Maximizing the Media Impact of High-Profile Complaint Filings

Have you ever filed a complaint you felt was newsworthy, but you didn’t know how to capitalize on its potential PR value? In addition to gaining exposure for you and your firm, generating media attention around a new complaint can bring forward new witnesses or other potential victims, or even drive resolution of your claim.

Your PR Launch Checklist

For your next big filling, consider the following steps to help garner the attention your case deserves and ensure you’re creating a level playing field in the court of public opinion.

1. First, do no harm.

Will driving media attention to the complaint have any downsides; in particular with the court, defendant, your client, or other stakeholders? The first rule of media engagement is do no harm. Ensure you think through any downsides before proceeding.

2. Plan well ahead of the filing date.

Begin by ensuring your communications team receives a draft complaint at least a week before the intended filing date. This will provide ample time for them to grasp the nuances of the case, which is crucial for crafting effective messaging that accurately represents the case’s merits, the defendants' misconduct, and its broader implications.

3. Develop media assets.

With a solid understanding of the case, your team can then prepare comprehensive media assets. This can include a curated list of media targets who are likely to cover the filing, tailored pitches to attract their interest, talking points for you and your client(s), social media content, a list of potential external validators, and a press release that highlights the key elements of the complaint for a broader audience.

4. Be flexible with scheduling.

Consider the flexibility of your schedule when choosing the filing date and time. Aligning your availability with the plaintiff’s and ensuring readiness for media engagements – even if it means delaying the filing by a day or two – will make a big difference in media coverage. Additionally, it’s best to avoid filing when reporters are likely to be distracted such as Fridays, holidays, or late in the afternoon on any given day.

5. React quickly on the day of the filing.

The day you file the complaint is critical. If possible, ensure that both you and the plaintiff(s) are on standby for media interviews. Reporters often work on tight deadlines and prefer to publish their stories swiftly once they decide to cover something. Media opportunities can expire quickly, and within even a couple days post-filing the complaint may not be fresh enough for reporters to cover.

6. Maximize the reach of any media coverage.

It is vital to make the most of any media coverage you secure. Simple ways to amplify the coverage for the court, your community, your referral network, and other potential clients include sharing it as part of a newsletter, highlighting it on all your social media channels, sending it to other media who may have missed it, and adding it to relevant areas of your website to demonstrate your expertise in the respective practice area.

Reach out to the RebuttalPR team to learn more about how we can help you effectively manage high-profile litigation to achieve maximum media exposure, ensuring your clients’ stories reach and resonate with the audiences that matter most.