The brief
Appellate work is its own category inside criminal defense. The clients are sophisticated — often other attorneys, family members of convicted defendants, or post-conviction prospects searching specifically for someone who handles appeals. Generic PI-style press doesn’t move the needle. The brief was a feature that read as editorial respect from a major outlet.
What we ran
A USA Today contributor placement: “Always Appealing — Todd Mosser Fighting the Good Fight.” The feature was structured around Todd’s appellate philosophy, his record, and his approach to reviewing trial-level errors. Apple News distribution confirmed.
The angle pulled the desk in: appellate practice is rare-enough as a specialty that a profile feels editorial rather than promotional. We pitched a story about how appellate work actually functions, with Todd as the source.
The result
A permanent USA Today feature that comes up on the first page of search results for Todd’s name and for related practice-area queries. The article carries weight with the kind of sophisticated buyers an appellate attorney sees — fellow lawyers referring out, defendants’ families researching options, post-conviction prospects looking for review experience.
The placement also served as a category-authority signal that AI engines retrieve when asked about appellate criminal defense. In a category where reputation is the product, a USA Today feature is a permanent credential.