The Legal Dos and Don'ts in a PR Crisis

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The recent uproar on social media, particularly on TikTok regarding #booktok and hockey, brand deals, and public relations mishaps, has emphasized the critical need for influencers and companies to understand the legal aspects of managing a PR crisis. These situations are often volatile and can escalate quickly, leading to legal complications and damage to a brand's image. This post explores the legal dos and don'ts in handling such crises.

Do: Act Swiftly but Thoughtfully

Time is of the essence during a PR crisis, but that doesn’t mean that decisions should be made in haste. Quick action must be paired with careful thought and consultation with legal and PR professionals.

Why It Matters:

  • Avoids Knee-Jerk Reactions: Rushing into a decision can lead to mistakes that might worsen the crisis.

  • Ensures Compliance with Law: Professionals can guide you to respond in a way that's both effective and lawful.

Don't: Make Unverified Statements

Statements made in the heat of the moment can lead to legal issues if they're proven false.

Why It Matters:

  • Protects Reputation: Unverified statements can further damage your brand's credibility.

  • Avoids Legal Trouble: False claims can lead to defamation lawsuits and other therelegal problems.

Do: Understand Your Contractual Obligations

Understanding the nuances of contracts, particularly in brand deals, is essential.

Why It Matters:

  • Ensures Compliance: Knowing what's expected of you helps you adhere to legal obligations.

  • Avoids Penalties: Breaching contracts can result in fines and other penalties.

Don't: Engage in Online Arguments

While it's natural to want to defend your position, arguing online can only make things worse.

Why It Matters:

  • Maintains Professionalism: Engaging in online disputes can make your brand appear unprofessional.

  • Minimizes Legal Risks: Heated online arguments can escalate into legal disputes.

Do: Offer a Genuine Apology if Necessary

If you or your company is at fault, a genuine and well-crafted apology can help to mend fences.

Why It Matters:

  • Restores Trust: An honest apology can restore public confidence.

  • Aligns with Legal Strategy: Apologies should be coordinated with legal strategy to avoid unintentional admissions of guilt.

Don't: Ignore Legal Advice

Your legal team's advice is crucial in navigating the complexities of a PR crisis.

Why It Matters:

  • Informed Decision Making: Legal professionals will help you make decisions that protect your interests.

  • Avoids Unintended Consequences: Ignoring legal advice can result in unforeseen legal troubles.

Conclusion

Each PR crisis is unique, and there is no one-size-fits-all solution. Influencers, personalities, and companies must seek professional legal and PR advice tailored to their specific situation to navigate the minefield of a PR crisis effectively. Awareness of these dos and don'ts provides an essential framework for you and organizations to act responsibly and in alignment with legal obligations. The lessons learned from recent social media incidents are a stark reminder that thoughtful, legally-informed action is key to successfully managing a PR crisis.