In this edition of Realm Talks to… we spoke to Victoria Moffatt, founder of the specialist legal PR consultancy LexRex. Topics of conversation included Victoria’s career transition from law to PR, her plans for the summer and her penchant for wheat beer.
You’ve had quite an unusual career, first qualifying and working as a solicitor, then making a career move to PR before setting up your own business, Lexrex… what motivated you to make the move into PR and eventually set out on your own?
Although I enjoyed certain elements of practice, there were quite a few other areas that I really didn’t like. Advocacy I found very stressful, and I didn’t particularly enjoy the repeat nature of some of the delivery.
However, I was one of the very first lawyers in the UK on Twitter and really enjoyed blogging. My enthusiasm for and enjoyment of these two channels made me start to wonder whether an alternative career might suit me better in the longer term.
When I was made redundant from my last solicitor position, I decided not to go back to fee earning.
How does running a PR consultancy compare with working as a lawyer?
There are parallels. Running a PR consultancy comes with pressure to deliver, which all lawyers can relate to. It can also be extremely fast-paced, competitive and often involves very long days.
However, it is also creative, stimulating and there’s just something really exciting about working so closely with successful lawyers and entrepreneurs operating within the legal services environment.
And of course, it would be a lie to say that there isn’t just a little bit of glamour involved in being part of ‘the media’.
Lexrex is a boutique PR consultancy that works exclusively with law firms – how can working with a specialist agency benefit a law firm?
Not only are we boutique, but we also have a significant competitor advantage in having a former lawyer at the helm.
The law is multi-faceted and can appear impenetrable for those not fully immersed in its practice. That’s not to say other consultancies can’t deliver good legal PR – they do, of course.
It does mean though that we are in a position to genuinely partner with our client firms as we have a deep understanding of not only their business and their services, but also their processes, challenges, opportunities and everyday issues.
We want our clients to succeed and our unique skill set enables us to create and deliver strategies that enable that to happen.
What’s the first piece of advice you give to law firms looking to boost their profile?
Start with one measurable objective that you want your PR to deliver. Too many people start with the tactics and work backwards from there.
What’s the best thing about your job?
Working with lawyers at the top of their game who understand and appreciate the value of good PR.
How do you like to unwind at the end of a busy day at work?
Any combination of box sets, a run, a good book. An occasional glass of wheat beer. Sadly, shopping. I love clothes.
Do you have any exciting plans for the summer?
Ideally, I’d like to squeeze in a trip to Sweden to visit family, and I definitely want to go back to my home county, and some say God’s own country; Yorkshire and eat fish and chips in Whitby.
About Victoria Moffatt
Managing director of LexRex Communications, Victoria Moffatt is a former solicitor turned legal PR specialist. She practised in South Yorkshire and Leeds over the course of her 6-year legal career.
Victoria honed her PR skills at some of the UK’s leading and award-winning PR agencies in Manchester; working with a variety of prestigious law firm accounts including regional big-hitters and Top 100 firms.
Passionate about great communications and measurable results, Victoria loves creating and implementing bespoke campaigns. Her strengths include understanding exactly what clients want to achieve and creating strategies that meet their objectives.