A few months ago I personally experienced an episode that perfectly exemplified the importance of valuing the power of the media during a court case. A public figure wanted to hire me specifically for the market launch of his product. It was a novel service that had a huge chance of success. The path was so clear that the entrepreneur only heard the sounds of glory. Even investors were on board, determined to finance the project.
There was just one problem. The protagonist was involved in legal proceedings. I tried to convince him that it was This is essential to take into account when designing the communication strategy.n. I warned him that not doing so would have a negative impact on his business. He did not listen to me. He insisted that one had nothing to do with the other, that they were two different issues and that, moreover, the court case was in its final stages.
Evidently, the media did not see it that way. Only a few hours after the new brand had been brought to the public's attention with great success, the journalists tied the knot and put the protagonist in his place, which is certainly not where he wanted to be. Of course, the product suffered and so did the entrepreneur's image. But even that was not the most important thing. The investors, who logically read the media, believed that there was some risk in their bet and opted to back out of the French way.
A different approach would have saved the project, no doubt, and things would look different for the entrepreneur today. Designing an appropriate communication strategywith experts in the legal field, The key is to know how to adapt it to each moment and to implement it flexibly. not only to successfully weather the media storm, but even to riding the wave and enhancing customer reputation. Glory is never assured in this communication business, but putting the right means in place goes a long way in getting things back on track.
Rocío Hidalgo
Director of Proa Comunicacion in the Valencian Region