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Positioning Special Counsel as legal “subject matter experts”

Posted by Jason Mudd

Special Counsel                                                                                                       


Adecco Group wanted to boost awareness of its legal staffing unit, Special Counsel, one of the largest legal staffing companies in America. This campaign helped establish the company spokespersons as subject matter experts on legal trends, staffing, and employment. As a result, Special Counsel earned media coverage from a variety of outlets and increased their public awareness.



The business challenge

Adecco Group’s legal staffing unit, Special Counsel, is one of the largest legal staffing companies in the United States. However, Special Counsel was struggling to gain the public’s attention. They needed an effective public relations campaign that would promote their division and increase their public awareness.


The solution

This campaign increased exposure for Special Counsel by reaching out to influential reporters who covered the industry and were in charge of reviewing editorial calendars. It established the company spokespersons as subject matter experts on legal trends, staffing, and employment, and presented editors with timely and relevant story ideas to boost Special Counsel’s awareness.


The results

The results of this campaign were significant. Special Counsel boosted their awareness and earned media coverage from the following:

  • Small Firm Business
  • The American Lawyer 
  • Legal Secretary Today
  • Law Office Computing
  • National Law Review
  • Corporate Counsel
  • National Law Journal
  • Washington Business Journal
  • Washington Times
  • Metropolitan Corporate Counsel
  • Financial News
  • Jacksonville Daily Record
  • Legal Times

See Also

  1. Increasing visibility for national staffing firm
  2. PR Firm serves up a new title sponsor
  3. Positioning cybersecurity, application development, and business intelligence experts
  4. Using news media to build brand awareness


Washington Business Journal - Media Relations by Axia Public Relations American Lawyer Magazine Logo - Law Firm Public Relations by Axia Washington Times Logo - Axia Public Relations


To learn how we can help your legal services company and staffing firm company achieve similar results, contact us today at 888-PR-FIRM-8 (888-773-4768).

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Topics: media relations, thought leadership, professional services, public companies, large companies, B2B, staffing firm, legal services

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