When is it advisable to involve legal questions early?
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Marie Anouk: Regarding your external legal department — when is it advisable to involve legal questions early?
Antoine F. Goetschel: It seems to me very practical to seek outside support as early as possible. A change of perspective — the openness to talk to someone with an external view — very often proves its worth, and when neglected, as a closed door. Through conversations with friends in reputation management I frequently see companies unable to assess the impact of their own decisions: who they choose as spokesperson, how they argue externally, how they respond to the growing importance of media and social media. Employment contracts and project descriptions should also comply with the law rather than simply being copied from old templates. For all these reasons I regard it as entirely practical for a company to obtain ongoing external legal advice. Where my own expertise has limits I work with specialists — in trademark law or in the international arena.