5 Effective Ways to Manage Reputational Risk Between Lawyers and PR Teams

Lawyers and PR professionals: Friends or Foes? Many people think answering this question is complex, but it’s straightforward. Lawyers and public relations (PR) professionals are crucial to a law firm. Each has specific tasks that help the firm run smoothly. 

However, managing their roles while working toward a common goal can be challenging, especially during a crisis. For instance, a PR professional can create statements to protect the firm’s public image during tough times. But if the facts in the statement are wrong, the results can be disastrous. Fact-checking is the lawyer’s responsibility. 

When companies face challenges, PR professionals and lawyers need to collaborate. This collaboration helps lower legal costs, protect company reputations, and uphold brand values. Here are five practical ways to manage reputational risk by uniting lawyers and PR experts:

1. Comprehend and Convey Messages to One Another

Communication is essential. Lawyers must gather and confirm facts in a law firm, which can take time and sometimes harm their reputation. While fact-checking is vital, open communication is also necessary.

Proactive communication helps create a strategy that keeps lawyers involved. Although there is a fear of information leaks or publishing errors, proactive communication can help identify details that can be shared early, reducing potential damage later. PR professionals and lawyers should work together to draft information and answers, deciding what can and cannot be shared.

2. Establish an Official Framework Between PR Experts and Attorneys

A formal structure provides a sense of security and organization, allowing public relations professionals and lawyers to meet regularly for strategy sessions instead of having occasional meetings. These regular meetings help identify legal issues early, giving both teams more time to manage and address risks. Having a formal structure also means both sides can establish contracts and confidentiality agreements, which helps them work better together during high-pressure situations. 

Without a formal structure, a company’s reputation can be damaged.

3. Don’t Presume The Existence of Attorney-Client Privilege

The attorney-client privilege keeps confidential communications between clients and their lawyers when seeking legal advice. However, involving a public relations (PR) professional can change this. 

Bradley Parker, Founder of Parker Law Firm Injury Lawyers, explains, “Sometimes, attorney-client privilege can extend to a third party. For example, the privilege may apply if a lawyer hires a PR professional to assist with legal strategy. However, this is not guaranteed and can vary by court and jurisdiction.”

Lawyers must recognize that not every interaction with public relations (PR) professionals is protected by attorney-client privilege. This understanding is essential for managing reputational risk and effectively navigating the legal and PR landscape, making the audience feel informed and prepared.

4. Think of Crisis as a Form of Legal Practice

Every law firm can face problems, and this is normal. When a crisis occurs—like a data breach, a public scandal, or a regulatory investigation—it should be handled just like any other legal issue. It’s essential to follow all the steps in the crisis response process. 

Every team, including HR, SEO, lawyers, PR, and others, should help solve the crisis. Teams can share diverse opinions when they come together to discuss the issue. This collaboration leads to legally sound messages that protect the law firm’s brand and reputation.

5. Create a Working Strategy for Handling Legal Issues

Establishing a clear work plan for managing a reputational crisis is essential for efficient decision-making and effective resource utilization. By defining the roles and responsibilities of each team involved in legal matters, organizations can streamline their response efforts and identify the appropriate personnel to address the situation. 

When preparing to handle a reputational crisis follow essential elements: 

1. Key Individuals and Their Responsibilities: Clearly outline who is responsible for what, ensuring everyone knows their role in the crisis management process. 

2. Risk Evaluation and Prioritization Processes: Develop processes for assessing risks and determining their priority so that the most critical issues can be addressed promptly. 

3. Important Documentation: Maintain thorough documentation to guide decision-making and track actions taken throughout the crisis. 

4. Timelines for Key Activities: Establish clear deadlines for developing key messages, distributing content, measuring impact, conducting evaluations, and obtaining necessary approvals. 

By focusing on these components, organizations can ensure a smoother workflow and more effective management of potential reputation risks, thus enhancing their readiness to navigate crises successfully.

Bottom Line

Navigating the legal landscape can be complex, especially in our increasingly digital world, where communication is challenging. In this environment, public relations teams and legal professionals must collaborate closely to mitigate reputational risks effectively. 

This collaboration encompasses a range of activities, including timely and strategic communication, meticulous process planning, and establishing a formalized work structure. By treating each other as professional partners, both teams can work harmoniously to address potential threats to a brand’s reputation, ensuring a proactive and coordinated approach to risk management.