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.


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, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.