A multinational design and manufacturing company faced an unprecedented challenge when a major competitor was alleged to have stolen proprietary trade secrets. The incident escalated into high-profile litigation spanning three continents. Keen to address the broader ethical implications without jeopardising legal proceedings, the client sought strategic media pitches to highlight how fierce competition can expose the darker side of corporate behaviour. The objective was to reaffirm the client’s commitment to ethical business practices while sensitively managing the ongoing legal context.
How can strategic media pitches spotlight ethical business values amid litigation?
Creating a suite of media pitches that carefully framed the client’s position was critical. It was crucial to condemn unethical corporate behaviour without compromising legal strategy or appearing contentious. The client wished to speak on the importance of ethics in competitive markets, using their situation as a wider commentary on corporate responsibility.
Fact-led, legally sensitive media pitch development
A structured research process that included campaign objectives, key stakeholder analysis, strategic inputs (media formats, budget, background context, relevant data, available resources), timescales and evaluation measures was implemented to build relevant and compelling media pitches.
The media pitches were constructed around four key angles:
- Competitor pose a threat in the marketplace | emphasising the risks companies face when rivals operate unethically.
- Fierce competition can lead to unlawful shortcuts | addressing how intense market pressures can trigger corporate misconduct.
- Crimes against corporations aren’t victimless crimes | highlighting the tangible harm caused by corporate theft.
- When corporate culture encourages criminality | exploring how toxic cultures can breed unethical behaviour.
Strategic media engagement without legal compromise
The campaigns purpose was to position the client as a principled leader willing to stand against corporate misconduct, while carefully navigating the legal complexities of ongoing litigation. Media coverage across national and trade outlets would reinforce the client’s reputation for integrity, resilience and leadership in ethical business practice.
Leadership Insight
Establishing the facts, understanding the wider implications, and respecting legal boundaries are essential to communicating with clarity, integrity and impact.
In high-stakes litigation, strategic media pitches must balance advocacy with caution. Rigorous research, fact-checking and legal sensitivity are essential to communicating leadership values without compromising ongoing legal proceedings.