The challenge
Parker Walsh is an insolvency and business recovery firm based in Cheshire, working with company directors, shareholders and business owners across England and Wales when their businesses are in difficulty. It was founded by Molly Monks, a licensed insolvency practitioner and Fellow of the Insolvency Practitioners Association.
The brief had three parts: build Parker Walsh's authority online, raise its profile in the sectors its clients work in, and establish Molly personally in the media as a leading insolvency practitioner. Directors usually look for insolvency advice when things are already difficult, so the firm needed to be familiar to them before that point.
Our approach
We combine traditional PR and digital PR, with Molly at the centre of both. When a well-known business runs into trouble, she explains what administration or insolvency actually means for staff, customers and suppliers, such as why Greggs could cut 740 jobs despite growing sales and how TalkTalk came to be rescued by BT. Parker Walsh's comment has also explained what happens to gift cards and loyalty points when a company goes bust, and what insolvency proceedings mean for a name as familiar as Raleigh.
The same approach reaches the sectors Parker Walsh works with. Retail and hospitality closures, from Morrisons and TGJones to Hooters, food and drink prices pushed up by drought and the Iran war, and the regional business stories that matter to local directors have put the firm in front of readers of Internet Retailing, The Drinks Business and BusinessCloud as well as the national press.
On the digital side, the target is links from sites with real authority, so that people searching for help with a struggling business find Parker Walsh as well as reading about Molly.
The outcome
In its first 12 months, the campaign has secured 379 pieces of coverage, an average of 32 a month, including ITV News, the Daily Mail, The Sun, the Mirror, the Daily Express, City AM, This is Money, GB News and the Manchester Evening News.
That coverage has earned 276 backlinks from sites with an average Moz Domain Authority of 67, with a combined audience reach of 17.8 million. Journalists now introduce Molly as an insolvency expert, often with her F.I.P.A. credentials attached, in national and trade titles alike.
