Raising the profile of employment law

The Strategy

As our objective was to obtain coverage surrounding employment law, we identified a refined target audience: 

1. Individuals with employment claims 

1. Decision-makers in businesses with responsibility for employment law claims.  

To develop an efficient strategy to reach these audiences, we approached business, national, and HR publications. We also curated media lists, identifying key publications using Roxhill and manual searches. 

We devised a comprehensive three-strand strategy for the campaign over the year. Each strand addressed workplace issues that impacted the nation: “Quiet Firing,” “Banter vs. Bullying in the Workplace,” and an employer guide for handling transgender issues in the workplace. 

The Activity

In our trans rights campaign, we worked with Irwin Mitchell’s teams to create an employer guide addressing sensitive trans issues, aligning them with Irwin Mitchell’s expertise. It focused on legal obligations, avoiding moral debates. We also outreached podcasts on trans treatment in the workplace with relevant diversity publications.

The “quiet firing” campaign idea emerged from our exploration of “quiet quitting.” We shifted our focus to “quiet firing” to provide unique insights on the topic and a new angle to a heavily debated topic.

“Banter vs. Bullying” had been overused in the media, so we targeted specific sectors like hospitality and sports and combined statistics with industry-specific data for a compelling angle.

To ensure we built high-quality links and coverage, we focused primarily on targeting top-tier publications and maintained close coordination with Irwin Mitchell’s internal PR team to avoid duplication.