Manchester law firm Pannone Corporate has strengthened its team with the appointment of four legal professionals.

Helen Fyles joins the firm as an associate partner in the insolvency and restructuring team, previously having worked at Knights plc and Mills & Reeve LLP. Helen will support partner Daniel Clarke in helping to develop and grow the team, bringing over 20 years’ experience advising all stakeholders in the insolvency process, particularly insolvency practitioners in their capacity as liquidators, administrators and trustees in bankruptcy. Helen also has particular expertise in insolvency investigations and pursuing delinquent directors.

Helen is joined at the firm by Jessica Boswell, who has been appointed as an associate in the dispute resolution team. Joining from JMW, Jessica will assist the team across a wide range of disputes covering general commercial contracts and professional negligence. She brings experience in breach of contract claims, misrepresentation issues and disputes with insurers in both an individual and business capacity.

Imogen Eastwood has been appointed as a solicitor in the commercial team. Joining from Deloitte LLP, Imogen will be responsible for advising clients on a wide range of commercial agreements across various sectors, ranging from trading agreements through to major projects.

Bradley Davies completes the current round of appointments, joining Pannone as a solicitor in the dispute resolution team. Bradley will support the team in advising on a wide range of areas, including real estate litigation, disputes concerning general commercial contracts, estates and trusts, intellectual property, IT and professional negligence.

Paul Jonson, senior partner at Pannone, said: “As a firm, we’re committed to hiring and investing in the brightest talent – people who possess technical excellence but also emotional intelligence.

“We recognise the value they can bring to the firm in helping us to deliver a personal, collaborative and client-focused service. I’m confident Helen, Jessica, Imogen and Bradley will be a real asset in our commercial, insolvency and dispute resolution teams as we look to build on our success in our tenth year of business.”

Radhika Das joined Pannone in July 2018 as a Paralegal from a well-known HR services provider. In the last six years, Radhika has progressed to become an Associate in the firm’s employment team.

Radhika began her career at Pannone mid-way through its 10-year journey at which point it was clear what set it apart from other firms. “I was aware of the Pannone name and that it is well respected in the industry,” she says. “When I joined, the firm had been going for four years post-MBO and I felt it was an exciting time to join.”

In that time, a lot has changed at Pannone, with the employment team, in particular, growing to eight lawyers – a team that has plenty of experience behind it. “I received a team sheet on my first day which had the details of my team members, including the years they qualified,” explains Radhika. “I remember being impressed by the experience in the team and that some of them qualified in the 1990s!”

But it’s the team approach that Radhika values the most about the firm. “It sounds cliché but the people really are the best thing about Pannone, definitely,” she says. “Even though we operate a hybrid model, the office is always busy on any given day, and I think that is because everyone here genuinely enjoys working with their colleagues.”

The last six years have thrown up some real highlights for Radhika, including helping to plan the firm Christmas party in 2019. “It was the best work Christmas party I have been to, even if I do say so myself!”

She certainly has a lot to be proud of. “I joined the firm as a Paralegal,” she explains. “I qualified as a Legal Executive in 2021, I went back to University in 2022 to do my LPC part-time whilst continuing to work, and I finally cross-qualified as a Solicitor in 2023. I took the more scenic route to qualification, but I would not change a thing.”

While the firm has undoubtedly grown and developed during her time at Pannone, so too has the business community that sits around it. So what of the next 10 years?

“The North West business community is already growing rapidly and I can only envisage that this will continue over the next 10 years to level up with the South,” she says.

“In terms of the firm, I would like Pannone to continue investing in its people and talent and to carry on supporting alternative routes to qualification. Without that support, I wouldn’t be where I am today,” she adds.

It’s hardly surprising that when asked to sum up Pannone in one word, the first that springs to Radhika’s mind is ‘talent’.

As part of our 10th anniversary celebrations, we wanted to speak to people across the firm – from those who were here at the beginning of our journey, to those who have joined us in recent years – to get their views on what makes Pannone what it is, and how the legal and Greater Manchester landscape has changed during that time.

