At GFM|CenterTable, we regularly work with clients facing crisis situations that have retained legal counsel. In fact, nearly half of our client engagements involve working directly with attorneys to ensure our communications strategy aligns with legal objectives. In many cases, we are retained by legal counsel on behalf of the client, increasing the likelihood that our communications are protected under attorney-client privilege. This gives us a greater chance to provide expert guidance while safeguarding sensitive information.

Developing a Unified Legal-Communication Strategy

A well-crafted legal strategy must be at the core of any crisis response, but it should not come at the expense of a client’s public reputation. We recognize that legal teams prioritize minimizing liability, while public relations teams focus on maintaining trust and credibility. These objectives do not have to be at odds with each other.

To ensure alignment, we work closely with legal counsel to define communication goals, strategies, tactics and expected outcomes. Every public statement, media response and internal communication is carefully crafted to support the legal strategy or, at the very least, avoid conflicting with it. By maintaining open lines of communication with attorneys, we ensure that our messaging helps mitigate legal risks while effectively managing public perception.

Maintaining a Unified Front with Clients

Crisis situations place tremendous pressure on executives. The emotional toll can be overwhelming, leading to frustration, embarrassment and exhaustion. Even the most seasoned leaders may struggle to make rational decisions in that high-pressure environment.

That is why we work closely behind the scenes with legal teams to develop unified recommendations before sharing them with the client. By presenting a cohesive strategy that integrates both legal and communication perspectives, we help executives navigate their crisis with clarity and confidence. Our goal is to ensure that clients receive consistent, strategic advice that minimizes risks while allowing them to maintain control of the narrative.

Minimizing the Impact of Public Pressure on Legal Strategy

In today’s media landscape, savvy lawyers often leverage the press and social media to apply pressure on organizations to create a crisis. Negative headlines, viral social media campaigns and public outcry can push companies into hasty settlements or public missteps that may harm their long-term reputation and legal standing.

By working closely with legal teams, we help clients take back control of the media narrative. Our proactive approach ensures that public relations efforts do not inadvertently amplify the opposition’s messaging. Instead, we develop response strategies that counter misinformation, reinforce key messages and shift the conversation in ways that ease pressure on the legal team. This allows attorneys the space and time needed to execute a well-thought-out legal strategy without being forced into reactionary decisions based on public opinion.

Serving as a Barometer for Opposition Counsel’s Strategy

Monitoring the opposition’s media and social media activity provides valuable insights into their legal strategy. We continuously track their messaging, press engagement, and online activity to better identify their objectives and potential next steps. Are they using media coverage to influence public perception? Are they attempting to recruit additional plaintiffs for a class-action lawsuit? Are they shifting their approach based on public sentiment?

By analyzing these patterns in real time, we provide attorneys with a crucial feedback loop that helps them anticipate the opposition’s moves. This intelligence allows us to refine our own messaging and response strategies while helping legal teams stay ahead of the curve. Sharing this data immediately ensures that our clients’ legal teams have the most accurate and up-to-date information to inform their strategy.

Building Long-Term Partnerships with Legal Teams

Over the years, we have collaborated with dozens of law firms to support clients through crises. Many of these partnerships have turned into long-standing professional relationships, with attorneys repeatedly recommending our services to new clients. This ongoing collaboration speaks to the trust we have built within the legal community.

Attorneys have consistently praised our professionalism, discretion, and ability to seamlessly integrate with their teams. They recognize the tangible benefits of working with a communications partner who understands legal sensitivities while also managing public perception. More importantly, they appreciate the improved outcomes that result from a cohesive legal-communications approach.

In today’s complex media and legal environment, organizations facing crises cannot afford to handle legal and communications strategies in silos. A misstep in public messaging can have significant legal ramifications, just as a poorly managed legal strategy can lead to reputational damage. By working in lockstep with legal counsel, we help our clients navigate crises with a clear, unified approach that protects both their legal interests and their public image.

At GFM|CenterTable, we remain committed to fostering strong partnerships with legal teams to ensure the best possible outcomes for our clients. Whether facing litigation, regulatory challenges or reputational threats, we stand ready to guide organizations through even the most difficult moments.

Jeremy Story is a partner at GFM|CenterTable, where he leads our Crisis & Issues Management practice.