The “Litigation public relations” is the activity that identifies the management, at a professional level; of the communication activities developed and exercised by the parties involved in a legal dispute (see Haggerty 2003)
By Litigation PR we therefore mean the professional management of communication activities developed and exercised by the parties involved in a legal dispute. A peculiar type of crisis, that of controversies, for which the management of communication around it requires particular skills and competences as well as precise methods and techniques.
The central element is the protection of reputation
For professionals and experts in this sector, the main tasks are learning how to defend the reputation of their customers, be they organizations/companies or individual citizens, but also how to contain the heavy negative climate that inevitably occurs around them. .
The strategic objectives of our Litigation PR activity therefore cover both the field of the process, traditionally occupied by legal disciplines, and the whole set of considerations and assessments outside the perimeter of the courtrooms, which make up that complex and composite entity normally defined as "public opinion".
Through proper use of the media and other tools that contribute to influencing it, although without overlapping or interfering in the process, our Litigation PR activity contributes to a better understanding and diffusion of the meaning it assumes, both for the people involved and for the socio-economic impacts.
“Can the parties seek the approval of the outside world when the goal of a dispute is to obtain justice within the courtrooms? And what can be the correctness of the press if you take suggestions from a paid information officer for the process? ".
If, therefore, the interdisciplinarity of the matter in the rest of the world (United States in the first place) seems now peaceful, it cannot yet be said for Italy, where the effects of a synergistic collaboration between forensic professions and public relations actors have been recognized with considerable delay.
We have already decided for some time to invest in this field, taking a cue from the Anglo-Saxon countries where the management of disputes and legal matters is almost always entrusted to a Litigation PR structure
Management of internet image crises by identifying, in synergy between legal and IT consultants, the most suitable communication strategies for resolving critical issues, in relation to the establishment of legal disputes
The Litigation PR activity consists in verifying compliance in terms of reverberations on the judicial matter, communication flows to and from the customer for the duration of the proceedings pending.
The Crisis Management phase, and the consequent constant monitoring of the Web Reputation, allows the identification during the work of any harmful content on which it will be possible to intervene through legal intervention, or through the preliminary proposition of the appropriate extrajudicial requests aimed at obtaining the removal of the harmful content or the inhibition of indexing by external search engines, directly by the managers of the sites where these harmful contents are published. The out-of-court legal intervention is also carried out in force, possibly, of the so-called exercise Right to be forgotten, or the legislation on privacy and protection of personal data, all supported by the most recent sector jurisprudence. The intervention, in this case and on the basis of the specific and long-standing experience of our legal consultants partners, will be aimed at the exercise in extrajudicial form of the rights concerning the protection of the person, with attention to the constitutional, civil and criminal profiles. By virtue of the above and with an excellent prognostic approximation, the harmful contents highlighted above could be removed from the web or de-indexed (and as such not found by search engines in association with the keys used) within a reasonable time frame (about 30 days)
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