#Synergy #TheInterlexGroup #RigaMeeting #2015
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The document discusses the importance of synergy between legal counsel and communications/public relations professionals in situations of brand protection, crises, conflicts, and public pressure. It notes that while lawyers focus on protecting the legal body through tactics, communications protects the brand through managing public opinion and values. When the two work together, exchanging information and ensuring both the legal and public perspectives are considered, the brand is better protected. However, if legal pursues actions without involving communications, it can damage the brand through negative public reaction to legally correct but poorly perceived steps. The key is finding a balanced narrative that considers both legal and public viewpoints.
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#Synergy #TheInterlexGroup #RigaMeeting #2015
- 1. 18.05.2015. Ralfs Vīlands Synergy The Interlex Group 2015 European Regional meeting
- 2. ... We all serve business but have different tasks and therefore methods
- 3. Brand protection Conflict/Crises/Public pressure Content of the presentation - Synergy
- 5. PR is a strategy Legal counsel is a tactic In brand protection
- 6. Lawyer ... Protects legal body (exact values, very formalized) Communication ... Protects brand (public opinion, game of values)
- 7. 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
- 8. Value exchange via interaction Brand Employee s Clients Suppliers Neighbours Opinion leaders Media Brand is like an elephant in a porcelain shop
- 9. Brand reputation is Corporate values Society values Distance in between
- 10. Logic of business vs Logic of media Big is good Small is good Rational is good Emotional is good Dialogue Conflict Confidentiality Transparency Facts Opinion/Narrative Detailed explanation Colorful details
- 11. Synergy in crises and conflict Public pressure
- 12. Communication crisis becomes a large crisis when lawyers are leading the process
- 13. In Court ... Everybody is equal, the evidence speaks for itself In Public Court ... Asymmetrical power of small groups
- 14. 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
- 15. 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
- 16. 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?
- 17. 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
- 18. The small has a better position even if the position is false Small against big
- 19. 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 Public presure in conflict. Hybrid war
- 20. Please remember one issue where you have been involved this year! Public presure in conflict. Hybrid war
- 21. And now retell it in the “elevator pitch”! Public presure in conflict. Hybrid war
- 22. Institutions start to act when they realize that the public knows Our aim is to increase importance of an issue for the public Public presure in conflict. Hybrid war
- 23. Financial system against fraudulent insolvencies Pretkorupciju.lv
- 24. Public pressure
- 25. 2013 Rey Routh kills Chris Kyle Public pressure 2014 Clint Eastwood’s movie American Sniper 2015 Feb 25. Texas jury finds Rey Routh guilty
- 29. Any questions? Thank you for your attention!
Editor's Notes
- 1. Tikai viens cilvēks teica, ka “Ir Latvijā labi vadītāji, ir kāds, kuram vajag drusciņ kaut ko piemācīties, kam vienkārši vajag dot iespēju. Es teiktu, ka potenciāls ir.”
- 1. Tikai viens cilvēks teica, ka “Ir Latvijā labi vadītāji, ir kāds, kuram vajag drusciņ kaut ko piemācīties, kam vienkārši vajag dot iespēju. Es teiktu, ka potenciāls ir.”