Juridiska processer som marknadsföringsinstrument
En fallstudie kring utformningen av massmedial kommunikation i två EG-rättsprocesser
In public relations and marketing, lawsuits traditionally connote crisis. The purpose of this study is to explore the design and critical considerations concerning risks and opportunities when companies voluntarily initiate lawsuits with the partial aim to get publicity in the mass media. In the following paper, the communicative aspects of two such Swedish cases in the European Court of Justice are studied?a large corporation challenging the Swedish monopoly on gambling and a small company challenging the government on their restrictions for individuals to import alcoholic beverages. The case studies have been conducted through interviews, analysis of legal acts and press articles. Theories on the collision of legal and market oriented communication are also presented. These theories use the traditional crisis perspective. Together with the findings in the case studies, the analogies are used to draw conclusions on the design and effect when companies initiate lawsuits attempting to get publicity in the mass media. The study shows that this tool can be effective in order to reach certain communication goals, provided the company has carefully planned a communication strategy, conducted extensive scenario and risk analysis, and enjoys a good cooperation between its lawyers, communications staffs and management. However, the company must be aware of and consider the risks that the tool used in the wrong context and manner, can have negative implications on the company.