Last week, Broad Yorkshire Law showed how not to do things before stepping aside to make way for those smooth operators at Stewarts Law who picked up one of the Alton Towers Smiler crash victims quicker than you can say ambulance chaser.
Whether this was owing to brand awareness or a highly sophisticated customer acquisition network at Stewarts Law; however it was done, the firm appears to have got its client nailed down.
Stewarts collected 159 online media hits* between 6th-11th June 2015, initially with the firm providing commentary on the aftermath of the incident and speaking on behalf of one of the victims and subsequently with Partner Paul Paxton promising readers that a substantial personal injury claim will be brought.
Paxton has been able to hang these words on his reputation for generating significant payouts; the media leapt on the fact he had previously won £23m for a client Agnes Collier, who was injured in a car accident which also tragically killed her mother.
As the week bore on, another legal brand picked up a string of hits in the red tops, with Fieldfisher partner Jill Greenfield explaining the range of personal injury tariffs available to unfortunate victims.
While there was no contest in terms of numbers – Fieldfisher generated less than 20 online hits against its rival’s considerable haul – the firm deserve credit for developing a different narrative in the press, focusing on the factual ‘Q&A’ side of the issue to help demystify the story.
High social sharing stats
Again, the social media sharing statistics are also worth a mention in relation to this story with tabloid social numbers well into five figures; the above hit in which Fieldfisher was quoted at time of writing had 22,000+ shares from the Mirror web site.
So far the tragic Alton Towers crash has presented the UK’s personal injury legal profession in almost every conceivable light from villainous circling vulture, to conquering hero. If the issue stays out of court then the hype may be containable, but if litigation ensues there could be interesting times ahead.
A business journalist by trade, Ralph Savage represents a series of B2B clients on media and marketing matters. He provides strategic PR advice, media training and consultancy. He also ghost writes regularly on behalf of FTSE 250 CEOs, leading counsel and senior professionals including solicitors, accountants and brokers.