The firm is putting out to pitch PR briefs for its real estate practice and its intellectual property and technology practice. Firefly is the incumbent agency for the latter area and has been invited to repitch.
Agencies will be asked to supplement the in-house press office function and help generate a steady pipeline of exposure from deals, client wins, reactive comment, forward features and thought leadership.
The firm is looking to have the successful agencies in place by the start of April.
Nicholas Breakspeare, DLA Piper's media and PR manager, said: ‘Successful agencies will mainly have direct contact with UK-based media, but will forge cross-border relationships within the firm and externally to develop internationally focused content and campaigns that can be packaged up and cascaded across the firm's network of EMEA offices. This is a new way of working with our retained agencies that we hope will bring a better return on investment.'
Its real estate practice requires an agency to promote its capability on complex property transactions that require a mix of tax, corporate, finance and structuring advice. For its intellectual property and technology practice - which covers a wide span of disciplines including media, sports and information law - the successful agency will need experience in the professional services sector and be able to create a dialogue with the media to attract clients from a broad range of industries.