In high-stakes litigation, legal strategy is only part of the equation. How a case is perceived by the public, media and stakeholders can carry just as much weight. In today’s environment, narratives form quickly, and a well-executed litigation PR campaign can help shape that perception. But jumping in without a clear strategy can do more harm than good.
Successful litigation PR isn’t just about getting media coverage. It’s about aligning timing, messaging, tactics and expectations from the outset. Here’s what law firms should consider before embarking on a litigation PR campaign.
Define the “Why” Behind the PR
Before proceeding with any kind of press campaign, identify your objectives and be specific about what a successful outcome will look like. Are you aiming to:
- Influence public perception ahead of trial or settlement discussions?
- Raise awareness around a broader legal or societal issue?
- Apply pressure to opposing parties?
- Protect or restore your client’s reputation?
Equally important: consider the downside. What happens if the case doesn’t go your way? A strong litigation PR strategy accounts for all possible outcomes, not just the favorable ones.
Timing Is Essential
Where are you in the lifecycle of the case – filing, trial, trial or appeal? The answer will directly influence your campaign strategy.
For lawsuit filings, it’s critical a press release is distributed the same day the lawsuit is filed. Missing this window usually diminishes the campaign’s impact as news cycles move quickly. Coverage is still possible, but expectations may need to shift toward a longer-term, milestone-driven approach tied to key developments.
If you are about to start trial, alerting press members before the trial starts gives them time to attend, or follow the trial from start to finish.
Regardless of announcement timing, litigation PR should be viewed as a marathon, not a sprint. Most cases span months if not years, and your communications strategy should reflect that reality.
Understand the Media Landscape and Your Target Audience
If your case has already attracted media attention, you’re entering an existing narrative. That means you’ll need to evaluate the tone of coverage (positive, neutral, negative), identify inaccuracies or gaps in information, and determine the key messages you want to emphasize.
You’ll also need to be intentional about who you want to reach with PR efforts – general public, shareholders/investors, industry peers, employees/internal stakeholders, etc. Are there any media outlets you prefer to engage with or avoid? Do you have media allies or prior relationships with reporters that could be leveraged?
While traditional media remains central, social media plays an increasingly important role in a litigation PR strategy. Consider how you will distribute proactive messaging, and which platforms require ongoing monitoring. Given the nature of social media, your client should be prepared for criticism and avoid engagement in online debates.
Identify and Media Train Your Spokespeople
Being prepared and media-trained can make or break a campaign. This is not the time to wing it. Every interview, every statement, every communication matters, and missteps can have lasting consequences.
Determine early on who will serve as a spokesperson. Will it be lead counsel only, or is your client willing to talk with media? Journalists often want to speak with the parties involved in the case, and this can be a powerful asset if handled correctly.
Recognize that not all spokespeople are created equal. Assess their level of media experience and be realistic about the need for preparation. Even seasoned attorneys benefit from media training when the stakes are high.
You’ll also need clarity on internal processes. Who signs off on statements? How quickly can approvals happen? What is your approach if the opposing party makes a public comment?
Close coordination between your attorneys and PR/communications teams is non-negotiable. Every public statement must support the broader legal strategy, otherwise you risk jeopardizing the case.
Evaluate Risk, Confidentiality and Constraints
Before going public, identify any restrictions on what can be shared due to legal strategy, gag orders or ongoing proceedings. Not all information can or should be shared with the media.
At the same time, conduct a candid risk assessment. Could media attention invite scrutiny, backlash or other unintended consequences? Are there sensitive issues or key figures that should remain off-limits?
The goal is not to avoid risk entirely; that’s rarely possible. But you can be proactive and minimize it.
Set Realistic Expectations
Media coverage cannot be guaranteed or controlled. Journalists decide what to cover, how to cover it and when. That includes seeking out opposing viewpoints or independent analysis that may not align with your narrative.
PR can help shape perception and amplify your message, but it cannot control public discourse or sway judges and juries.
News cycles are also unpredictable. A major breaking story can quickly overshadow even the most compelling case. While certain filings may generate attention, others may receive little interest unless tied to a significant development. And the level of media attention may fluctuate throughout the case timeline.
This is why litigation PR should be a sustained effort, not a one-time announcement, particularly for high-profile cases. Shaping public perception takes time, and immediate results are unlikely.
Partner with a Trusted Marketing and PR Agency
Berbay Marketing & Public Relations has three decades of experience providing law, real estate and financial firms with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more.
Looking to grow your firm with a proven marketing and PR team? Contact Berbay at 310-405-7343 or info@berbay.com
By Megan Braverman, Owner & Principal, Berbay Marketing & Public Relations
Megan has led hundreds of successful marketing and PR campaigns for leading law firms, real estate companies and financial services organizations throughout the U.S. Under her leadership, Berbay was named the Top Public Relations Agency in The Recorder Best Of 2025 Awards, underscoring the agency’s reputation as the go-to partner for professional services firms seeking results-driven marketing and PR. Megan was also selected to the Los Angeles Business Journal’s LA 500 list, highlighting her as one of the region’s most influential executives.
