Why You Need a PR Firm Not Just a Legal Team When You’re in Court
In the court of public opinion, silence isn’t always golden. Strategic communications can make or break your reputation during litigation.
By Musa Sunusi Ahmad:
When companies or individuals face litigation, the first call they make is to a lawyer, and rightly so. Legal expertise is critical for navigating the complex and high-stakes arena of the justice system. But what too many overlook is the equally perilous and often less predictable arena: the court of public opinion.
In high-profile cases or even localized legal battles, media coverage, social media commentary, and public perception can significantly impact reputations, sometimes irreversibly. This is where public relations professionals come in. A legal team may win your case in court, but a good PR firm ensures you don’t lose everything outside it.
Litigation Is Not Just Legal, It’s Reputational
Whether you’re a CEO defending against allegations, a startup in an IP battle, or a nonprofit caught in a contractual dispute, the reality is this: the public rarely waits for the verdict. News spreads quickly, headlines are often misleading, and silence is interpreted as guilt.
A PR firm ensures your side of the story is heard, strategically, ethically, and without compromising your legal position. While lawyers are trained to say “no comment,” PR professionals know how to say the right comment, at the right time, to the right audience.
Lawyers Manage Risk. PR Firms Manage Perception.
Litigators are risk-averse by nature; their goal is to protect legal liability. PR practitioners, by contrast, are risk-conscious but outward-facing, they think in narratives, relationships, and long-term brand equity.
Consider the following:
Media Inquiries: Legal teams often decline to engage. A PR team, however, works with journalists to shape accurate, balanced coverage, or at the very least, ensure misinformation doesn’t dominate the narrative.
Stakeholder Communications: Investors, employees, customers, and partners need reassurance. A PR firm helps craft tailored messages that build trust and reduce fallout.
Digital Monitoring & Crisis Response: Online sentiment can turn on a dime. A PR firm uses tools to monitor real-time reactions and adjust communications accordingly.
Case Study: The Reputation That Survived Because of PR
Take the example of a tech company that was sued by a former employee alleging discrimination. The legal team focused on depositions and filings. But it was the PR team that:
- Released a values-based statement reaffirming the company’s DEI commitment,
- Facilitated an exclusive with a respected journalist for balanced coverage,
- Supported internal leadership with talking points for employee town halls.
The case was eventually dismissed, but thanks to the PR effort, the brand emerged with its reputation intact and its employee morale unshaken.
Collaboration, Not Conflict
PR and legal should not be at odds, they should work hand-in-hand. The best outcomes come when both teams collaborate early and often, aligning on strategy, reviewing each other’s materials, and balancing transparency with discretion.
Some of the most effective litigation communication plans are those where legal strategy informs PR messaging, and vice versa. A unified front avoids contradictions and builds credibility.
When to Bring PR Into the Room
Don’t wait until the press calls or social media explodes. Bring in your PR team as soon as:
- You anticipate a lawsuit or receive notice,
- You believe the case could attract media or public interest,
- You want to prepare messaging for internal or external stakeholders.
Early involvement allows the PR team to conduct message testing, crisis simulations, and stakeholder mapping, before you’re in reactive mode.
Silence is a Strategy, But Not Always the Right One
In an era of viral content and 24/7 news cycles, no organization can afford to focus on legal strategy alone. A well-executed PR approach during litigation is not about spin, it’s about transparency, empathy, and protecting your most valuable asset: your reputation.
So yes, you absolutely need a good legal team in your corner. But if you care about your future after the case is closed, you need a great PR firm standing beside them.