In the first of a 10 blog series, we speak to partner, David Walton. He joined the Health, Safety and Regulatory team in March 2023, having worked in the legal sector for 32 years. During that time, he worked alongside Bill Dunkerley, Associate Partner at Pannone, who convinced him that he should come and speak to the firm when, at the end of 2022, he was exploring his vocational future.

“As a former business owner and practicing lawyer, I was in the enviable position of having a good insight into what the final years of my professional working life could and should look like and, upon meeting the senior leadership team at Pannone Corporate, I realised very quickly that I had found what I was searching for.

“I already knew the Pannone Corporate brand symbolised legal acumen and professionalism; lawyers practicing at the top of their game. That was confirmed very soon after joining the firm. However, what equally attracted me to Pannone and, what was confirmed when my feet hit the ground, was the sense of team spirit, bonding and trust that permeates through all parts of the practice. Management styles can differ greatly and are central to a firm’s success. The management style adopted across Pannone (transparent, fair, and one that rewards team players working towards a common goal), is one that I have always tried to emulate myself. Pannone is made up of honest, decent people who care in equal measure about their clients and about each other. In many ways it is an “old school approach”, but, ironically, in 2024, it’s completely in line with what a modern workplace should look like.

“It’s exactly one year since I stepped through the door to start my first day. I expected the transition from a firm I’d worked in for over 30 years, to a firm in which I knew very few people, to be challenging – particularly in light of my age! In truth, it has been rewarding, rather than challenging. I’ve been made to feel welcome by everyone I’ve met and the sense of team and comradeship is constantly in evidence. I’ve embraced bringing my area of specialism and contacts into a full-service commercial law firm and enjoyed working alongside the firm’s myriad of specialists. Bill and I have a vision for the HSR team, which is fully supported and which we are driven to deliver.

“The North West is continuing to grow and present itself as a realistic alternative hub to London. It’s entrepreneurs and internationally recognised sports teams enhance that reputation and, naturally, it is building a legal community to match. Pannone, a relatively small practice in terms of numbers, already punches above its weight in that North West arena. However, my reason for joining is to help those visionary founding partners, and those who have subsequently joined, to expand upon what has evolved and become even more of a player in the North West legal scene.

“If I had to think of one word that sums up Pannone it would be “trustworthy”. If I had to think of a second, it would be “team”!

In our latest instalment of My Life in Law, we catch up with employment solicitor, Lorna Shuttleworth.

She tells us all about her career journey with Pannone over the last five years and why she’d love to see more animals in the office!

When did you join Pannone Corporate?

I first joined Pannone Corporate in April 2019 as a paralegal in the real estate team. I left in September 2019 to complete my LPC and returned in September 2020 to start my training contract.

I’m now a solicitor in the employment team after qualifying in September 2022.

What was your role/experience prior to joining?

I graduated from university in 2018 and went to work for an investment platform in Salford Quays. My role was two-fold: Quality and Audit Supervisor; and CASS SME. I split my time between monitoring compliance with the FCAs CASS rules, training members of the client services team, and carrying out quality checks and audits.

Prior to and during my studies, I also worked in various roles including as a sales assistant at Next and in hospitality at Manchester United.

Why did you join Pannone?

Whilst at university, I undertook various vacation schemes and had a number of interviews at large national firms, but I didn’t feel that they were quite right for me. I decided to try a different industry but, after a few months, I realised that wasn’t for me either.

I came in to discuss the paralegal position at Pannone and was surprised at how welcome I was made to feel from the first day. I could tell that I would be supported and valued as part of a team.

What route did you go down, in terms of training and qualifications?

I studied law at the University of Leeds and graduated in 2018, moving away from law for a short while before starting as a paralegal at Pannone in April 2019. I then went on to complete the LPC alongside an LLM (Masters in Legal Practice) at BPP in Manchester and returned to Pannone to start my two-year training contract in September 2020.

Why did you choose this route?

I decided whilst doing my GCSEs that I wanted to pursue a career in law and knew early on in my degree that I wanted to be a solicitor. At the time, this was really the only route which was openly discussed for qualifying into private practice.

What is the most satisfying aspect of your job?

Finding a solution to a particularly challenging issue is always satisfying – one of my favourite parts of this role is that there is always a new challenge cropping up; it never gets boring!

