Earned Press Coverage for Legal, HR and Education Firms

About one pitch in ten runs. A story goes out to between forty and seventy journalists we have named one at a time, and four placements off that list is an ordinary campaign rather than a shortfall. The four sit on mastheads your buyers already read, which is the whole reason to work this way. How an angle gets chosen: A story earns a link when a legal affairs or workplace reporter would run it with your name taken out. That is the test applied before anything is written. Your name goes back in because you supplied the evidence, the expert or the access, never because the pitch asked for a mention. Angles that pass in these sectors: a ruling with commercial consequences nobody has costed yet, a rule change with a compliance deadline attached, a figure from your own casework or hiring operations that the trade press cannot get anywhere else. Angles that do not pass: funding rounds, senior hires, product releases, awards, anniversaries, and any survey of your own customers. Where the pitching goes: Swedish and Nordic desks — Dagens Juridik, Lag & Avtal, Realtid, Dagens Industri, Breakit, Chef, Kollega, Skolvärlden, Universitetsläraren. English-language trade — Legal Futures, Artificial Lawyer, Law.com International, Personnel Today, HR Magazine, Times Higher Education, Sifted, Raconteur. Lists are built per story in Roxhill and Muck Rack, then checked by hand against each journalist's bylines from the last ninety days, because both databases carry people who changed beat a year ago. On wire distribution: We do not use Mynewsdesk, Cision or any presswire. A release syndicated to forty portals produces forty near-duplicates, nofollow links on most of them, and a reporter who has now seen your story arrive as spam. If your communications team already runs Mynewsdesk for investor and recruitment notices, keep doing that. It is a different job and we will not touch it. Clearance before anything is sent: For law firms, every quote is read against Advokatsamfundet's vägledande regler om god advokatsed, which does not permit comparative or superlative claims about the firm. A large share of standard outreach copy is unusable in Sweden for this reason alone. For recruitment and HR clients, nothing goes out containing salary or candidate data traceable to an individual. For education clients, no admissions or grade data at a granularity that identifies a student or a single cohort. Reactive as well as planned: Roughly a third of the coverage in a quarter comes from responding inside the news day — a Högsta domstolen judgment, a new SOU, an amendment to LAS or to the Higher Education Ordinance. We hold a standing draft and a named partner on call. This only works if you can approve a quote in two hours, and we will ask you to commit to that in writing or drop the reactive half of the plan. What we will not do: Pay for placement. Buy a link inserted into an article that already exists. Use guest-post networks. Take anchor text from your spreadsheet. Count an image credit or an unlinked company mention as a result. Write a number of links into the agreement. Who should not buy this: Firms with nobody willing to be named and quoted. Anyone who needs coverage this quarter pointing at a page that has not been built — build the page first. Businesses whose only story is their own product. What arrives: An angle memo with the kill criterion written into it. The media list with each name's relevant recent byline. The pitch and every follow-up as sent. A spokesperson brief and one rehearsal. A coverage log recording URL, rel attribute, link target and the sentence your name appears in.