The media can cause rapid damage to a brand or a reputation, none more so than litigation coverage. This, in many cases, can far exceed the amount of money at stake.

Litigation PR is managing the media in the context of legal disputes to achieve the maximum PR and tactical benefit, and also to mitigate any reputational damage.

At court hearings, the media enjoys a very wide degree of latitude in reporting what is said— even if the allegations are entirely false. In these situations, effective litigation PR is vital and requires a high level of multi-faceted specialist expertise.

There is no other form of crisis PR where the potential dangers are as great, and the challenge to mitigate those dangers is so exacting. It’s of the utmost importance to choose the right specialist to do litigation PR over conducting it yourself, but how can you tell who the experts are?

A good choice would be a practitioner that is an expert in both crisis PR and litigation. Doing litigation PR without understanding how litigation works, especially the law, procedure, and rules governing the reporting of legal disputes, is like trying to commentate on a chess match without knowing the rules.

A litigation PR expert should be able to advise on media risks from the moment a legal dispute arises right through to its conclusion. They should also insist on meeting with your litigation lawyers to assess likely media coverage at each stage of the trial. They should also demonstrate an understanding that risks will crop up at various points throughout the trial journey, as issues will be addressed at particular hearings.

As well as providing real time updates during court hearings to inhibit wayward media comment, your litigation PR expert should also engage with journalists covering the story to explain the legal process, promote positive coverage and discourage negative coverage.

Litigation PR is therefore a very specialist form of reputation management which requires a combination of expertise. The checklist below will enable you to ensure this vital work is being conducted by professionals with all the requisite expertise:

• A thorough practical knowledge of the legal process gained as a practitioner

• A full understanding of the mindset of solicitors and barristers, both to facilitate communication and exert influence

• A good knowledge of the mindset of judges – especially on media issues

• Extensive experience of dealing with the media

• A full understanding of the law and regulation governing the media’s reporting of litigation

This should inform any decision about who to hire to do this challenging but fascinating work.