Crisis communications/Reputational management: The role of data and analytics in law firm crisis management strategy

By Gina F. Rubel

The world of crisis communications has undergone a significant transformation in the past decade, primarily driven by the advent of data and analytics tools. For law firms navigating crises ranging from client-related controversies to reputational challenges, integrating data analytics into communication strategies is no longer optional – it’s essential. Yet, a surprisingly underexplored facet of this field is how data and analytics can help teams monitor public sentiment, track media coverage, and adapt communication strategies in real time to turn challenges into opportunities.

What sets law firms apart in the professional services world is the complex web of stakeholders – clients, partners, employees, regulators, insurance providers, the judiciary, and the media. Each stakeholder demands swift, accurate, and reassuring communication, which is why making decisions based on analytics, not just instinct, can significantly enhance the outcome of a crisis response.

Why data analytics matters in crisis communications

A legal crisis – whether it be a high-stakes litigation, a lawyer scandal, or a client issue – spreads rapidly through both traditional and social media. Without robust analytics in place, managing the information and public sentiment becomes daunting. Data analytics matters because it allows law firms to:

Monitor public sentiment in real time: Understanding how your stakeholders perceive a crisis is critical to managing the narrative. There are various AI-powered tools that can aggregate data from traditional media, social media, and/or online channels to track keywords and sentiment. This can illuminate whether public discussion is neutral, supportive, or hostile, enabling you to craft an appropriate response.

Here is a partial list of leading analytical tools to aid crisis communications professionals and law firms. (NOTE: The author has used some but not all of the platforms and does not endorse any specific product mentioned in this column.)

• Critical Mention
• Hootsuite
• Keyhole
• Meltwater
• Mention
• Muck Rack
• Prowly
• Sprout Social
• Talkwalker
• LexisNexis: Nexis Newsdesk® & Nexis® Social Analytics

Media intelligence tools are designed to help organizations monitor online mentions, social sentiment, and media coverage. Law firms or their public relations partners should have real-time tracking of your firm’s name, your clients’ names, and related legal industry keywords and receive alerts when sentiment shifts or when issues begin to trend negatively.

Legal communications agencies and the law firms they serve can use these tools to identify media narratives forming around a contentious client case or other issues. This intelligence supports effective decision-making when drafting client-ready crisis management statements that steer public sentiment toward neutrality or support.

It is important to remember, however, that these platforms do not have access to all publishers’ content. There is no single platform that captures everything. Supplement all reports with secondary research.

Measure the effectiveness of messages: Real-time analytics ensure that your press releases, interviews, and social posts are resonating with the audience. For instance, tools like Brandwatch and Quid offer metrics on how various pieces of content perform across channels and whether they are shifting public sentiment in the intended direction. If a press release targeting clients isn’t gaining traction while a quote shared on LinkedIn sees high engagement, analytics can highlight where your communication is working – and where it is not.

Predict trends to stay ahead: Crisis situations evolve quickly. Data analytics platforms provide insights into trending issues and topics. For example, if a negative sentiment spike correlates with a specific incident or statement, your team can address that directly instead of responding to the crisis as a general event.

Tools to power data-driven crisis responses

Numerous tools on the market can support law firm leaders and marketing professionals in leveraging data during crises. Here’s how some well-known platforms can be used to measure and improve strategy.

Applying analytics to strategic crisis responses

To effectively integrate analytics into your law firm’s crisis communications, follow these steps:

1. Set up crisis monitoring in advance: The middle of a crisis is not the time to figure out which tools to use. Law firm leaders should work with marketing and PR professionals to create detailed media monitoring dashboards and configure alerts. Be sure to include keywords relevant to case types, client matters, executives’ names, and competitor mentions.
2. Leverage real-time feedback: Monitor how audiences are reacting to each piece of crisis communications content as it’s published. Use tools to understand whether your press releases or website updates are reaching their audience or identify if potential clients are searching for resources like FAQs on your landing pages.
3. Tailor messaging based on trends: Data isn’t just about monitoring; it’s about adapting. If analytics reveal that a key phrase like “unethical legal firm” is spiking in searches and mentions, your statements should directly address and dispel these negative perceptions. Use analytics insights to inform the language, tone, and distribution channels of all crisis communications materials.
4. Measure post-crisis outcomes: Once the crisis has abated, analytics offer insights into what worked and what didn’t. Law firms should assess media coverage, social sentiment, and website traffic from the crisis’s outset to its conclusion. This data informs future preparation and ensures that your team is ready when the next challenge arises.

Common mistakes to avoid

While data analytics offer powerful advantages in crisis communications, missteps can waste resources or even worsen the situation:

1. Don’t over-rely on tools: Data tools are designed to provide insights, not dictate actions. Combine platform-generated analytics with human judgment and industry expertise to craft nuanced responses.
2. Don’t ignore non-digital channels: While platforms like Meltwater can gauge online sentiment, don’t forget about print, in-person feedback, or internal whispers within professional circles. These narratives may not always be as visible but can still drive significant impact.
3. Don’t delay reactions: Crises evolve rapidly, and using analytics to adapt in real-time is essential. If data suggests a sentiment is worsening, act instead of delaying with protracted reviews and trying to gain management committee consensus. Put your faith in a few decision-makers in times of crisis.

The future of analytics in legal crisis management

Real-time data analytics and artificial intelligence give law firm chief marketing officers and leaders the tools to transform their communications strategies. They can predict potential crises, prepare contextual messaging, and measure results with unparalleled accuracy. While some platforms represent the forefront of analytics technology today, the future holds even greater promise as predictive algorithms and machine learning enhance our ability to address crises before they spiral out of control.

Navigating crises is an inevitable part of legal life, but law firms that utilize data and analytics can stay one step ahead. By integrating monitoring platforms and leveraging real-time intelligence, firms can turn crises into opportunities to strengthen their reputation and reassure stakeholders.

 

Gina Rubel is the CEO and general counsel of Furia Rubel Communications. She educates professionals on devising and implementing strategic communications plans to manage their reputation, develop and attract top talent, and drive business success. She is the co-host of On Record PR. Gina can be reached on LinkedIn at https://www.linkedin.com/in/ginafuriarubel/.