What does a typical day look like?

Every day is different. In the employment team, we deal with both contentious and non-contentious matters, so I might be reviewing contracts and handbooks, or preparing for a tribunal. Most days, there are urgent queries to deal with, which could relate to any day-to-day employment issue from disciplinaries, grievances or managing sickness absence.

What are your career ambitions?

Personally, I’d like to keep learning and continue to improve. Over time, I’d also like to offer the same level of support that I have received to more junior members of the firm and help them to develop.

If you were managing partner for the day, what’s the first thing you would do? 

Bring in a ‘Cats in the Office’ policy – having my cat roaming around and popping up on video calls is the main thing I miss about working from home!

What would you be doing if you didn’t have a career in law? 

When I was at school, I always said I wanted to be a graphic designer – unfortunately, I wasn’t too talented at art or IT! I’d also love to do interior design, so maybe something creative.

What can lawyers/the legal profession do to better support clients? Does anything need to change?

At an individual level, I think we can all be better at open and honest communication, keeping clients updated – and avoiding ‘lawyer talk’!

In terms of the legal profession more broadly, more diversity and inclusion across the board would be beneficial – it would help us to better understand the needs of our clients and, as a result, support them in more appropriate way. I think the legal profession is becoming more inclusive gradually, but there is still more to be done.

What do you enjoy doing outside of work?

Since we spend a lot of our time at a desk, I love getting out for a walk somewhere quiet at the weekend when the weather allows! On a rainy day, it’s relaxing at home with my cat, Merlin. I also have a season ticket for Manchester City, so I go to matches with my Dad and Grandad.

Do you have any particular skills/talents that your work colleagues may not know about?

I used to do Latin and ballroom dancing when I was younger, although I’m not sure I’m very skilled in that anymore!

In the latest in our My Life in Law series, we speak to Paralegal, Humera Patel. Humera joined the firm in September 2021 having cut her teeth in the legal industry at Freshfields Bruckhaus Deringer and Forbes Solicitors, where she assisted on a variety of corporate matters.

We hear all about her typical day, career goals and balancing a love of keeping fit with a love of eating out!

Tell us a little about your role at Pannone?

I work as part of the Corporate Services team and assist by drafting, negotiating and reviewing legal documents during corporate transactions.

I have been lucky enough to get involved with a wide range of work – from mergers and acquisitions to company re-organisations, investments and company secretarial work. The list just keeps getting longer, but it’s brilliant to get an insight into the full spectrum of services we offer.

Why did you join Pannone?

Pannone is one the best known innovative and collaborative law firms in the North. I was initially attracted to the firm due to its high calibre of clients, but from my first interview I knew Pannone was the right place for me.

The people and the culture of the firm really enhanced my belief that it would be a positive and inspirational place to work and, having now worked here for over a year, I can confirm my assumptions were correct!

The approachability of the senior members of the firm fosters a collaborative and supportive environment which makes a huge difference.

What route did you go down, in terms of training and qualifications?

I went down the traditional route: I studied law at the University of Central Lancashire, before undertaking the Legal Practice Course at University of Law.

My aspiration of pursuing a career in commercial law stems from my interest in both business and law – the synergies between these two fields are constantly growing and encompasses various aspects. I was always intrigued with the complexities of the legal system and how legislation constantly evolves, knowing that my job would never be a boring one!

What is the most satisfying aspect of your job?

Completing a transaction and meeting the clients expectations – definitely. After all the hard work, it’s exciting to get a deal over the line.

What does a typical day look like?

Very busy! I start my day with checking my emails and going through the day’s tasks. I then attend the corporate team catchup meeting where we discuss our workload and capacity.

I always try to deal with the smaller tasks first thing so that I can focus on the larger tasks throughout the day. The smaller jobs usually involve drafting ancillary documentation, data room management, and responding to internal and external emails.

The larger tasks comprise drafting key legal documents such as SPAs, Disclosure letters and Shareholders Agreements.  In between drafting and responding to emails, I normally attend calls with clients and/or other side solicitors to negotiate and discuss legal documents.

