Echo-Front-Page-239x300BIM Creative has worked with its public relations client, Thompson & Co Solicitors, to help generate the front-page story in today’s Sunderland Echo.

The story focuses on Thompson & Co’s role in helping secure justice for the family of a woman who had suffered a serious stroke that went undetected by medical staff.

Though this is a tragic story, it is something that is worth highlighting as part of a PR campaign because of the need to ensure that mistakes are not repeated. As is so frequently the case with clinical negligence claims, the money involved was not the issue nor the priority for the claimant. Far more important was securing an admission of fault and an apology, as part of a bid to ensure nobody else has to suffer in the same way.

With any personal injury story, the critical element is ensuring that the PR activity is handled sensitively and according to the client’s wishes.

This activity took the form of an initial press release, but a face-to-face interview with David Allison, health reporter at the Sunderland Echo, followed, at the Thompson and Co offices in Sunderland.

Steve Maybury, account director at BIM Creative, has nine years’ experience of legal sector public relations. For more information contact [email protected]