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Resumo
In the realm of corporate crisis management, the interdependence between safeguarding public opinion and legal fortification stands as a fundamental yet often neglected nexus. This paper addresses this phenomenon, accentuating the exigency for legal professionals to embrace a multifaceted skill set beyond traditional legal domains. The Fabricato case, a once highly reputed Colombian textile company, unfolds as a compelling exemplar, delineating the intricate interplay between legal acumen and crisis management crucial for corporate reputation preservation. Fabricato’s precipitous descent from the apogee of the Ibero-American apparel sector reputation to sudden exclusion stresses the urgency of this discourse. Triggered by an InterBolsaengineered stock market scandal, this reputational crisis uncovered the vulnerabilities of a publicly traded entity, underscoring the indispensable role of crisis lawyering professionals in navigating the aftermath. The media’s amplification, coupled with Fabricato’s delayed and inadequate response, significantly contributed to the escalation of reputational damage, emphasizing the need for legal professionals to comprehend crisis communication complexities. Contrary to crisis management experts’ counsel, Fabricato’s unwise actions allowed the media to craft an unfavorable narrative. This paper contends that the legal community, traditionally advisors, must metamorphose during crises, assimilating crisis management principles and recognizing the nuanced implications of reputation in corporate sustenance. Employing Situational Crisis Communication Theory transcends conventional legal discourse, offering a comprehensive framework for apprehending and addressing reputational crises. It advocates for the expansion of ‘Crisis Lawyering,’ emphasizing its adaptability at the firm level, necessitating a robust infusion of crisis management principles. Scrutinizing crisis phases through media narratives, the paper stresses the evolving role of legal professionals, urging an integrated approach empowering them as strategic defenders not only in courts but also in the influential court of public opinion. This paper thus contributes to a nuanced understanding of the dynamic interplay between law, crisis management, and media in safeguarding corporate reputation.
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