Bloomsbury Square Employment Law
Generating national coverage through reactive newsjacking
The Brief
Bloomsbury Square Employment Law is a partner-led boutique law firm based in London that differentiates itself by advising only employees, not employers. In a market often dominated by global organisations, Bloomsbury Square Employment Law partnered with RMS to increase its media coverage across both trade and national publications.
One of the most effective ways to achieve this is through newsjacking, which involves responding quickly to trending and breaking news. This approach helps increase brand awareness and enhance credibility across multiple outlets.
Newsjacking generates results across all types of media, including national, regional, and tabloid press, but it requires swift responses and a creative approach. When done well, coverage can be syndicated across multiple outlets, further extending reach.
Activity
To successfully newsjack, our PR team reviews the news daily, closely monitoring emerging stories that may be relevant to our clients. Relevance is key: each story must align with a client’s expertise to ensure it reaches the right audience and maximises impact.
As we began to work alongside Bloomsbury Square Employment Law, it became evident that there were several news stories which aligned with its expertise, for example, the 2024 General Election prompted our PR team to pitch the story ‘What will a Labour government mean for employment law?’ to trade publication Management Today.
This provided an opportunity for Bloomsbury Square to showcase its expertise on this evolving topic in the run-up to the Election and to position itself in front of an audience of more than 27,000 working professionals. Employment law is a vast field that applies to a wide range of situations across multiple sectors. Our team, therefore, needed to be well-versed in all areas of employment law to understand how it applies to different situations, as well as to appreciate the unique expertise that each partner at Bloomsbury Square brings. In August 2024, a story circulated about Thames Valley Police, which was at the centre of an internal race discrimination row. Bloomsbury Square has extensive experience dealing with employment law disputes within the police force, so our PR team identified this as a relevant topic for which Bloomsbury Square could add valuable insight. Our team quickly set about researching which publications had not yet covered the story and identified a journalist from a well-known outlet who, once they received the pitch, was eager to publish the piece with commentary from an employment law expert.
This commentary was featured in national publications, The Independent, and London Evening Standard, as well as achieving syndication across 31 other outlets. Bloomsbury Square’s message was promoted widely, supporting its stance on only providing employee-focused advice.
Success
Newsjacking is a powerful tool when executed correctly; the results can be exceptional, expanding a company’s reach across the media, spurring conversation, and establishing them as a leader in their field.
Our PR team’s reactiveness led to:
- 43 pieces of coverage across trade and consumer publications, such as The Sun, The Independent, and People Management
- 3.08m estimated lifetime views
- 1.1bn combined total audience of all publications
- 83 engagements across social media, including likes, comments and shares
The results show that a thoughtful and innovative strategy has effectively increased Bloomsbury Square Employment Law’s brand visibility on a national scale, from Bolton to Dorset. While also positioning the partners at Bloomsbury Square as experts and thought leaders, driving website traffic, and boosting social engagement.