Trial by media

When the stakes are high in litigation – use the media to win your case

In law, public opinion matters so turn those key messages into a winning litigation strategy -- Lawyers are prevented from using the media as a tool to influence a judge or jury.  But litigation is a threat not only to a corporation’s bottom line but also to its reputation.  Winning in the court of public opinion can often times be more important than winning legal battles. In approaching litigation of high profile cases, lawyers should look at the big picture and beyond the facts and case law in representing clients.  Lawyers should counsel their clients to conduct a thorough assessment of the potential impact litigation will have on the company’s image, reputation, customer relations, investor relations and future business of that particular company.

Through a strategic and targeted communications plan, a company can protect its image, avoid any investor drop-off and continue to keep its customers.   As a result, a comprehensive legal strategy should also include a strategic communications campaign (find legal word for campaign) that works on a parallel track to litigation. While lawyers are preparing for trial, your pr counsel can manage the public environment surrounding the legal action. A strategic communications campaign can also help avoid litigation in the first place and become a holistic approach to avoiding litigation.  Through an on-going litigation strategy key stakeholders will have all the information they need to make informed decisions.

Quick tips:

  • Set the tone immediately you get wind of something
  • Conduct a vulnerability assessment
  • Communicate with employees and other key figures
  • Develop key messages and engage the media
  • Line up supporters and maintain momentum

Daniel Cherrin

DANIEL CHERRIN |served the City of Detroit as its Communications Director and the Press Secretary to Detroit Mayor, Ken Cockrel, Jr. He is a public relations + affairs specialist who just happens to be a lawyer, with 20 years of experience providing senior public relations and government relations’ counsel to organizations on state and federal regulatory and legislative matters, as well as issues affecting corporate and individual reputation, crisis management and the media. Daniel is the founder of NORTH COAST STRATEGIES (Est. 2005) an independent public relations consultancy that combines the best of a big agency with hands-on executive-level experience and support. As a signatory company to the United Nations Global Compact, we are dedicated to addressing issues around human rights, labor, the environment, and anti-corruption. We are also focused on redefining your brand and changing the conversation to create an impact.