Standing with Civilians: Our Pro Bono Work in Times of Crisis

In PR parlance, a civilian is someone who has not sought out fame, yet becomes the focus of unwanted attention from the media and the public. This is most often the case after a high-profile or headline grabbing tragedy. Survivors and family members of victims of scandals, mass casualty events, or highly publicized acts of violence are suddenly thrust into an unforgiving spotlight. They become targets not only for zealous news organizations desperate for an exclusive scoop, but also for a new wave of digital opportunists.

Increasingly, civilians find themselves stalked online by so-called “armchair detectives” eager to play investigator, bloggers and “citizen journalists” hoping to make a name for themselves, conspiracy theorists and hoaxers looking to rewrite reality, and “keyboard warriors” or cancel mobs who turn grief into sport. For the already grieving or vulnerable, the internet becomes another layer of victimization.

This is where Merrell Strategy draws the line.

All of our work in mass casualty incidents is provided pro bono. We believe no family should have to shoulder the financial burden of defense against secondary trauma, online harassment, or media exploitation. Our team steps in to stabilize the narrative, protect survivors, and shield victims’ families from unnecessary residual suffering. We can work closely with the civilian’s existing legal team or assist them in developing one.

For us, this is more than strategy. It is about restoring dignity when the world seems determined to strip it away.