The Internet and Litigation Public Relations

Abstract

The Internet is an emerging new tool in litigation public relations. This article explores this new phenomenon of personal litigation Web sites by content analyzing the Web sites of 3 celebrities who were involved in high-profile litigation at the time: Martha Stewart, Richard Scrushy, and Michael Jackson. The analysis revealed that traditional litigation public relations standards transfer well to the Internet and suggests that such Web sites are a promising means for disseminating and controlling a client's message. Implications for public relations theory, particularly the role of asymmetrical communication in public relations, are discussed. Suggestions for litigation public relations Web sites are proposed.