The first part has just been paid and the company is appealing against a decision on more made by a jury seven years ago. In the US the battles can rage on the Internet for years. Americans also manage to reduce difficult issues to soundbites. Herein lies the nub for crisis-hit companies. Your opponents will use the new media, to which journalists and others share easy access.
Sound bites rule.
The answer is full, frank and fast information on your website and simple responses for television. But be careful to avoid the appearance of complacency or arrogance. In other words, target the message to the medium, and keep your wits about you. And be extremely careful that your legal strategy doesn't destroy the communications strategy you were depending on to rehabilitate your tattered reputation. Ask Brooklyn, offspring of Posh Spice and David Beckham, in 2010.