How a company, or individual, responds to a legal crisis or other closely followed legal matter will be used by the public, competitors, judges and public officials to take measure of the company or individual involved. Without a cogent plan for coordinating legal and public relations strategies, calamity is possible and opportunity may be lost. Lawyers and communications specialists working together can ensure that the company’s message is effectively drawn and distributed and that the company’s legal and reputational objectives can be reached.
The one sure result of a legal crisis is that media coverage will affect public perception of a company or an individual in the spotlight. During the lifespan of the story, how the company or individual responds and uses the coverage as an opportunity will significantly color the eventual public perception of both the matter and, as importantly, the company or person involved. The objective is not simply to get so-called “positive” coverage. Often, particularly at the outset, favorable news is just not possible.
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