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.
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 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
- Increasing visibility for national staffing firm
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