Case Study Law Firm

Strategic Digital Public Relations Influences Social Change


increase in Twitter conversation about hazing or anti-hazing


traditional media mentions in 2021 in the U.S


boost in Twitter conversation about identified keywords

Digital PR

The Challenge

Law firms exist in almost every community, but few choose to practice law like one high-profile firm in Columbus, Ohio. The team not only protects and defends its clients, but it also does what’s necessary to prevent future crimes and tragedies from occurring. One such commitment is to end hazing on college campuses. After representing one too many clients and families who have experienced hazing-related injury or death, the firm sought to elevate its media presence to amplify the ongoing issue and demand immediate change.

The Approach

A hazing-related case gained by the firm in March 2021 required public relations support. Adept jumped in, managing all immediate media requests while creating an in-depth trust-building strategy to end hazing for good. As a result, every major national outlet in the country, including Good Morning America, The Today Show, CBS Evening News, The New York Times, The Washington Post, and many more, featured the case and a call to action: zero-tolerance policies for hazing on all college campuses. While the stories first appeared in traditional media, they created an impactful and lasting digital footprint, influencing search engine results and social media. But most significantly, the stories reached the people in power who could end college hazing for good.