McKays Solicitors is a perfect example of what happens when a strong story meets a smart Digital PR strategy. It can be challenging to get into the media if you don’t have anything worth telling, no matter how much you try and work an angle, so when McKays came to us and told us they were reviving a long-standing community tradition, the Criminal Law Moot Competition in Mackay, we knew we had the right ingredients for a successful Digital PR campaign.
A respected regional law firm reviving an important learning opportunity for the next generation of legal minds? That’s not just newsworthy. That’s a narrative journalists want to run with and a moment audiences want to engage in. They already had the story; we just needed to get it heard by the right people.
And that’s exactly what we did.
On November 3, McKays Solicitors held the Criminal Law Moot Competition, giving Legal Studies students from four Mackay high schools the chance to argue a case inside the Mackay Magistrates Court.
Imagine being a teenager, stepping into a real courtroom, and presenting arguments in front of real legal professionals. For most students, this is usually something they only see on TV. For McKays, it was a meaningful way to support young people who may one day become the region’s future lawyers, advocates and leaders.
We had the story; they gave us the bare bones of a media release; and we whipped together a journalist-ready piece that would grab their attention, give them all the details, and, most importantly, a reason to share it.
Finding the hook inside the story: our Digital PR strategy 🎙️
A good PR strategy isn’t about shouting the loudest or squeezing in as many brand mentions as possible. It’s about uncovering the human angle, the community impact, and the reason people should care. Because the truth is, journalists don’t write about businesses… they write about people and stories.
So our job wasn’t to create a headline out of thin air. It was to shape the narrative, highlight the impact, and make it something the media would want to share.
For McKays, we focused on four things:
Community value
This event wasn’t about McKays promoting themselves. It was about creating real opportunities for young people, which is exactly the kind of angle journalists pay attention to.
Local impact
Positive stories coming out of regional areas are always in demand, especially those that highlight education, leadership, and investment in future generations.
Industry relevance
Industry-specific publications love an angle that talks about the future of the sector, whether that’s upcoming changes that people don’t know about, an event that is newsworthy or even something in the news that they can provide some commentary on.
Human interest
The media release needs to show the people behind the announcement and why it matters to them. So we centred the story around the individuals involved, the quotes they shared, and the genuine passion behind bringing the competition back.
Adding that human element is the key to a good campaign. Journalists aren’t moved by corporate statements or promotional angles. They care about people, impact and emotion, which is what turns a regular company update into a story worth telling.
Pitching it to the right people, with the right angle 📨
A good pitch isn’t a generic email that could’ve gone to anyone with an audience. It needs to be personal, relevant and, most importantly, clearly explain why this story is worth sharing.
Pitching to a local newsroom is very different from pitching to a state-wide legal publication. Even though the core story stays the same, the value it offers each journalist is entirely different.
A local news desk won’t get excited about a law firm doing something law-related. But they will care about the community angle, the impact on local students, and how the event invests in the region’s future. That’s the hook that matters to them.
A legal publication, on the other hand, wants the industry details. They care about the professional relevance, the credibility of the judges, the significance of the competition returning, and what it means for the next generation entering the field.
We created tailored pitches for different media groups:
- Local newspapers
- Regional newsrooms
- Education reporters
- Legal publications
- Radio and TV outlets
The results: a big day in court, and a bigger day for visibility 📺
It didn’t take long for us to get replies from various journalists, which is music to our ears because we know that if it hits the mark with one publication, it’s likely to resonate with others.
Here’s what we achieved with this campaign:
Queensland Law Society published the story twice
Queensland Law Society (QLS) is a peak representative body for the industry, so this coverage did more than just build awareness. It placed their name in front of thousands of practising solicitors, graduates and educators across Queensland, strengthening their reputation as a firm that actively invests in the next generation of legal talent.
QLS holds a high Domain Authority of 51, so earning links from their website sends strong trust signals to Google. In simple terms, it tells search engines that McKays is a credible, authoritative business within the legal sector. That kind of endorsement can improve search visibility and long-term organic performance. Call that a win-win for brand awareness and SEO.
You can find the articles below:
7NEWS Mackay arrived camera-ready
This is an exciting one, because yes, backlinks are great for SEO and digital awareness, but nothing beats getting in front of the people most likely to become your next clients. And in a regional city like Mackay, the most powerful way to do that is through the nightly news. It’s local, trusted and reaches the exact audience McKays serves every day.
7NEWS attended the event, interviewed the solicitors and competitors, and aired it that same night, which is one of the easiest ways to reach a broad audience without being salesy, forced, or over-promotional.
ABC News Radio jumped on board
Another interview, another audience, another layer of authority. ABC News featured one of the solicitors involved in their morning segment, discussing the event, the firm, and the impact they are making on the local community.
It’s even opened the door to more media opportunities, with ABC now chatting to their director about becoming a regular voice on their breakfast show’s legal segment. That’s the magic of Digital PR. One story lands, and suddenly you’re everywhere.
This is the kind of visibility that SEO alone can’t get you. You can be ranking number one for every keyword relevant to your industry. Still, if it’s not supported by a strategy that gets you known outside of the digital realm, you are losing a pool of potential clients that don’t rely solely on search engines for their decision-making.
Beyond the headlines ✨
Of course, the media coverage itself was a massive win, but the benefits of these wins extend far beyond the day the segment airs or the article is published. Digital PR is the gift that keeps on giving, well into the future.
Greater local trust
Families, teachers, schools and the community saw McKays investing in the next generation. This shows that they are not just practising law, but shaping the region’s legal future, and this is the type of publicity that builds a positive reputation.
Industry credibility
Credibility in the local region and with search engines is great, but achieving industry credibility is quite difficult, especially in the legal sector. Respected publications such as QLS, which covered the story across two articles, position McKays as a respected voice in the legal space.
Search engine benefits
Yes, Digital PR and SEO do come hand in hand, which many people don’t realise. High-quality backlinks are a great trust signal to Google (hello, higher Domain Rating!) and also give businesses a platform outside their own website. You never know where potential clients are hanging out, so the more places you’re featured, the better.
A story worth remembering
This wasn’t a generic “law firm wins award” moment. It was a practical, meaningful contribution to young people in Mackay, and that’s the kind of story people share.
Onwards and upwards for McKays 📈
With a new, refreshed website, a strong SEO strategy, and a Digital PR campaign that’s already brought TV crews into the courtroom, McKays is in the perfect position to keep building on their growing awareness across the space and the region.
There are more stories to tell, more community initiatives to support and more opportunities to share the work they’re doing in Mackay.
And we’re excited to help them do it.
Need a hand with Digital PR?
If you’ve got a story worth telling, we’d love to help you get it seen 👋
