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Case study

How we got a niche, one-lawyer firm into the Washington Post

ClientTree Law
ServicesPR & Communications
How we got a niche, one-lawyer firm into the Washington Post
242
pieces of coverage
27.7k
engagement
21m
views
2bn
audience

The felling of the iconic Sycamore Gap tree in Northumberland in 2023 became a major national story, sparking public outrage and debate over heritage and environmental protection. As one of the UK’s leading tree law experts, Sarah Dodd of Tree Law was well placed to provide authoritative legal insight during the unfolding case.

I have to give a shout out to the power of Francesca as a PR guru and the power of media coverage. The spike in traffic to our website following the Sycamore Gap trial in April and sentencing in July is immense.
Sarah Dodd, Founder and CEO of Tree Law

What we did

  • Developed and ran a rapid-response PR campaign positioning Sarah Dodd as the go-to legal expert on tree preservation and environmental law following the felling of the Sycamore Gap tree, centred around trial
    and sentencing.
  • Drafted press materials, crafted interview briefings, and secured media opportunities across national and specialist press, meaning Sarah could comment on the legal process, heritage protection, and broader environmental implications.
  • Identified and shaped timely media angles around the case, highlighting Sarah’s unique expertise and track record in tree law.
  • Guided messaging to balance legal accuracy with public interest storytelling, helping Sarah build profile and credibility in both legal and environmental media circles.

What worked

  • We, and Sarah, acted quickly to place her in the conversation meant she was quoted in coverage while the story was still breaking, giving her first-mover advantage. Sarah said yes to opportunities, so we could move at pace.
  • Strong, clear messaging made complex legal points accessible and relevant to a general audience, which increased media interest.
  • Targeting both national and niche outlets widened reach, building her credibility with legal peers as well as the public. We even went global!
  • Framing Sarah’s expertise in the broader context of heritage, community, and environmental protection helped position her as more than just a technical legal commentator.
  • Preparing concise interview briefs, having regular chats, and being on hand via WhatsApp meant Sarah was confident, consistent, and quotable in all appearances

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