From tax expertise
to national authority.

Since May 2023, our work for specialist tax consultancy Forbes Dawson has secured sustained national and international attention, including Financial Times front-page reporting. The articles have also generated inbound enquiries for the business.

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261pieces of coverage

357brand mentions

12.6bncombined estimated audience

7broadcast placements

Selected coverage has included ReutersFinancial TimesThe TimesThe TelegraphLBCGB NewsBBC Radio Manchester

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’s tax expertise appeared in three separate Financial Times reports, including one report on the Financial Times front page, alongside coverage in The Times, The Telegraph, City AM, i News and LBC. The sequence gave the client repeated opportunities to demonstrate its expertise as the story developed, including a five-minute live interview on LBC News.

News agendaThe Angela Rayner stamp-duty story breaks

Editorial judgementThe potential tax penalty becomes the focus

Expert responseTechnical consequences are explained at newsroom speed

CoverageNational print, online and broadcast reporting follows

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 articles

Financial Times Tax analysis of Angela Rayner’s stamp duty position → The Telegraph Tax guidance on passing on wealth through a family investment company → Reuters Budget reaction to the proposed UK ISA → The Times Explaining National Insurance changes for self-employed workers →

Client perspective

“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.”

Tom Minnikin, partner, Forbes Dawson

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