American businessman Warren Buffett once said: 'It takes 20 years to build a reputation and five minutes to ruin it.' The quote underscores how fragile reputation can be and how quickly it can unravel, particularly for industries that rely heavily on trust, like law firms.
In the legal world, reputation is everything. Clients choose firms based on their trustworthiness, professionalism, and track record, so a public relations crisis could potentially have long-lasting effects on client relationships, legal standing, and financial success. While Buffett’s view may seem pessimistic, it’s a warning about the value of reputation and the need for a proactive PR strategy.
In recent months several stories have hit the headlines involving the reputation of law firms and barristers’ chambers. This month, Pump Court Chambers lost its bid to keep a £2.75m alleged fraud private, following a High Court ruling in which the judge said while dealing with the consequences of publicity ‘may be an inconvenience, perhaps even a severe distraction’, but was not a good reason to depart from the open justice principle.
Earlier this year, the Post Office Inquiry heard that an external lawyer acting for the Post Office advised the organisation in a 2013 email not to leave a ‘paper trail’ as reports started coming in that the Horizon system was faulty.
So, what should law firm managers do when faced with a PR crisis?
Effective responses must be swift, sincere, and structured. Below are key strategies that firms should consider:
1. Timeliness
Delays in responding to a crisis can exacerbate the problem, so act fast. With the guidance from PR professionals, consult with legal teams and other stakeholders to gather the facts and create a strategy to manage both internal and external communications.
Monitor what’s being said online, including on social media channels. Having visibility over what has been covered already in the press will help you to share your PR plan.
2. Build your PR crisis team and plan
A strong crisis communication plan should have a designated spokesperson who is part of a crisis PR strategy team that includes PR professionals, management and lawyers. In any PR crisis, perception becomes reality very quickly. By taking control of the narrative early, law firms can avoid speculation, rumours and misinformation from spreading.
Pre-approved messaging should be agreed ahead of any communications. Issue an initial statement that acknowledges the problem and promises a commitment to resolving it. Transparency is often the best approach, as too are clear communication channels internally. Explain to staff how they should also handle any approaches or questions from clients or competitors about the incident. What can or can’t they say? Who should they refer to internally if approached for a comment?
Plans should also outline the steps for coordinating with external stakeholders such as regulators, clients, and the media. For example, if there has been a data breach, how will you reassure clients that the problem won’t happen again?
3. The art of saying ‘sorry’
If a public apology is needed a well-crafted apology should express regret, take responsibility where appropriate, and outline corrective actions. Avoid using ambiguous, defensive, or insincere statements. For example, saying “We regret that anyone felt offended” can come off as dismissive. Instead, firms should recognise the issue’s impact, even if legal rules limit what they can say.
You don’t need to provide too many details. Include a simple explanation of what has happened that helps answer clients’ questions. Make sure to convey that the situation is being investigated, and emphasise that you take it seriously. Showing empathy and demonstrating that you value your clients and stakeholders can mitigate the fallout.
Before issuing any apology or statement, if there is a likelihood of litigation, ensure that your get insurers' approval before issuing.
4. Rebuilding trust
This is one of the most important aspects of the crisis plan.
Once you have dealt with the immediate crisis, work with PR professionals and engage internally to share positive things about your firm. Don’t let past situations continue to affect your reputation. You may consider it necessary to complete a client listening exercise to fully understand the extent of any damage and provide an opportunity to offer a direct apology.
Your recovery may include a rigorous SEO campaign to push down negative search results, or you may have to work extensively with media outlets to create new and positive coverage for your firm.
In an industry where reputation is everything, law firms cannot afford to be unprepared when faced with a PR crisis. While a single misstep can have lasting consequences, a well-thought-out crisis management strategy can help contain the damage and protect a firm’s credibility. By staying prepared, assessing potential risks, and responding swiftly and transparently, law firms can not only survive a PR crisis but emerge stronger from it. Ultimately, safeguarding reputation is not just about damage control - it’s about building resilience for the long term.
Natalie Rodgers is a non-practising solicitor and managing director of PR consultancy Scala
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