When Can PR Do More Harm Than Good?
You’ve probably heard the old public relations cliché, “All press is good press.” As public relations professionals who specialize in supporting law firms and litigation leaders, we respectfully disagree with this sentiment.
Public relations, much like legal filings, is a tool that should be wielded with careful intention and consideration. It can amplify your message, garner support, and even shift public opinion in your favor—but it can also backfire, creating unintended consequences that could harm your case, your client, or your reputation.
Take, for example, the media coverage of a new complaint. Done well, it can inform other potential plaintiffs or break down complex legal procedures for key stakeholders. However, the wrong approach can expose plaintiffs to intense scrutiny, especially in sensitive cases involving wrongful death or sexual assault, placing them in an emotionally vulnerable position.
Through thoughtful preparation and clear boundary setting, you can protect your client's wellbeing while still having their story heard—whether that establishing ground rules for interviews, or creating a structured narrative that maintains their privacy while highlighting key issues.
How to Determine If Public Relations Will Help or Harm Your Case
1. Clearly Define Your Goals
Before engaging in any public relations efforts, ask yourself:
What do you hope to achieve?
Are you trying to attract new clients or raise awareness about the lawsuit?
Do you want to spotlight the defendants’ misconduct?
Are you seeking to shape public opinion about an issue of social or legal significance?
Once you’ve outlined your goals, map out the strategies and tactics that align with them. Just as importantly, consider the risks. For example, will media coverage create tensions with other stakeholders in the case, such as the judge or opposing counsel?
2. Have an Honest Conversation with Your Client(s)
PR campaigns often involve making a case public, which can be daunting for plaintiffs. Before moving forward, have an open and empathetic discussion with your client to gauge their comfort level with media outreach.
Walk them through the media process so they know what to expect, including how interviews work and the questions they might face.
Set clear boundaries with reporters to protect their privacy, such as establishing ground rules for interviews.
Help your client prepare by crafting talking points that highlight key issues while maintaining their privacy and dignity.
Assess their current emotional state and consider whether media attention could exacerbate their stress or health challenges. Empower them to decline questions they’re uncomfortable answering and reassure them that their well-being takes precedence over any PR goals.
Ultimately, your client’s well-being, and your legal case, should take precedence over any communications goals.
3. Consider Execution, Timing, and Long-Term Impact
While a well-executed PR campaign can lead to immediate benefits—such as broader awareness or increased case momentum—it’s essential to carefully consider the timing, messaging, and potential consequences of media outreach.
The timing can have significant implications. Launching too early might invite unwanted scrutiny before your case is fully prepared, while waiting too long could mean missing opportunities to gain traction. Messaging is equally critical; it needs to be truthful, impactful, and aligned with the goals of your case, while avoiding narratives that could unintentionally create biases or misunderstandings.
Other questions to consider include:
Could media coverage influence the jury pool, making it harder to secure a fair trial?
Are there risks of alienating potential allies, such as advocacy groups or community leaders?
Will coverage create a narrative that could be used against your client in court?
It’s also vital to evaluate how much of your client’s story to share publicly. A carefully structured narrative can amplify key issues without overexposing personal details, connecting the case to larger societal concerns while safeguarding your client’s privacy.
Through thoughtful preparation and clear boundaries, you can ensure your external efforts are timed and messaged appropriately, balancing short-term wins with long-term consequences. Public relations is a powerful tool, but it requires strategic use to support your client’s best interests.
PR with Purpose
As with any strategy, the value of public relations lies in its execution. By approaching it with intention, empathy, and a clear understanding of your objectives, you can harness its power to strengthen your case.
At the end of the day, the best PR is not just about making headlines—it’s about advancing your clients' fight for justice.