Although the processes remain generally the same, the breadth of clients means that each day is very different and things can often crop up unexpectedly, so it pays to be prepared!

What are your career ambitions?

My immediate goals are to work hard and continue to grow my skillset and knowledge of corporate law. In the future, I aspire to train as a solicitor, build an impressive client portfolio and follow in the footsteps of the partners in the corporate team.

If you were managing partner for the day, what’s the first thing you would do? 

Give everyone a day off! On a serious note, I would organise a firm-wide social to get to know everyone in the firm better – the power of strong colleague relationships can’t be underestimated.

What would you be doing if you didn’t have a career in law? 

I would have become a primary school teacher; I really enjoy spending time with kids and seeing them develop. Not to mention the holiday perks!

What do you enjoy doing outside of work?

In my spare time, I enjoy going on long walks and to the gym to keep fit and healthy, this helps me to maintain a healthy work life balance.

I also enjoy socialising with my friends and eating together. I’m a total a foodie; I love trying a variety of different foods from different cuisines. I’d say my favourite is Italian –  I could eat pizza and pasta all day, every day!

James Harris joined Pannone in April 2022, having worked as a real estate partner at Knights plc and, prior to that, managing partner at Jolliffe and Co LLP.

As someone who knew from an early age that he wanted to go into law, James chose the traditional route into the profession to reach his goal, before eventually finding a home in real estate, where he specialises in residential and commercial property development, as well as licensing for restaurants and public houses. We caught up with James three months on from joining the firm, to find out more about the real estate partner and Ironman competitor!

What attracted you to Pannone?

Pannone is highly regarded as a forward-thinking firm, which is developing in a sustainable manner and sets out to put clients at the centre of everything it does. That really appealed to me and aligned very much with my own management and leadership style.

Tell us what a typical day looks like?

I’m sure everyone says the same that no day ever looks the same, but typically the day kicks off with staff supervision each morning. I enjoy aspects of what I do, but I especially enjoy the supervision of junior members of staff. The rest of the day is a mixture of departmental management, which can include performance and staff-related issues; working on client matters; and also the all-important job of business development.

As someone who always wanted to go into law, what are your career ambitions?

I want to build the most respected Real Estate Group in the North West and be part of the development of Pannone Corporate over the coming years.

If you were managing partner for the day, what’s the first thing you would do? 

I’d probably have to say, apply what I learned last time I was managing partner at Jolliffe and Co LLP and do it better this time! However, on a serious note, having that level of management and leadership experience hopefully adds another level to what I can bring to the firm and it’s something I’m very passionate about imparting on the team.

What would you be doing if you didn’t have a career in law? 

Given the area of law I’ve ended up specialising in, I would have to say property development. It’s a fantastic sector and one that’s always been central to the success of the North West.

Thinking more widely, what can the legal profession do to better support clients?

For me, client feedback drives development and clients need to know they can approach you on any matter. Everything then follows from there.

In our latest My Life in Law, we speak to employment director, Stephen Mutch, about his career in law and his love of bass playing in indie/alternative group, BC Camplight.

•  When did you join Pannone Corporate?

I’m what’s called a ‘one club man’ in football.  I joined Pannone Corporate’s predecessor firm as a fresh-faced trainee lawyer back in 2003. This isn’t actually that rare at Pannone Corporate – there are a good handful of people here who joined when I did.

• What was your role/experience prior to joining?

I joined Pannone straight from university, having completed a law degree at the University in Sheffield and a post-graduate in Chester.

• Why did you join Pannone?

They had a great reputation and a very varied portfolio of legal work. Even back then, they prided themselves on having a more human element than most firms – something I still think is true after nearly 20 years.

• Having gone to university, why did you choose this route?

I’m rather ashamed to say that back then it was simply what most people did. Progress has been made, in terms of alternative routes into a career in law, but there’s still a very heavy reliance on a ‘good’ degree from a ‘redbrick’ university to open up doors. Lots more still needs to be done.

• What is the most satisfying aspect of your job?

I like the intellectual challenge and getting to speak to and help people run their businesses. Employment lawyers are almost always a ‘distress purchase’, so it’s nice to help people with the problems or challenges their business are facing.

