- Case Study -
ACCESSLEX INSTITUTE
AccessLex Institute®, a nonprofit organization dedicated to increasing access, affordability and value to legal education, is a long-standing partner of Next PR. Next PR needed to increase visibility of the organization's new data reports in front of law students, law school leaders and legal professionals.
THE CHALLENGE
For years, AccessLex has released impactful data on the legal industry, law school admission and student loan challenges. The team was gearing up to release its updated Legal Education Data Deck and latest Gallup report.
With two meaningful data reports back-to-back, Next PR needed to ensure each report had its own time to shine and didn’t overwhelm the media contacts they’ve nurtured throughout the years.
HOW WE GOT THERE
Next PR has built strong relationships with relevant industry and national reporters on behalf of AccessLex. To prepare the client for interviews around these two new reports, the team hosted a media training workshop to ensure key report messaging was prominent across media opportunities.
Next PR analyzed report findings and aligned pitch angles with trending narratives on remote education and accessibility to higher education. The team created a workback timeline for reporters to review the reports, conduct interviews and craft articles before release.
AccessLex provided executive summaries for each report to enhance readability. The Next PR team then leveraged these summaries in outreach to help reporters quickly grasp key report takeaways.
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Top-Tier Media Placements
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Web Sessions From Media Placements
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New Web Users
THE RESULTS
Next PR’s media relations campaign nearly tripled the amount of coverage garnered from the reports the previous year. The team secured 19 pieces of earned coverage in top-tier national and industry publications, highlighting AccessLex Institute’s expertise in law student learning.
As a result of the campaign, AccessLex earned feature stories on the research in target publications including Reuters, Legal Tech Monitor, ABA Journal, Law.com, The Journal of Blacks in Higher Education and Higher Ed Dive.
To identify the tangible impact of the team’s work, Next PR monitored Google Analytics activity for all coverage containing a backlink. Media placements from both reports resulted in 170 web sessions and 105 new users to the client’s website.
In the months following, four new articles cited data from these reports, showing the lasting impact of this valuable research.
“The team provides a proactive approach with keen attention to detail and in-depth knowledge and understanding of the company, brand and sector. Since pairing with Next PR, the scope and volume of media placements has increased and remains on an upward trajectory, and the organization’s standing in the legal education sector has grown immensely.
The team utilizes best practices, is attentive to the organization’s needs and consistently demonstrates a personable and relatable approach. All these reasons are why AccessLex has partnered with Next PR since 2017.”
-Elise Todderud, Director of Integrated Marketing and Communications