You ever notice that some news stories about lawsuits seem awfully skewed towards one side?
Think about the news coverage of the multiple sexual harassment claims against the likes of Harvey Weinstein, Fox News, and Bill Cosby.
Or the ongoing legal battle between Google’s parent Alphabet against Uber for allegedly stealing trade secrets for driverless technology. (One theory is it would benefit Uber’s new boss to settle out of court to avoid a messy public trial and put the issue in the rear-view mirror.)
Or the class-action suits that are piling up against Equifax because of its massive hacking breach and because executives sold stock before publicly disclosing the breach.
There’s a reason for that: It’s called Litigation PR, and you never want to be on the receiving end of it. Whichever side tells their story first and most effectively ends up shaping the news and thereby public perception.
“How did TMZ find out about that?!? I JUST filed it!”
Ever wonder how the reporter got wind of an issue, had time to pour through a 30-page filing, cherry-pick the most damning embarrassing portions, and write an entire article about it at lightning speed?
“The litigation speaks for itself!”
No, it doesn’t. Most reporters lack the time or inclination to plow through the documents themselves — especially if they have someone whispering into their ears like a modern-day Cyrano de Bergerac.
“That’s not what the suit says!”
If a reporter is overwhelmed or confused, there’s a good chance he’ll mischaracterize the case. Walk him through the complaint and explain the ins and outs, and you’ll increase your chances of it being reported on accurately and favorably for your client.
What are the benefits?
- Embarrass the other side into settling.
- Spin a situation (especially negative ones) to make it look more favorable.
- Boost your firm’s visibility and credibility. This may get you more referrals for similar cases.
How does it work?
Form an initial legal strategy. How will your suit be perceived not just in a court of law, but in the court of public opinion?
Craft a compelling story against the other side that’s easy for the media to understand and report. Confuse or overwhelm the media and it will kill the story.
Insert soundbites that the media will glom onto. We speak reporter.
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You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.
Check out A Board Member’s Guide to Crisis PR and A Lawyer’s Guide to Crisis PR (Second Edition) on Amazon.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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