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Sparking action from HR leaders ahead of a major tax law change

Brookson Legal is the only regulated legal practice in the UK offering specialist advice on how businesses can prepare for the new IR35 rules, coming into effect in April 2021, impacting private sector businesses who hire contractors.

But as a relatively unknown expert in a burgeoning but little understood area of tax law, they needed to build a fast reputation as a thought leader, a commentator and a partner of choice for prospective clients. PR combined with lead gen content and paid social media targeting was key.

To gain cut through on this complex and competitive topic, Speed commissioned research into UK businesses and contractors, exploring their awareness and feelings about the changes. This research was used to create two gated, insight-led reports – ‘IR35: A Ticking Timebomb’ and ‘Avoiding an IR35 talent drain’ – providing hirers with a true picture of how the changing IR35 rules would impact them and sparking them to take action.

The reports were activated through PR, targeting business, HR and recruitment media plus an organic and paid-for digital strategy. Speed’s delivery of an always on newsroom, combining reactive news comment with proactive thought leadership features, worked to showcase Brookson Legal’s unparalleled expertise.

The media engagement strategy resulted in over 80 pieces of coverage with key national, broadcast and trade media including the Financial Times, Daily Telegraph, BBC Radio 5 Live, People Management’s HR podcast and Personnel Today. The campaign also delivered a total of over 700 report downloads, providing quality marketing leads that converted to completely fill their sales pipeline for the year ahead.

Shortlisted for the PR Moment Awards B2B campaign of the Year 2020

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