Litigation PR: best practices to protect client’s interests

High-profile legal battles rarely remain confined to the courtroom. Today, they play out in the court of public opinion, where perception can be just as influential as the law itself. A strong legal strategy alone will not protect your client if you lose control of the media narrative. That is why integrating litigation public relations into your approach is important.

In this blog, our expert team at GRA shares best practices for safeguarding your client’s interests both inside and outside the courtroom:

Prepare your litigation PR strategy in advance

Whether you choose to go with a proactive or reactive stance, your litigation PR plan must be prepared well in advance. Agree on core messages, craft quotes and prepare briefing materials that can be deployed on a short notice. Analyse the case from the other side’s perspective to anticipate their strongest media angles, so you can develop your own positive framing and targeted counter-messaging.

Control the narrative early

Media interest for high-profile courtroom stories is intense, and speed is critical. A swift, well-crafted comment on a judgment can shape the narrative before misinformation takes hold. Even brief delays create an opening for the opposition to dominate headlines or for social media to spread damaging rumours unchecked. Proactive engagement with traditional outlets and vigilant monitoring of social media are essential to stay ahead and correct any inaccuracies.

Bringing trusted journalists into the process can strengthen your position. Invite them to key court moments, help them understand your case’s main themes, and provide clear summaries and key excerpts promptly after hearings. This builds goodwill and ensures coverage is accurate and balanced.

Alternatively, if you anticipate the other side rushing to the media from a weak legal position, it may be wiser to hold back initially. Waiting until journalists approach you allows you to deliver a measured, authoritative perspective that undercuts your opponent’s narrative while maintaining an appearance of balance and caution.

Ultimately, the most effective approach depends on the unique details of the case and the tone and focus of media coverage.

Use litigation support to shape stakeholder perceptions

Litigation support today involves more than behind-the-scenes assistance – it is a vital part of shaping how the public, jurors, regulators, investors and other stakeholders perceive a case. This includes issuing press releases, coordinating interviews and crafting official statements that present a coherent, credible and consistent message across all channels. The aim is to minimise reputational damage and, where possible, reinforce public trust.

Manage social media strategically

Social media has become a critical battleground in modern litigation. Support teams must actively monitor sentiment across platforms, track the evolution of narratives and identify emerging threats before they gain traction. Proactive engagement may involve seeding accurate or favourable messaging through thought leaders and influencers, especially when misinformation is spreading. However, exercising strategic restraint is essential as overreach or perceived manipulation can quickly backfire, damaging your client’s credibility and reputation.

Use strategic disclosures wisely

At times, litigation teams may choose to release certain documents or information publicly once they are part of the court record or legally permissible to share. Such disclosures can shape public perception by highlighting compelling evidence before the opposition reframes it. This tactic can redirect media attention, generate interest or pressure the other side to change tactics. But it must be handled with caution – if perceived as manipulative or unethical, it can cause more harm than good.

What the past teaches us: litigation PR lessons from Dieselgate scandal

In 2015, Volkswagen was embroiled in a massive scandal, known as ‘Dieselgate’, when it was revealed that the company had installed software in millions of diesel vehicles to cheat emissions tests. While the company initially denied wrongdoing, it ultimately admitted to the deception, triggering global outrage, legal battles and billions in fines. The company’s reputation suffered significantly as it navigated criminal charges against executives and intense regulatory scrutiny.

Volkswagen’s crisis management was initially weak and defensive, which damaged trust and credibility. However, by eventually admitting responsibility, setting aside billions to resolve legal claims and reframing the crisis as a catalyst for reform, it limited long-term damage. A crucial part of this was litigation PR – carefully managing public messaging while handling simultaneous civil and criminal litigation across multiple countries. The company also pivoted towards electric vehicles, engaged in extensive communication efforts to demonstrate transparency and focused on rebuilding consumer confidence. While the scandal left a lasting mark on its reputation, Volkswagen’s approach to both crisis communication and litigation PR helped support a gradual recovery in sales and public perception.

Influence beyond the courtroom

Ultimately, litigation PR is about managing influence exerted on public perception and the legal process itself, before, during and after the trial. By controlling narratives, engaging with the public and coordinating media efforts strategically, litigation support plays a crucial role in determining how justice is perceived – protecting your client’s interests far beyond legal arguments alone.

Our expert Litigation PR team is here to guide and support you through every step of this process, ensuring your story is effectively communicated and your reputation is protected.