Scholarship, dealing with efforts to repair the reputation of brands, organizations, and companies, has developed concepts such as ‘Reputation Management' including message strategies focus on dealing with negative images, such as reducing the crisis, initiating events, or turning liabilities into assets. “Presumed media Influence” (PMI) theory is a branch of “The Third Person Theory” which describes a wide range of phenomena related to the impact model of indirect affects. Mediatization changed the face of the Israeli litigation profession and contributed to the revolution that took place in the Code of Ethics by the Israeli Bar Association, regarding the appearances of lawyers in the media and expanded the possibilities for cooperation between lawyers and PR consultants, defining their role in safeguarding the interests and reputations of their clients. Findings of eight in-depth interviews, with prominent media case litigators, established an action model illustrating how PMI affects litigators’ media strategies, according to the following areas of expertise: taxation, labor law, public criminal law, and private criminal law. The theory presented here outlines a strategic action that offers an innovative application of PMI, as a tool that enables the conversion of media professionals and litigators’ experience into a methodological tool. Media is perceived, by the litigators, as a great influencer in the legal field. Some choose to commit ethical offenses, by collaborating in unethical ways, with PR consultants, to create a deliberative legal advantage. The perception that manipulating media by lowering or enhancing exposure was found to be part of legal strategy.
Liora Cohen, University of Haifa, Israel