"The Essence of Litigation PR" Published

Mar 3
3 min read

Authored by James Choi, Co-Founder & Managing Partner of y’s partners and Korea’s leading crisis response expert, distilling 26 years of expertise.
The sequel to "The Essence of Crisis Response," focusing on communication strategies involving legal liabilities.
The only practical guide in Korea featuring a 6-stage strategy and 100 global case studies.

James Choi, Co-Founder & Managing Partner of y’s partners—a specialized firm in governance and crisis response for C-suite executives—has released his new book, The Essence of Litigation PR (published by Edam Books). This marks the first professional text on litigation PR authored in Korea (excluding translations). Drawing on over 26 years of expertise, Choi systemizes strategic communication methodologies for managing both the courtroom and the court of public opinion simultaneously during legal disputes.

As a sequel to his 2024 work, The Essence of Crisis Response, this new publication dives deeper into strategies where legal accountability is at stake. While his previous book introduced the "4×20 Crisis Response Strategy" framework, this volume evolves those concepts to address the unique complexities of litigation.

"While it takes an average of two years for a court to reach a verdict, public judgment is often solidified within 48 hours," said James Choi. "Companies must now fight on two fronts: the court of law, governed by legal principles, and the court of public opinion, judged by the people. The core of litigation PR is simultaneity and consistency. You must speak to judges through legal logic and to the public through common sense, yet the essence of the message must remain one."

Yvonne Park, Founder & CEO of y’s partners, added: "Litigation is not merely a legal issue; it is a holistic crisis that determines a company’s reputation and sustainability. It has become a survival requirement for legal and PR teams to sit at the same table from the onset. This book serves as the only practical guide in Korea that allows executives, legal counsel, and PR professionals to communicate using a unified language."

While the concept of litigation PR has previously been introduced in Korea through translated works, there has been a significant void for a specialized text tailored to the Korean corporate environment and legal system. The book is organized into three parts:

Part I: Concepts, core principles, and the top five trends in litigation PR.
Part II: A 6-stage (Stage 0–5) practical strategy, from pre-litigation to post-verdict.
Part III: Practical guides for both the Korean and global markets.
Appendix: 100 domestic and international case studies categorized into 14 types.

Meanwhile, y's partners was established to guide family offices and corporations toward long-term, sustainable prosperity and meaningful social contribution, built upon deep expertise in governance and communication. The firm provides a sophisticated suite of services: Family Office & Corporate Governance Advisory, Succession Planning & Leadership Transition, Social Impact & Philanthropy, Legacy Communication, Crisis Response & Reputation Recovery, and Critical Stakeholder Engagement Programs. Over the past 25 years, its founding partners have successfully navigated complex business issues and multifaceted crises for global corporations, major domestic conglomerates, and the public sector.

About the Author James Choi is the author of Don’t Just Claim, Demonstrate, The Essence of Crisis Response, and The Counterattack of Thought. He has also authored the "Law and Public Opinion" column for The Law Times (Beopryul Sinmun).