Matt Baldwin of Coast identifies three types of PR. The first is everyday activity. He says: ‘This will include new partners, promotions, client wins and CSR activities. While important, it should not take up too much time as it is unlikely to influence buying behaviour.’ The second is activity that demonstrates expertise. ‘This allows firms to talk about what is important to clients and demonstrate the insights and expertise they can bring. This will include commenting on news stories and writing articles for the press.’ Finally, there is what Baldwin calls ‘stake in the ground’ activity, or thought leadership: ‘This might be research-led and will involve all aspects of a firm’s marketing – from creating some kind of report or paper, supported by an event and driving PR activity. It should enable a firm to say “we own this space”.’

https://www.lawgazette.co.uk/features/how-to-make-the-most-of-pr/5063210.article