Challenge
Traditional “file-and-forget” litigation PR often begins after papers are served. By then the narrative is set and public opinion is hard to shift. Our brief was different:
- Protect the Client’s commercial reputation (they hoped to resume retail negotiations once the dust settled).
- Reduce the Opponent’s appetite for a drawn-out fight - ideally pushing for a settlement “on the courthouse steps.”
- Give the Firm a repeatable blueprint for weaving communications into future contentious matters.
Our Framework
We applied 'Radar' Beach Weather’s reputation dashboard that scores six factors - brand perception, media traction, social presence, employee sentiment, competitor noise, and industry rankings.
The initial scan flagged two risks:
- The Opponent’s deep retail relationships made them a natural “authority voice” in any press coverage.
- The Client’s own social channels were enthusiastic but small; anger-driven posts could backfire.
With those insights, the Firm and Beach Weather co-authored an integrated plan, signed off by all parties before the first letter of demand went out.
Key Moves
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Outcome
10 days before the first court appearance, the parties reached a confidential settlement - including a licensing arrangement that recognised the Client’s original recipes. Zero negative headlines for either side; three neutral trade-press pieces carried our preferred angle. Internally, the Firm adopted the ‘Radar’ scorecard as a standard checkpoint for all future high-profile disputes.
Why It Matters for Law-Firm Marketing
- Foundation for Growth – Strong reputation scores raise close-rates on later marketing campaigns; weak scores drain them.
- Credential, then Broadcast – Because this matter ended well (and quietly), the Firm could publish an anonymised success note and secure two new referrals within six weeks.
- Risk-Smart Collaboration – Embedding marketing early let lawyers “read the room” and avoid moves that could torch either party’s brand value.
