#synergy #theinterlexgroup #rigameeting #2015

18.05.2015.Ralfs Vīlands

Synergy

The Interlex Group2015 European Regional meeting

... We all serve business but have different tasks and therefore methods

Brand protection Conflict/Crises/

Public pressure

Content of the presentation - Synergy

Brand protection

PR is a strategy Legal counsel is a

tactic

In brand protection

Lawyer

... Protects legal body(exact values, very formalized)

Communication

... Protects brand(public opinion, game of values)

Aim of Communications is to increase value of the brand - tangible and non-tangible asset

While dealing with different issues, we should never forget about the big picture

In brand protection II

Value exchange via interaction

Brand

Employees

Clients

Suppliers

Neighbours

Opinion leaders

Media

Brand is like an elephant in a porcelain shop

Brand reputation is

Corporate values

Society valuesDistance in between

Logic of business vs Logic of media

Big is good Small is good

Rational is goodEmotional is

good

Dialogue Conflict

Confidentiality Transparency

FactsOpinion/Narrative

Detailed explanation

Colorful details

Synergy in crises and conflictPublic pressure

Communication crisis becomes a large crisis when lawyers are leading the process

In Court

... Everybody is equal, the evidence speaks for itself

In Public Court

... Asymmetrical power of small groups

PR and legal counsel have an equal role

Lawyers – we need to win it

We need to win it (public pressure), but what others will say about it?

In times of crises or conflict

IT company attacked high-school student who programmed add-on for e-class (a product of the IT company). With help of an international law firm the company sent letter to his parrents and visited him at home

From the legal point everything was correct

When PR is not involved

Was used inadequately large power Company attacked its client who had good

intentions Company tried to stop publicly accepted step

towards innovations and progress IT company against young programmer – what

was the signal sent by them to other students?

Sometimes legaly correct steps cause damage for the brand

The result was public anger and sarcasm. What did go wrong?

If a legal position is not strong enough, conflict usually moves to the public space

False, one-sided, supposedly credible narrative is more vivid in public space than a strong position from a legal standpoint

Public presure in conflict. Hybrid war

The small has a better position even if the position is false

Small against big

Lawyers: our position is correct - so why they are not publising all the facts? Let’s supply them with full information!

For lawyers each detail matters

In communication matters a narrative with whom the audience can self-identify


Please remember one issue where you have been involved this year!


And now retell it in the “elevator pitch”!


Institutions start to act when they realize that the public knows

Our aim is to increase importance of an issue for the public


Financial system against fraudulent insolvencies

Pretkorupciju.lv

Public pressure

2013 Rey Routh kills Chris Kyle

Public pressure

2014 Clint Eastwood’s movie American Sniper

2015 Feb 25. Texas jury finds Rey Routh guilty

Importance of quotes

Any questions?

Thank you for your attention!

#synergy #theinterlexgroup #rigameeting #2015

Marketing