Litigation PR for Law Firms.

Whether creating media visibility for a lawsuit filing, publicizing a trial or verdict/settlement, or minimizing the public impact of a negative outcome, award-winning Berbay Marketing & PR has expertise in all facets of litigation public relations.

As one of the leading litigation PR agencies throughout the U.S., Berbay has worked on countless high-profile cases to not only garner media attention, but also to educate and raise awareness for important issues. Even if your matter isn’t a high-profile case or there are not many major developments during the litigation, our team employs creative approaches to secure coverage, maintain visibility and sustain public interest.

Berbay has facilitated comprehensive campaigns for significant legal matters, including:

• Civil and criminal lawsuits against former film producer Harvey Weinstein for rape and sexual assault.
• Civil and criminal lawsuits against University of California Los Angeles (UCLA) and UCLA’s former gynecologist Dr. James Heaps for sexual assault.
• Lawsuit against the City of Los Angeles and Los Angeles Police Department officers for the fatal shooting of a Trader Joe’s employee.
• Lawsuit against the Washington County of Virginia Sheriff’s Office and estate of Austin Lee Edwards, “Catfish Cop,” for the murder of the Winek family.
• Settlement for the family of a young boy who was killed at school by bullies.
• Lawsuit against the Orange County Sheriff’s Office for the fatal shooting of an unarmed man.
• Verdict for a photo infringement case, the largest maximum statutory damages verdict for photography infringement in U.S. history.
• Lawsuit against the City of Los Angeles and Los Angeles Police Department for wrongly releasing the identities of undercover officers.
• Massive settlement against Pacific Gas & Electric Company for the victims of wildfires caused by the utility company’s equipment.
• Lawsuit on behalf of three minor students who were exposed to fuel dumped from Delta Air Lines, Inc. (Delta) Flight 89.
• Lawsuit against a school district for the sexual abuse of a special needs student by the district’s bus driver.
• Lawsuits against Dr. George Tyndall, gynecologist at University of Southern California (USC), for the sexual abuse of patients.
• Settlement for a nationwide class action against Mercedes-Benz USA for failing to disclose a seat heater defect in certain automobiles.

Read more about our results achieved through litigation PR:

Press Conference Puts Pressure on Sheriff’s Department in Police Brutality Wrongful Death Lawsuit

Widespread Media Attention Obtained in Top-Tier Outlets About High-Profile Sexual Assault Case

Press Conference Generates Media Coverage for Lawsuit and Pushes Stalled Investigation Forward

Why a Law Firm Should Engage a Litigation Public Relations Agency

• Position you to “win” in the court of public opinion. Litigation PR enables law firms to shape the narrative surrounding a case, securing accurate and favorable media coverage. By proactively communicating key messages, firms can build trust and positively influence public perception.
• Put pressure on the other side. Using public relations to put pressure on the other side is a strategic move that shapes public perception and sways opinions. Litigation PR is one the of the best ways to communicate your narrative (including presenting evidence and arguments to support your position) and assert your position against the other side.
• Reinforce credibility via the media’s validation of your association with newsworthy matters. When the media reports on your litigation or case outcome, it acts as a powerful third-party endorsement. You are seen as a reputable firm, handling important and notable legal issues. Too, this can lead editors and reporters to come to you for future stories now that they know your area of expertise.
• Increase name recognition and boost top-of-mind awareness. By consistently disseminating compelling news about the case and your firm’s expertise in handling the litigation, audiences become more familiar with your name and type of practice. This heightened visibility contributes to top-of-mind awareness and makes it more likely a prospect will turn to you when they have a need.
• Create opportunities to make your own news and insert yourself into the news stream. Press releases, media alerts, press conferences and other communications about your case create opportunities to obtain media coverage and position your firm to be featured in stories. However, lawsuit filings and verdicts are not the only way to get in the news. Strategic litigation PR can highlight other important aspects of the case and achieve a continuous presence in the news cycle.
• Create continuous marketing momentum for lead generation. Positive PR showcases your firm’s expertise, enhancing your overall reputation. This acts as a powerful tool for attracting prospective clients.

How Berbay Implements Effective Litigation PR Campaigns for Law Firms

With nearly 30 years of experience in litigation public relations, we excel in executing a combination of strategies that resonate with the media and public, and garner attention.

We work with law firms to:

• Craft pre-filing public relations strategies. Our team develops a comprehensive plan before lawsuit filings, verdicts/settlements or case milestones, ensuring we develop key narratives and prepare to address any potential challenges. This proactive approach sets the stage for impactful media coverage.
• Develop media relations programs in support of litigation strategies. Within our plan, we determine which PR tactics are needed to obtain media coverage, e.g., does the lawsuit warrant holding a press conference? We spearhead all media efforts, and if a press conference is necessary, we oversee all logistics before, during and after. This can include a series of media pitches to position you as a thought leader on legal issues within the case.
• Identify and capitalize on newsworthy milestones and other case updates. We provide journalists with timely information about the case and stay in front of them with important news. Even if there are no significant developments or if the case has stalled, our PR experts identify ways to generate visibility and maintain public interest throughout the litigation.
• Create unified, “one voice” communications plans. Presenting a consistent and cohesive message in interviews and throughout your materials – website, social media, etc. – is important. Based on interviews with you, we develop a communication plan that will guide your narrative during the case.
• Prepare litigators and litigants with interview and communication techniques for effective media interaction. We provide media training and work with you to develop messaging prior to interviews. Our team walks you through the dos and don’ts, how to control the message, how to handle different interview formats (phone vs. TV), and more.
• Obtain exposure in national and local broadcast, print and online media outlets. Through press releases, media pitches, press conferences and other PR tactics, we generate interest for your case. We nurture relationships with journalists so they will keep coming back to you as a resource and to ensure positive PR outcomes.

Read our checklist for a successful press conference.

For defense firms, litigation public relations can play a critical role in managing the narrative, ensuring your reputation stays intact and influencing public perception. 

We work with defense law firms to:

• Craft proactive communication. It’s integral to have a proactive communication strategy in place to get ahead of potential negative narratives. We develop key messages that emphasize the important aspects of the case and highlight the legal strengths, while combatting issues from the other side.
• Provide media training. We provide media training well in advance of any issue arising. It is important for defense law firms to never be caught off guard. We make sure you are prepared to effectively communicate in a clear and concise manner to the public and the media. We also address issues and challenges that are likely to arise. Oftentimes, this is emphasizing legal precedents, statutes or regulations that support the defense’s position.
• Develop a crisis management plan. The best crises are the ones that don’t happen, but you’ve already planned for. We develop a comprehensive crisis management plan to address any negative press. We also develop a plan to respond to media inquiries and promptly correct inaccuracies.
• Ensure legal and ethical compliance. We know what can be at stake for your law firm and your client. While we rely on lawyers for this, we ensure that all PR strategies comply with legal and ethical standards. In legal PR for defense firms, transparency and professionalism are paramount.
• Identify and capitalize on newsworthy milestones and other case updates. While for many of our defense law firm clients and their clients, staying out of the news is the best-case scenario, there are times where you want to get ahead of the narrative. For example, provide journalists with timely information about the case and stay in front of them with important news. Even if there are no significant developments or the case has stalled, our PR experts identify ways to generate visibility for the right narrative.

For more information on developing and implementing a strategic litigation PR plan for your law firm, call us at (310) 405-7343 or email info@berbay.com. Visit our Public Relations for Law Firms page for a complete overview of our PR services.