Marketing and PR advice for legal recruitment agency

We are a specialist recruitment company that focuses on placing lawyers into law firms and company in-house legal departments. We are introducing a new service/offering, which we want to promote to our clients (mainly HR directors/managers) and potential new clients within the sector.

We need advice from somebody with marketing/PR experience who can advise us on how best to reach and promote our new offering (in the most cost effective way) to our target market (ie those who might pay for the service of a legal recruitment company • we already have a list of law firms and companies who employee lawyers).

Our initial thoughts are the use of a press release [s] in the legal press, but also in the national newspapers (if you feel story is newsworthy enough), email marketing (we probably need advice on designing an HTML email for this) and promotion via our website.

We feel that a well drafted and sector focused press release would be the best starting point, which we would need help in drafting. Also, we would require help in putting together a well drafted and designed promotional email (HTML) or equivalent that we can email to clients pre or post business development call.