For the enterprise, reputation is perhaps the most honest valuation of success. Market capitalization and annual revenue are subject to fluctuations in the market, but the respect, loyalty and brand recognition of a solid reputation are priceless. It is for that reason that the threat of litigation mired in public exposure and media coverage is the kind of risk that keeps corporate lawyers up at night.
There is, generally speaking, no better way to deflate a solid reputation than with a widely publicized lawsuit involving accidental death or injury. Regardless of how anecdotal, misreported or unfounded those reports may be, just having your company’s name attached to such an incident can quickly develop into a public relations nightmare with astronomical costs and timelines attached. Even more frustrating, efforts to rectify mistakes will seldom gain you the same level of exposure as the actual misdeed. It is for that reason that a media strategy is essential to mitigating the effects of a very public court battle.
