What are the Benefits of Retaining a PR Firm for MDLs?

With the next Judicial Panel on Multidistrict Litigation (JPML) hearing coming up, multidistrict litigation (MDL) is top of mind for many attorneys. For the cases that are consolidated, those in leadership positions will be tasked with ensuring the success of the litigation. Retaining an experienced public relations (PR) firm that specializes in plaintiff-side mass torts and class actions will undoubtedly help with that mission. 

Retaining a PR firm for an MDL offers a host of benefits that can significantly impact the trajectory and success of the case. MDLs, which often involve complex legal issues, numerous plaintiffs, and massive public scrutiny, require strategic communications to manage the narrative both inside and outside the courtroom. Here are the key advantages of hiring a PR firm to handle communications for MDLs: 

  1. Managing Media Attention

    MDLs tend to attract significant media interest due to the number of plaintiffs, the scale of the claims, and the corporate defendants often involved. A skilled PR firm can control the media narrative, ensuring that the case is portrayed accurately and fairly. By developing and executing media strategies that highlight the key facts of the case, a PR team can help the MDL leadership maintain credibility and avoid potential pitfalls that arise from sensationalized reporting. 

  2. Shaping Public Perception

    Public perception can be a decisive factor in MDLs, especially when cases deal with sensitive issues like product liability, environmental harm, or consumer fraud. A PR firm can disseminate compelling narratives about the litigation that humanize the plaintiffs and highlight the harm done by the defendants. This approach not only educates the public but also places public pressure on the defendants in the case. 

  3. Crisis Management

    MDLs often involve corporate defendants who have substantial resources to launch counter-narratives or employ aggressive PR tactics. Retaining a PR firm helps plaintiffs’ law firms navigate these challenges by offering crisis management services to supplement the ongoing proactive tactics for highlighting the case in the court of public opinion. A well-prepared PR firm can quickly respond to negative stories, misinformation, or corporate spin, protecting the integrity of the plaintiffs' case and limiting reputational damage.  

  4. Coordinating Stakeholder Communication

    PR firms specializing in MDLs often work closely with various stakeholders, including plaintiffs, legal teams, regulators, and even advocacy groups. They ensure consistent messaging across all channels and stakeholders, making it easier to manage complex communications and ensure that key messages and the latest updates reach the right audiences. 

  5. Leveraging Digital and Social Media

    Today’s litigation environment extends beyond traditional media. A PR firm with expertise in digital and social media can craft campaigns that target specific audiences, including potential class members or other plaintiffs who may be unaware of their rights. They can also counter misinformation or negative narratives that might circulate on social platforms driven by corporate defendants, ensuring that the truth remains front and center. 

RebuttalPR has extensive experience managing communications for MDLs, often working with plaintiff leadership and steering committees. The firm regularly leads public relations efforts in high-stakes MDLs that attract significant public attention or initial scrutiny. RebuttalPR’s expertise includes crafting tailored communication strategies that resonate with both media and key stakeholders, ensuring the plaintiffs' narrative is clearly conveyed.  

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For further assistance and to discuss how RebuttalPR can help manage communications for an MDL or your firm, contact us below.   

Stephanie Wolf