In some instances, cooperation with public entities can provide a source of strategic cases. The primary advantage is that public authorities have access to data which is not publicly available or is available only with significant delay. CHAPTER 6: MEDIA WORK AND FOLLOW-UP ACTIVITIES HOW TO GAIN MAXIMUM IMPACT FROM YOUR STRATEGIC LITIGATION Use of Media In earlier chapters we discussed how a case might play out in the media and how possible negative publicity should be considered when initially deciding whether a case is suitable for strategic litigation. This chapter addresses the part of the strategic litigation process where those considerations are put into practice. As soon as the outcome of the case is known, and especially if the strategic objective has been achieved, the equality body will need to ensure that the key messages are publicized as far and wide as possible. Communication Strategy For each case a media strategy should be developed in good time prior to the court’s delivery of its ruling. At a minimum, this strategy should include a statement that can be issued to the press as well as a statement to be placed on the front or news page of the equality body’s website. A set of FAQ’s (frequently asked questions) is a good way to manage queries if the case is likely to attract a lot of public and media attention, and can also be posted on the website. If possible there should also be a link to the judgement on the website so that those who are interested can easily access and read the entire judgement. In situations when it is reasonably expected that the case might cause some amount of negative publicity, it is strategically useful for the equality body to prepare a communication plan. In such cases, time is usually of the essence and it is beneficial to have ready statements in response to potential negative proclamations of the opposing side. Often the effectiveness of the proper reply lies in its prompt publication. On the other hand, in certain situations the equality body might estimate that negative publicity can be avoided or at least eased by anticipating the opposite side and coming out to the public first, referring to (and refuting) the same arguments that were expected to be used against the equality body. However, such actions should be carefully planned at the early stage of the case, not to cause more damage than benefit to the equality body.
In some instances, cooperation with public entities can provide a source of strategic cases. The primary advantage is that public authorities have access to data which is not publicly available or is available only with significant delay. CHAPTER 6: MEDIA WORK AND FOLLOW-UP ACTIVITIES HOW TO GAIN MAXIMUM IMPACT FROM YOUR STRATEGIC LITIGATION Use of Media In earlier chapters we discussed how a case might play out in the media and how possible negative publicity should be considered when initially deciding whether a case is suitable for strategic litigation. This chapter addresses the part of the strategic litigation process where those considerations are put into practice. As soon as the outcome of the case is known, and especially if the strategic objective has been achieved, the equality body will need to ensure that the key messages are publicized as far and wide as possible. Communication Strategy For each case a media strategy should be developed in good time prior to the court’s delivery of its ruling. At a minimum, this strategy should include a statement that can be issued to the press as well as a statement to be placed on the front or news page of the equality body’s website. A set of FAQ’s (frequently asked questions) is a good way to manage queries if the case is likely to attract a lot of public and media attention, and can also be posted on the website. If possible there should also be a link to the judgement on the website so that those who are interested can easily access and read the entire judgement. In situations when it is reasonably expected that the case might cause some amount of negative publicity, it is strategically useful for the equality body to prepare a communication plan. In such cases, time is usually of the essence and it is beneficial to have ready statements in response to potential negative proclamations of the opposing side. Often the effectiveness of the proper reply lies in its prompt publication. On the other hand, in certain situations the equality body might estimate that negative publicity can be avoided or at least eased by anticipating the opposite side and coming out to the public first, referring to (and refuting) the same arguments that were expected to be used against the equality body. However, such actions should be carefully planned at the early stage of the case, not to cause more damage than benefit to the equality body.
strategic_litigation_handbook_-_accessible.docx