception and increase its social media followers and engagement on LinkedIn and Twitter through organic growth. Additionally, the client aimed to build awareness among professional services firms with which it wasn’t already working and be seen as a thought leader among its current customers.
Strategy
Our PR professionals created a strategic PR plan that mapped out timing for key news announcements and themes for media outreach and thought leadership articles. Our PR experts identified key reporters and editors across technology, legal, business, accounting and other target media outlets – digging into what they covered and analyzing how best to appeal to them. Then we collaborated with the client to create compelling press releases, captivating pitches and informative articles to cater to the outlets’ needs and interests of their audiences. And we leveraged our politely pushy approach to encourage media coverage and build on the relationships we had developed with reporters, editors, influencers and industry analysts.
The PR team also created a workplan to amplify press releases and share earned media placements in real time. We also developed a social media program that featured a better mix of content – including owned, earned, third-party and multimedia assets – and the content’s account tagging, hashtags, length and posting times. Our social media experts also began tracking influencers engaging with the client’s content and identifying additional influencers. Additionally, the team tracked weekly performance to identify higher-performing content.
The public relations, content creation and placement, and social media efforts were a success!
Our PR pitching and follow-up resulted in:
- Multiple Bloomberg Law stories (Sam Skolnik reporting)
- An mention in its America’s 1,000 Largest and Most Inspiring Private Companies
- A Legal Insider (Caroline Hill reporting) feature on the Intapp-Lexsoft partnership
- The National Law Review covering the Intapp Pricing launch
In addition, our media outreach led to reporter articles in:
- ABA Journal
- Above The Law
- Business North Carolina
- Canadian Lawyer Magazine
- InsideBIGDATA
- JD Supra
- com
- Lawyer Monthly
- LawSiteBlog
- The Legal Intelligencer
- Legal Marketing Association Blog
- Legal Support Networking
- Legaltech News
- LexBlog
- LMA Mid-Atlantic Region Newsletter
- Mondaq
- New Jersey Law Journal
- Secret Sauce Marketing Tastings
The public relations team also collaborated to create and place byline article placements in:
- Accounting Today
- American Bar
- The American Lawyer
- Business Law Today
- MarTech Advisor
- Thomson Reuters Legal Executive
Adding to these client successes, our social media team enabled the legal tech customer to double its post engagement and significantly increase its LinkedIn and Twitter followers.
“In Bospar I find a true partner. The responsiveness and focus on results are second to none, and the content support the team provides wins rave reviews throughout our organization. As a result, Bospar now handles our influencer relations and social media programs, as well as PR and media relations. We have similar values and priorities, with a shared focus on collaboration and open communication and commitment to excellence.”
— Beth Pampaloni, senior director, corporate communications at Intapp
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