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Media & Communications Corner: <b>Pending Litigation and Media Relatons ' A Happy Medium </b>

By Vivian Hood

When it comes to litigation and media relations, the reactions can run as extreme as day and night. One litigator wants the whole world to know her involvement with a lawsuit and be quoted in every single article written on it, while another litigator is unsure about how and when to use media relations and takes the safe approach by avoiding it altogether. Neither are satisfied with the results: the media-hungry litigator had too few reporters call her for interviews, and the media-hesitant litigator wonders why neither him nor his Firm are mentioned in any news reports on his case.

In both instances, a media-relations plan specifically focused on pending litigation could have provided a happier medium for both. Litigation PR has taken on a very specific and highly visible role within the legal marketing world, so much so that litigation PR positions are increasingly being created and filled at major corporations. The role of communications is becoming much more integrated with legal strategies, and understanding best approaches during certain litigation situations can be necessary in the court of public opinion.

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