The Globe and Mail's Susan Krashinsky reports on Labatt's hamhanded effort to "protect its brand" when newspapers posted an image of accused killer Luka Magnotta drinking its beer.
"Brands need to think carefully about when they use their lawyers to handle a matter such as this and when they turn instead to their public relations team, said Janice Mandel, president of Toronto-based String Communications and former head of corporate affairs for Procter & Gamble Canada.
“'For PR and law to work effectively together, it is helpful for lawyers to understand how a story can gather steam, whether it's in the media, or on Twitter or Facebook – particularly as an issue or crisis is unfolding,'” Ms. Mandel said.
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