• What does a typical day look like?

I spend most of the day on the phone or emailing clients providing advice, mixed in with a healthy dose of preparing clients’ defences for employment tribunal proceedings.

• What are your career ambitions?

I’ve always enjoyed helping more junior lawyers navigate what can be a very difficult first few years, so more involvement in what I enjoy. That’s on top of the usual partnership, world domination type ambitions of course…

• What would you be doing if you didn’t have a career in law?

I would be a penniless and struggling musician (please see below)

• What can lawyers / the legal profession do to better support clients? Does anything need to change?

I think some lawyers can still be a bit stuffy. Rarer these days, but clients don’t want that kind of lawyer anymore. Being user friendly and pleasant to deal with is top of most client’s priorities.

• What do you enjoy doing outside of work?

I play bass in indie/alternative band, BC Camplight, which releases records under the Bella Union label in London, so that takes up a lot of my time. We’ve been on the radio a fair bit and get to do around 30-40 shows a year. We’ve toured in Europe and played some of my favourite venues, such as the Roundhouse in London and the Paradiso in Amsterdam (Nirvana played there!) – there were 3,000 people in the audience, and I turned off my own instrument for our last song. Not cool! Our next record is out in the Spring.

I am also a trustee for a local arts-based charity called Art with Heart. Check them out here  https://artwithheart.org.uk/

• Do you have any particular skills/talents that your work colleagues may not know about?

I would say ‘please see above’, but I bore everyone to death with my tales of the (not so) rock ’n’ roll lifestyle!

In our latest My Life in Law, we speak to paralegal Holly O’Farrell about her move from retail into law and her career so far as a legal apprentice. 

• When did you join Pannone Corporate?

I joined the firm in January 2020, so I only had a few months in the office before the first national lockdown was imposed in late March. So far, the majority of my Pannone Corporate career has been undertaken from home!  

• What was your role/experience prior to joining?

Before starting at Pannone I had been in private practice for approaching six years – at Clyde & Co for two years and then at Weightmans LLP. Prior to entering the legal profession, I worked in retail as a trainee assistant manager and ‘Style Advisor’ (read: personal shopper!). 

• What is your role at Pannone?

I am a paralegal in the construction team. I assist the head of construction with her day-to-day work and conduct some matters of my own under her supervision. 

• Why did you join Pannone?

What drew me to Pannone Corporate was the fact that it was a boutique firm that focused on commercial law and, as such, was a specialist in this area of work. The staff are so experienced because of that focus, and it has a hugely impressive roster of clients. As a result, the exposure and training available to a junior lawyer like me is fantastic. 

• What route did you go down, in terms of training and qualifications?

I am currently in the process of completing my CILEx qualification and will shortly qualify as a Chartered Legal Executive. 

• Why did you choose this route?

I began my legal career as a legal apprentice. I don’t have a degree – I withdrew from the University of Manchester because, despite the advice from all my teachers, I felt that university wasn’t for me. I loved the idea of higher education but, in reality, I found I wanted to learn in a more practical environment. As I was living away from home, I needed to ensure I was still earning, so an apprenticeship was ideal for me. Doing it this way also means that, by the time I am formally qualified, I will have had the benefit of eight-plus years’ legal work experience, which puts me in a great position compared to graduates and other newly qualified solicitors. 

• What does a typical day look like?

It might sound like an over-done answer, but genuinely each day is very different! In construction law, you do both contentious and non-contentious work. So, one day I may be working on a dispute for a client which might involve document review, possibly drafting submissions in adjudication or court proceedings and/or providing strategic advice to the client; the next I could be working on the contracts underlying a new building project, drafting a contract, or providing comments on a draft received from another firm to ensure that the client’s position is protected and there are no sneaky clauses in there that might cause them trouble down the line! 

• What is the most satisfying aspect of your job?

The most satisfying aspect of the job for me is its variety – I purposefully sought a role in an area that provided variation to keep me hooked. My manager in my first construction role told me that even after 35 years in the sector he was still presented with work that he’d never encountered before. After four years specialising in construction, this is certainly ringing true and I can’t wait to keep being surprised for the rest of my career. 

