The business world still thinks that court reporting is something alien to business news, perhaps to current affairs and political news. However, the reality is that Well-managed litigation communication has become a key aspect of a company's reputation.
More and more business media outlets are employing court reporters, and reporting on disputes continues to gain prominence. Business issues that in the past would not have had such a high public profile are now making the headlines. Companies must not only be but also look like and, probably, by the time the judicial process is over, the media trial will have already been sentenced.
It is not just a matter of trying to act in the face of a crisis caused by a specific matter that ends up in dispute, whether in court or arbitration, but of anticipating potential risks, analysing the situation and making communication decisions from the outset. The erroneous perception that litigation communication consists only of reporting on procedural aspects and that it is limited to the timeframe set by the courts can do irreparable damage to the reputation of companies and their managers.
Delegating the communication strategy on the progress of the process to the judicial bodies themselves, through the communication of court orders, witness appearances or other court decisions, etc. without anticipating the influence on public opinion, can cause great harm. Companies should foresee how these possible decisions may affect their image, in aspects that are becoming increasingly relevant in the business world, such as the commitment to transparency, good corporate governance, the solvency of the company or the responsibility of directors.
Sometimes, legal proceedings become bogged down, convoluted, deadlines are not met and uncertainty multiplies. On more than one occasion this ends up leading to corporate crises if the company has not been able to manage perceptions, often because it has allowed third parties to convey its messages to the media, sometimes in a self-serving way.
Can it be avoided? Of course it can. Companies that are able to anticipate the different alternatives, communicate with transparency and clarity in coordination with the legal advisors of the lawsuit will have the keys to anticipate possible situations and will know how to react in time.
Do you need help in dealing with a problem in the area of Litigation? Contact us: info@proacomunicacion.es