Reputation Management For an Individual on Trial for Defamation of Character
High profile lawsuit requiring reputation management
Client: Well-known Business Person - Reputation Management
Client: ErgoFoam - Public Relations, Brand Awareness and Conversions
Client Overview
Our client was a well-known businessperson who was involved in a high-profile defamation of character lawsuit that became a popular topic of discussion on social media. Accusations had been made against the client, claiming they severely damaged a competitor’s reputation by making defamatory statements about them. Although the judgment resulted in an acquittal for our client, their reputation still required management. This was an ongoing project that involved strategy, forward thinking, and response planning during and after the trial.
The Challenge
The mission of the reputation management campaign was to manage and mitigate the ongoing negative conversations generated by the plaintiff during and after the verdict, while ensuring that my client did not engage in any further messaging that could be viewed as defamatory going forward. Ongoing negative discussions and media narratives focused exclusively on the allegations, creating a one-sided portrayal. The public was forming opinions based on incomplete information and unfavorable media reports, leading to social media attacks and a damaged online presence. The negative press caused business associates to distance themselves for fear of incurring reputational damage by association. The search results for the client’s name were dominated by stories of the trial, overshadowing their previous professional achievements.
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Social Media Coverage: Ongoing negative discussions
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Public Perception: Incomplete information and unfavorable media reports
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Negative press was overshadowing the client's professional achievements
The Strategy & Key Tactics
We implemented a multi-tiered reputation management strategy that focused on media relations, social media management, online reputation cleanup, and stakeholder engagement.
Media Relations and Crisis Communication:
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We reached out to trusted media contacts to secure interviews and feature stories that presented the client’s perspective and highlighted their professional accomplishments.
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We arranged for industry experts and professionals to comment on the case on social media, explaining the nuances of defamation law, explaining the reality of the case, and encouraging a fairer evaluation of the situation in light of the fact that our client was cleared of any wrongdoing.
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Once the judgment was made, our client wished to speak with select local media about the case. We held media training sessions with the client and created a comprehensive communications strategy in the process.
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We also held anticipatory crisis planning sessions that involved risk evaluation, likelihood of occurrence, and immediate or potential impact. A press release and statement were released, as well as multiple social media posts stating the facts of the case and the positive outcome.
Social Media Strategy:
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This involved establishing strict communication guidelines for my client, ensuring that only the facts were stated in any social media conversations. As my client needed to communicate with their target audience and respond to their questions, silence was not an option. We assisted the client in crafting key messages and reviewed all outbound communications to assess their appropriateness and minimize risks for further legal action.
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We implemented a social media monitoring system to track and respond to negative comments, ensuring the client was seen as engaged but professional. Comments violating platform guidelines were reported and removed when necessary.
Online Reputation Management & SEO:
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To manage the client’s online reputation, we created high-quality content, including blog posts, articles, and interviews, focusing on the client’s professional journey, achievements, and positive character traits.
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We partnered with third-party websites to feature interviews with the client about industry trends and leadership advice, further amplifying the client’s positive presence online.
Key Results
Through a comprehensive reputation management strategy, we were able to help the client navigate the challenges posed by a high-profile defamation lawsuit. By managing the media narrative, improving their online presence, and rebuilding relationships, the client was able to regain control of their reputation both personally and professionally.
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Media Narrative Shift: Within months, the media coverage surrounding the client became more balanced and positive.
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Improved Online Presence: Our SEO strategy succeeded in pushing negative stories lower in search engine results. Positive content, such as feature articles and interviews, began appearing on the first page of search results, allowing the client to regain control over their online reputation.
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Positive Social Media Engagement: Social media sentiment toward the client improved significantly, with positive posts and engagements increasing. Many industry influencers began interacting with the client online, providing third-party validation of their credibility.