How we started working together
NALP has worked with Chantal Cooke at Panpathic Communications, a boutique PR agency that works specifically with small businesses, for over five years. Having worked with SME Needs previously, she recommended that we come on board to help with their marketing needs. “My role is essentially PR and social media and we focus very much on the media-facing side,” says Chantal. “The ultimate aim is to educate the public and other legal professionals, raising awareness of paralegals and what they do.” Following Chantal’s recommendation, we started working with NALP in 2020 to coordinate all of the marketing. There was a particular focus on communicating with members, supporting them and helping them improve their businesses and take their careers forward. We were also tasked with improving the website and increasing traffic.
How we work together
“We make a great team, as Nigel and I are very clear on our respective areas of expertise and we try not to overlap,” says Chantal. “He can spot what needs to happen from a Google/SEO perspective and then we work together to make that work from a PR perspective as well, to gain media coverage.”
“For example, Nigel wanted NALP to appear high in the list of results when people searched for ‘alternatives to solicitors’. So, alongside his SEO improvements, I created editorial content about the alternatives to solicitors that was placed in a number of media outlets,” says Chantal. “This project worked well from a PR perspective, as well as driving more traffic to NALP via online search engines. It’s a good practical example of how a marketing need drove the PR and then both sides benefited.”