litigation pr

Whenever a brand or corporation is involved in a lawsuit, the public starts focusing on what the business is and has been doing in the past, which evolves into speculations and rumors that could easily lead to damaging the business’ reputation. Even when the business wins the lawsuit inside the courtroom, it might do nothing in the court of public opinion, especially if the audience has already formed their own opinion on the matters.

If the business simply decides to focus on the litigation itself and says nothing to the public, the speculations can easily spiral. However, if the business chooses to comment on the lawsuit or any of the proceedings, it needs to be very careful in what it states and the way the message is being stated. Even one wrong step can easily lead to a damaged public image and a PR crisis for the business.

It’s a fine line that businesses have to walk every time they have to get involved with the law – and choosing not to say anything is always the wrong step to take. Especially while we’re all living in a hyper-connected time where news travels extremely fast and can become viral in minutes.

It doesn’t matter if the circumstances of the lawsuit calls for a defensive, aggressive, reactive, or even proactive strategy, the business has to communicate with the public. The best way to do so is with a professional team that’s going to work closely with the legal team that’s working on the case.

This team knows best how to navigate all of the complicated processes that happen in court and can effectively communicate the right message, in the right way, to the public later. Regardless of what’s going to be happening inside the courtroom, and what will be achieved at the end of the litigation, an expert litigation PR team knows how to navigate all of those intricacies, so that the business can come on the other side with little to no damage to its reputation.

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One of the benefits of working with a litigation PR team, and also having a crisis PR strategy that also covers any type of litigation within a public relations plan, is that the business will be able to influence the public opinion. Having an active dialogue with the media and providing the necessary statements on social media platforms reinforces the legal case even outside of the courtroom itself and can contribute to the debate.


Another benefit to litigation PR and incorporating the services of a good litigation PR agency is that the business will see an increase in the protection of anyone that’s affected by a lawsuit. The litigation PR team provides professional and careful communication with the media as well as the public, which means they can craft the narrative in a way that there is little damage to the individual or the organization involved in the trial.


Finally, the last benefit of working with a litigation PR team during any courtroom procedures is the added clarity and conciseness in communication with both the public as well as the media outlets. This means once all is said and done, the public will have a clear understanding of what’s happening inside the courtroom and the organization’s position.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.