Whether it’s a partner leaving the firm, a high-stakes case that’s receiving negative attention, or an internal problem that’s been made public, most law firms have faced or will face some sort of PR crisis.

The best defense is a good offense — a communications strategy that over time builds good will, trust, and credibility. Without such a program in place, you already may be facing a difficult environment from a skeptical audience. Regardless, when something potentially damaging to your firm’s reputation is brought to light, it’s important to have a strategic plan to address any potential fallout.

So, what are the immediate steps you should take when facing a PR crisis?

1. Stay Calm and Assess the Situation

The first reaction to a PR crisis is often panic. Instead, take the time to thoroughly assess the situation. Identify the root cause of the crisis, the parties involved, and the potential impact on your firm’s reputation. Make sure you have all the facts and details, as understanding the scope of the problem is crucial before making any strategy decisions or public statements.

2. Assemble Your Crisis Management Team

Gather a team of key personnel including partners, your PR firm, legal advisors, and any relevant stakeholders. This team will be responsible for strategizing and implementing the crisis management plan. Ensure everyone is on the same page and understands their role in managing the crisis.

3. Develop a Clear Communication Strategy

Your communication during a crisis needs to be transparent, consistent, and timely while following a clear objective and avoiding any further reputational damage. Effective communication is about being honest and providing clear information to manage public perception. In short, stop digging. Draft statements that address the issue, outline the steps your firm is taking to resolve it, and express empathy for any affected parties. Avoid the phrase “no comment” as it can appear evasive and untrustworthy.

4. Communicate Internally

Ensure that all employees are informed about the crisis and understand the company’s stance and response plan. This prevents misinformation from spreading within your organization and ensures everyone can act as a unified front when questioned by external parties. Tell them to direct any media inquiries to a designated point person.

5. Engage with the Media

Proactively engage with the media to provide your side of the story and repeat your key messages as much as possible. Organize press briefings or release official statements to ensure accurate information dissemination. Providing factual information and being available for interviews not only prevents uncontested shots at you and your firm, it can also help steer the narrative in your favor.

6. Monitor Media and Public Sentiment

Keep a close eye on media coverage and public sentiment regarding the crisis. Software tools can help track real-time media mentions and social media discussions. This will allow you to respond swiftly to new developments and adjust your strategy as needed.

7. Review and Reflect

Once the immediate crisis has been managed, take time to review the incident and the effectiveness of your response. Identify what worked well and areas for improvement to prepare your firm better for any future crises. And determine how to establish a proactive communications effort that can repair any damage and give you more credibility and trust so you are operating from a position of strength in the event another crisis occurs.

Navigating a PR crisis requires a strategic and composed approach. By following these steps, your law firm can mitigate damage, maintain its reputation, and emerge stronger.

Related Resources

For more insights into the benefits of PR and how it can impact your law firm, explore our resources:

If you’re in the midst of a PR crisis, reach out to our team and we’ll work with you to determine a path forward.

A PR crisis has arisen at your law firm. Now what?