No matter their size or cleverness, PR and ad campaigns can't really succeed if the people at the companies don't understand or believe in the brands being promoted. At least that's the belief held by the internal communications team at Wolters Kluwer Corporate Legal Services (CLS), which created a comprehensive outreach effort directed at CLS' more than 1,700 employees in 40 offices around the US.

In providing software and consulting services to law firms and corporate legal departments, CLS ...