How late is too late to hire a PR firm?
In high-stakes legal battles, engaging a public relations firm early can often make the difference between success and setbacks. Early involvement is critical for setting a foundation that aligns with legal strategy and effectively shapes the public narrative.
But if you are already well into litigation or are facing a crisis at your firm, how late is too late to hire a PR firm? The answer depends on a variety of factors, including what type of crisis you’re facing, who your target audience is, and how much time there remains to accomplish your goal. PR support can be effective at various stages, and we can make a positive impact at virtually any point in a case or crisis.
Law Firm Crisis Management: Controlling the Narrative
For a law firm facing a crisis, timing is everything. Crises can escalate within hours, and without a PR team’s prepared response, narratives often form long before a law firm can address the situation publicly. An early-stage PR firm engagement (i.e., bringing our team on board as soon as any hint of a crisis pops up, or in advance to inoculate against potential criticisms) can set up a crisis management strategy that not only provides a timely response but aligns the firm’s actions with broader legal objectives, allowing the firm to stay consistent and effective in the public eye.
If possible, having a PR team in place before a crisis emerges is ideal as it gives the firm an agility advantage, enabling PR professionals to act quickly, speak with clarity, and prevent the spread of misinformation. When a PR team is familiar with the firm’s values, cases, and messaging goals from the outset, they can guide responses that convey confidence, stability, and commitment, shielding the firm from reputational risks.
MDLs and Class Actions: Building Support
With high-profile MDLs or class actions, the potential for widespread public interest makes PR involvement essential from the beginning. Complex litigation often benefits from early PR support as it enables the team to coordinate messaging with legal strategy, helping educate the public on the case’s significance and impact. Early engagement is particularly beneficial in large cases where plaintiffs may not be fully aware of their rights or the case's broader implications. And defendants, years in advance of the litigation, have already prepared their communications strategy to push back against the claims in your case.
That said, we also have significant experience being retained later in MDLs or class actions, particularly when plaintiff engagement and/or education is needed. While we are most effective when retained at the outset, we have been able to successfully help our clients accomplish their goals even when brought in at these later stages.
While PR firms can certainly add value when brought in mid-stream or even when it may feel too late, engaging them early allows for a comprehensive, proactive approach that aligns with legal goals. This synchronization between PR strategy and legal objectives empowers law firms to shape narratives effectively, control reputational risks, and build public support—positioning the case for the best possible outcomes, both in and out of the courtroom.
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For further assistance and to discuss how RebuttalPR can help your firm or litigation, contact us below.