Case study · Forbes Dawson
Tax & private wealth
From tax expertise
to national authority.
Since May 2023, we have helped turn Forbes Dawson’s specialist tax knowledge into sustained national, international and broadcast coverage — positioning its experts in the stories that matter.
Back to work →The work
Building an expert source journalists return to.
The brief
Raise Forbes Dawson’s national profile and establish its specialists as credible voices on tax — not simply as a business being mentioned, but as experts journalists could use in relevant stories.
The approach
We have centred the campaign on expert positioning. Proactive story generation is combined with rapid reactive comment on the tax issues driving the news agenda — Budgets, inheritance tax, property, pensions, capital gains tax and HMRC.
We also trained Forbes Dawson’s team to write reactive comment themselves: clear, concise responses shaped around what journalists need and delivered at newsroom speed.
That capability has become part of the relationship with the media. Journalists who have used Forbes Dawson’s experts now regularly come back with new stories, creating further opportunities for the firm to demonstrate its expertise.
When tax moves to the centre of breaking news, the team can respond quickly. During the Angela Rayner stamp-duty story, Forbes Dawson expertise appeared across the Financial Times, The Times, The Telegraph, City AM and LBC.
The result
The campaign has generated 261 pieces of coverage, 357 brand mentions and seven broadcast placements, with a combined estimated audience of 12.6bn.
Almost half of the coverage has been national and 41% international. Forbes Dawson has appeared in Reuters, the Financial Times, The Times and The Telegraph, while its experts have contributed to broadcast coverage on LBC and BBC Radio Manchester.
The impact has gone beyond media visibility. Forbes Dawson has confirmed that our work has generated inbound enquiries for the business.
Selected headlines
Financial Times Rayner faces 30% penalty on top of unpaid stamp duty, tax adviser says → The Telegraph The little-known alternative to trusts that could help you dodge inheritance tax → Reuters Britain turns to retail investors to boost funds for UK Plc → The Times National insurance cut ‘a thank you to the self-employed’ →Client feedback
Tom Minnikin, partner, Forbes Dawson“For many years we struggled to get Forbes Dawson’s name out there in the press, despite the strong reputation we had with our client base and network of professional contacts for being tax experts.
“Finnoah PR were transformative for our company. Through their proactive and innovative ideas, they opened doors to some of the biggest media outlets, raising our profile significantly.
“I would not hesitate to recommend them to other businesses looking to start or further a successful PR campaign.”
Next step
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