Natalie Rodgers, managing director of marketing and PR firm Scala, grew the agency from a solo venture to a thriving seven-person team. A chartered marketer and member of the Chartered Institute of Public Relations, she previously worked as a solicitor at DLA Piper before becoming the first marketing director at a top northern barristers’ Chambers. With a rare blend of legal and PR expertise, she’s helped shape the way law firms approach marketing, managed high-profile cases in the media, and even played a role in driving legislative change.
Here, she talks us through breaking the mould in legal PR, the power of storytelling in high-stakes cases, and why SEO and PR go hand in hand:
Hi Natalie! Let’s jump in. You bring both legal and marketing expertise to the table. How does your background inform the strategies you develop for clients?
Right now, I oversee the creation and delivery of marketing and PR campaigns for our clients, and having a deep understanding of the different legal specialisms is a distinct advantage.
In highly competitive fields like personal injury and clinical negligence, a tailored approach is essential. It’s a sector where PR can be a powerful brand differentiator and attract new cases. Given my background as an injury lawyer, and my knowledge of the legal process, clinical negligence has become a niche area of expertise for Scala – we know what to say, what not to say, and how to time PR campaigns to align with ‘live’ legal cases.
Legal PR was once an afterthought for firms. I recognised the gap in the market and pushed for years to get lawyers to utilise this powerful tool. Today, it is essential for brand visibility, SEO, and marketing.
How do you create innovative campaigns when the legal industry is, by its nature, often so conservative?
Innovation often comes from the client’s work. Many of our clients, such as CL Medilaw and criminal set, Mountford Chambers, work on high-profile cases that attract extensive media attention. Some cases may already be in the public domain, and we are asked to steer the narrative or ensure their name is publicly connected to it. In others, we introduce stories to the media and get journalists into court to cover them.
Our injury sector clients – STEPS Rehabilitation, STEPS Prosthetics, and Steven Docker Associates – quite literally change lives on a daily basis, and as a result we can share some amazing success stories.
Natalie Rodgers collecting her award at the Personal Injury Awards 2023
You won ‘Marketing Campaign of the Year’ at the Personal Injury Awards 2023 for your work for Switalskis on the media coverage of the Lucy Letby case. What do you think made your work stand out?
Our strong relationships with high-profile journalists. Only recently a journalist said to me, “You know if Scala are involved, things will run smoothly”.
When we were first instructed by Switalskis to manage their PR on the case, we knew that we would need to keep ahead of any developments and be a trusted source for journalists. We prepared extensively, with a journalist reporting back from court as verdicts were announced. Faced with heavy reporting restrictions, we positioned Switalskis solicitor Tamlin Bolton as the families’ spokesperson. Our work secured over 50 pieces of TV, radio, and press coverage with an audience of 2.33 billion.
Scala has been involved in campaigns that have led to legislative change, such as those related to crossbow ownership. What has been your proudest moment?
I am really proud of what this company has been able to achieve, but the Nottingham Maternity Scandal stands out.
After breaking the story in 2017, Scala has been working with harmed families and their lawyers to provide sensitive and effective PR support. Our efforts secured extensive national coverage – including BBC, ITV, Sky News, The Times, and Channel 4 – resulting in public pressure that led to the government-commissioned independent review by Donna Ockenden. We are hopeful that this review will lead to long-lasting changes in maternity services to ensure safe care for all.
For smaller legal firms, accessing expert advice can be a challenge. How can Scala help?
When we’re approached by a potential client, we like to offer them a free consultation to showcase how we can help and highlight areas where they could use support.
While smaller firms might want to explore marketing and PR, we understand that they can be limited by their size, or the cost. We offer flexible solutions: from managing one-off projects to providing ongoing support through monthly retainer plans. Delivering tailored services results in a strong return on investment and significant impact far beyond traditional marketing methods.
You’ve supported whistleblowers and victims during highly publicised scandals. How do you ensure these stories are handled sensitively while still achieving widespread media coverage?
Trust is key. We get to know people and assure them that there is no pressure to do anything they are not comfortable with. We manage expectations with journalists, clearly defining what our clients are and aren’t willing to discuss. We don’t want the press to spin the story, so we lay out the main takeaways in our media releases.
Securing coverage isn’t the be-all-and-end-all; we have to make sure that the coverage is strategic and empathetic. Thankfully, our journalists understand the need for sensitivity in these cases.
How is legal PR evolving with digital media and citizen journalism?
The rise of digital-first platforms has only added to legal PR’s necessity. For example, we advise clients on crisis management following posts on social media. We reassure clients that this is often part of the process – they don’t need to engage – or where necessary, we can put out a different narrative to influence the conversation.
When managed well, guerilla journalism can complement legacy media coverage. But for high-profile cases where information is withheld, we’ve seen firsthand how speculation online fuels rumours. For example, we’re providing PR support to the lawyer and three bereaved families of the Southport Attack, and the online speculation fuelled riots and unrest that grabbed headlines. That’s an example of where it’s really important to keep a level head, pre-empt reactions, and take control of the narrative.
Finally, what advice would you give to legal organisations looking to refine their PR and marketing efforts?
Combining SEO with a robust PR strategy is the key to maximising a firm’s online presence and long-term success. Copy, communication, and strategy can only go so far; effective SEO is absolutely essential to stay ahead of your competition and ensure that your expertise, case outcomes and insights reach the right audience.
Google rewards brands for thorough SEO, but they don’t make it easy. The Google-Gods are forever changing their algorithms, meaning your SEO needs to stay up to date to stay on top.
Google’s domain rating score is influenced by online activity around a brand, including press mentions and social media engagement. Therefore, PR and SEO are like two sides of the same coin, both working to enhance your website.
Thanks, Natalie! To learn more about Scala and the services they offer, visit www.scala.uk.com
This post is produced in partnership with Scala, proud sponsors of the Yorkshire Legal Awards 2024.
Josie Geistfeld
Josie Geistfeld is Editor of Yorkshire Legal News. She welcomes comments and questions.