From the perspective of the law firm that represented one of the accused parties, let's say a major integrated energy company, what is your response on behalf of your client when the media is calling for its head?
At the time the response of most of the parties involved was the usual silence on the part of the accused and then the obligatory advertorial in the newspapers stating the position of the energy companies and after a while the matter went away.
In cases of media warfare, your law firm will be responsible for managing what information can be released and even how it can be released so here a few things to keep in mind:
1. The media is not in the business of telling your story, it is in in the business of telling the story as it sees it.
2. Business people keep score by the number of deals, in sports its the number of championship rings or trophies and in the media they keep score by toppled empires and naked emperors i.e. the scoop.
3. How will your first response pan out when your anger has cooled down? Outrage is all well and good but you are in it for your client who is in a media firestorm and has you for refuge.
4. Is there any real damage to your client business or reputation or it is just assumed? This is where you should put your attention and resources, then you can better arrive at a position.
5. As a general rule you should have a media frenzy management policy just like you have a fire policy in case of fires and everyone knows where the exits and assembly points are. Your options are obviously limited if you make it up during the heat of the media storm.
6. Assume that the general public will assume you are guilty of whatever and so operate from this position and Communicate, Communicate, Communicate.
All the above only applies if your considered opinion in line with consultations with your client is to engage assertively. You can always place the advert and go about your business or you can maintain a studied silence , working from the background.
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