CommCore CEO Andrew Gilman was recently quoted in an article published in PR Daily, Legal has its role, but PR must have a decision-making voice-here’s why, where he explains what happens to companies/organizations when lawyers don’t consider brand and reputation in handling a crisis.
“Consider the case of one of many companies called Backcountry.
Before getting to which “backcountry,” let’s ask PR Daily readers if common sense and/or your knowledge of people who love the great outdoors would think kindly of a brand that would try to trademark “backcountry” and prevent others from using it?
Well, that’s what backcountry.com and its lawyers did. Once the sunlight of journalism and social media came into play, the story quickly morphed into a morality tale of what happens when lawyers don’t consider brand and reputation. But first let’s recount the facts and the unfortunate lawyering-up escapade.”