This year has been marred by jaw-dropping scandals and public relations crises. If these crisis situations have taught us anything, is it that the public relations team and the legal team must be in sync.
The legal team is focused on protecting a client’s interests or defending against wrong-doing. The public relations team is focused on managing public perception. When there is a crisis situation, organizations needs both legal and public relations assistance.
However sometimes we see public statements that may cause legal trouble down the line. In other situations, we see actions that may make legal sense but result in souring public opinion. For instance, DayStar Network was recently embroiled in a scandal over, among other things, allegations its president covered up the sexual abuse of her grandchild. The company’s legal team is alleged to have sent threat letters or cease and desist notices to some of YouTubers and at least one journalist. The move emboldened the content creators to continue to cover the crisis. The legal move gave oxygen to a story that its subjects likely wanted to dissipate.
With high profile cases, it is common for the leadership of a company to close ranks and limit the number of people who know the details of a matter. However, crisis situations are the precise moment when companies need the input of trained strategic communications leaders or public relations professionals.
If anyone is included in crisis communications discussions with the leadership of an organization, it should be senior level public relations leaders as well as the legal team. Both parties are valuable and both perspectives must be included.
Jennifer R. Farmer is a public relations executive and bakery lover. See her other posts here.