• What are your career ambitions?

Following completion of my CILEx qualifications, I am considering completing the SQE in order to cross-qualify as a solicitor. After I’ve achieved that I don’t intend to focus on any particular thing; I think there is some danger in having too fixed a plan. I just want to keep enjoying my work and be open to whatever opportunities arise. 

• If you were managing partner for the day, what’s the first thing you would do? 

Get the corporate credit card out and get everyone to the pub, after so many months apart! 

• What would you be doing if you didn’t have a career in law? 

I would probably have continued working in retail. I had ideas about moving into buying or visual merchandising. I definitely wouldn’t have continued in personal shopping. Pouring champagne and hoisting people into cruise-wear is not what five-year-old me dreamed of!

• What do you enjoy doing outside of work?

The usual – walking the dog, binging on Netflix and worrying that I don’t have enough hobbies! 

• Do you have any particular skills/talents that your work colleagues may not know about?

None that I wouldn’t be ashamed to admit to! However, I fancy myself as a bit of a dancer so, maybe when we’re all allowed to socialise again, I’ll get to embarrass myself! I do also have an excellent memory for song lyrics – in conjunction, these ‘talents’ result in quite the performance!

Radhika Das is a Legal Executive in the employment team at Pannone Corporate. In the first in our series, My Life in Law, she tells us more about how she got into the profession and life at the firm.

When did you join Pannone Corporate? I joined Pannone in July 2018, so coming up to three years ago.

What was your role/experience prior to joining? I worked at a large respondent firm in Manchester which provided Employment Tribunal support.

Why did you join Pannone? The Pannone name is really respected in the industry, and I wanted more exposure to a different type of work. In my previous role, I dealt purely with litigation and defending Employment Tribunal claims; at Pannone, I do everything from HR advice, drafting contracts and handbooks and litigation. I have also provided on site HR support to clients.

What route did you go down, in terms of training and qualifications? I graduated with a LLB law degree and went straight into full time employment. I started off doing claimant work for a Trade Union and then moved to respondent work in 2016. I qualified as a Legal Executive in April 2021, after doing three years qualifying employment and submitting a portfolio.

Why did you choose this route? I liked the idea of being able to work in employment law and do my qualification at the same. It’s meant that I have had lots of exposure in employment law.

What is the most satisfying aspect of your job? It always feels great when we get a win at Tribunal. Giving evidence can be tough for the witness, especially when the case is a particularly emotive matter such as a discrimination claim. It is really satisfying when a witness gets through that and gets a judgment in their favour.

What does a typical day look like? It is really varied. One day I could be doing a telephone preliminary hearing, and on the same day I could be advising an employer about whether it is legally safe to dismiss an employee. The next day, I could be meeting with witnesses to take their statements or attending Tribunal – no two days are the same!

 What can lawyers / the legal profession do to better support clients? Does anything need to change? I think technology is the way forward. Everything in our lives is so much more accessible and I think the legal profession still has some work to do in that regard. COVID-19 has certainly raised some challenges for all sectors, but I think some changes may be around to stay – for example, electronic bundles and video hearings, which have worked really well in most circumstances.

Yesterday’s ASA (Advertising Standards Authority) report on influencers highlights that over a three-week period, 65% of the Instagram stories monitored (over 15,000 stories) were not clearly labelled and identified as advertising content (as required by the CAP Code).

This ASA report has put influencers promoting products on social media back under the spotlight as so many have failed to meet the compliance standards required. The headlines focus on the fact influencers may be named and shamed if they don’t comply, but what does this mean for the brands and retailers that build campaigns around these partnerships?

The background

The code requires that any paid for advertising is clearly labelled with #ad or similar and social media companies have introduced tools to allow brands to advertise more transparently on their platforms, such as through the “Paid partnership” tag on Instagram. For a while, it did seem that celebrities and influencers were using the ad hashtag, after a few high-profile mistakes, but this has clearly fallen off the radar in recent times, at the same time as massive growth in this form of advertising.

