Litigation PR and Media Coverage

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Ronn Torossian, CEO, 5WPR 

Given the lightning speed of the news cycle, as well as the amount of social media use around the world, whenever any type of allegation is made public, the media and the public itself tend to cast the parties involved in a lawsuit in terms of villain versus a victim. 

Furthermore, these days, some of the most popular news stories of the day often include allegations or details surrounding high-profile legal cases. However, the response or details surrounding the defendant, in any case, is rarely included, if at all. This leads to the defendant being forced to go on a defensive from the very beginning of any litigation. 

Litigation PR - Ronn TorossianThis is where litigation PR and media coverage come into play – and are very important. By working with the media outlets, or on social media platforms, the involved party can create a more accurate and less sensational media coverage of any lawsuit. Especially if a case involves high-profile parties. 

By using the right litigation PR strategy and working with the media, an individual or an organization can get an edge – both in terms of the case they are involved in and the publicity that stems from the case. However, to get to that point, the individual or organization needs to work with an expert litigation PR team, which will guide them on communication. This team has a detailed understanding of the nuances of the court process, and it also has all of the right media contacts. 

Litigation in the News 

While back in the day, the parties involved in a lawsuit along with their lawyers used to steer as far away from media coverage as possible, these days that practice is useful, and even encouraged, and can bring about many benefits. With litigation PR and the right media coverage, and organization’s or an individual’s reputation can be significantly impacted. 

These days, it’s a lot more common for lawyers to work with PR experts and, together, develop a litigation PR strategy alongside the case strategy. This way, the organization’s or the individual’s voice that’s involved in the legal case can be heard, and the public can realize that this party is not afraid to fight the litigation. Additionally, for companies, it also means that they can control the timing of the story, as well as the manner of communication. 

Media coverage is important for any type of public relations. However, with litigation PR, it’s especially important, because simply communicating all of the facts is not enough, and the media or the public may have a different perception than the parties involved in the legal case, even when presented with all of the details. That’s why litigation PR teams communicate with reporters and journalists, to really make them and the public understand – and to positively impact the public’s perceptions. 

In the digital age, when stories about anything and anyone are shared minute-by-minute, it’s important for individuals or organizations involved in a case to present the right pieces of information as soon as possible, so that the public gets the right idea on the entire case.


Social Transparency 2020- Ronn TorossianAbout the Author: Ronn Torossian is CEO of 5WPR, an agency which works extensively in legal PR.