The main issue is the huge disconnect between the ASA focus on protecting consumers from subliminal advertising and the influencer’s priority of maintaining an “authentic” image that is not tainted by sponsorship. The appeal of these social media pages is that they give followers an insight into the “real” life of the influencer or celebrity, which is aspirational and which many followers will want to emulate. If the followers realise that the content is only being promoted due to the financial relationship with the advertised brand, the content will naturally lose some of its appeal. In turn, this can lead to the influencer losing followers and this diminishes their appeal for other brands. It’s a bit of a vicious circle.

What does it mean for brands and retailers?

In the early days, big brands worked very closely with any talent representing their brand to ensure that the content they pushed out set the right tone and was compliant. Brands have moved away from this with influencers, most likely due to the push by influencers to maintain control of their channels and their image. In turn, brands have likely left responsibility for compliance with the influencer, which is not always the best move. Brands should consider doing their own due diligence on an influencer’s track record for compliance as part of their partnership campaign planning.

Brands have a lot to lose by picking the wrong influencer and falling foul of the CAP Code. Consumers often put a lot of trust in the accounts they follow and if they feel they have been misled or manipulated, they will quickly switch off from the influencer and the brand. It can be very difficult to come back from online setbacks as numerous brands have shown; but well targeted campaign can be hugely successful. Over the coming months, expect to see more collaboration and guidance from brands with influencers to make sure they hit the right mark. But if the media spotlight moves on to something else, you can expect to see these practices slipping back in.

 The high-profile spat between Dolce and Gabbana and Diet Prada continues to create quite a stir among fashion circles – long after the now-infamous D&G ad campaign in 2018, which set this whole public affair in motion. The Italian brand has accused the self-professed ‘fashion watchdog’, Diet Prada, of fuelling a large-scale backlash to its misjudged ad, by unleashing a volley of social media content, as well as its contended “illegal publication of Stefano Gabbana’s private conversations” on Instagram.

Dolce and Gabbana alleges that by way of their heavily followed Instagram account, Diet Prada’s founders initiated a “smear campaign”, consisting of “serious and repeated defamatory conduct” aimed at harming the Italian brand to the value of €3 million in damages.

While the long-running legal battle is being played out in foreign courts, it poses some very pertinent questions that are as relevant to UK companies as they are to global brands – namely, the growing role social media is playing, not only in acting as a medium for defamatory comment, but being used as a tactic for applying pressure on the opposing side during legal proceedings.

Applying pressure in the hope of a settlement is nothing new; using such a public platform in which to do so is certainly a growing trend. Social media has popularised and accelerated many things in society – its vast reach, instant impact, and widespread adoption, makes it a perfect channel for engaging with untapped audiences and amplifying your message.

However, there’s a big disclaimer that comes with using this method to interact with people – whether you’re a business or an individual. Defamation occurs when someone causes substantial harm to the reputation of another by publicising a false statement – inappropriate or ill-considered written words, posting private correspondence in which allegations about someone else are made, sharing, forwarding or commenting on news or gossip, will all potentially be grounds for a libel case.

It’s so commonplace to use the likes of Instagram as a means of communicating with people, it becomes second nature to share material on the platform; it’s vital however that companies think twice about using social media channels as a pressure tactic in an ongoing legal case, or as a means of attacking competitors given the risk such behaviour could expose you to.

It’s essential to tread carefully when using social media and other media outlets for any form of publicity, whatever the motivation, and equally important to recognise when it’s happening to you as a business. When does a social media post cross the line? Where do the boundaries lie? Has something happened which harms your or your business’ reputation? Can you legitimately object and challenge the way in which a competitor has spoken about you on-line?  Once subject to targeted attack, the erosion of your reputation can be difficult to recover from.

As a business, it’s important to understand your rights when it comes to instances of defamation and the breach of privacy of your staff and directors, and to engage in PR and other business strategies appropriately through the right channels. Dolce and Gabbana’s bitter duel with Diet Prada has been played out in a very public way over a number of years. Businesses need to avoid airing their dirty (even if fashionable) laundry in public – it is ultimately and inherently unattractive, being publicity for all the wrong reasons. Instead, harnessing the power of social media positively to facilitate the creation or exchange of information in order to promote a business is much more likely to give that business greater longevity and credibility.