Featuring Priscilla Mendes, Pogust Goodhead
When litigation spans continents, involves hundreds of thousands of victims, and threatens corporate giants, communications becomes as critical as the courtroom. Few know this better than Priscilla Mendes, who leads PR and political strategy for the international law firm Pogust Goodhead.
With roots in journalism, politics, and PR in Brazil, Mendes joined Pogos Goodhead three years ago to help navigate the global media and political landscape surrounding one of the world’s most consequential environmental cases: the lawsuit against mining giant BHP for the 2015 Mariana dam disaster in Brazil.
A Catastrophe With Global Impact
The collapse of the Fundão dam in 2015 killed 19 people and unleashed environmental devastation stretching hundreds of miles. Pogos Goodhead represents 620,000 victims, including traditional river communities whose lives and livelihoods were shattered.
After a decade of legal battles, the firm recently secured a historic victory: the English courts found BHP liable for the disaster. It is the first time anyone has been held legally accountable for the catastrophe—and a milestone moment for environmental justice.
Building a PR Strategy for a Multinational Legal Fight
Mendes and her team constructed a communications strategy designed to shift public pressure, elevate survivor stories, and counter the influence of one of the world’s largest mining companies. Their approach included:
Centering the Voices of the Victims
Victims traveled a number of times to London to meet directly with British journalists, NGOs and politicians. Putting real faces to the numbers helped reframe the narrative globally.
Coordinating PR Across Continents
Brazil, the UK, and Australia each had distinct political landscapes and media pressures. Coordinated messaging ensured stakeholders worldwide heard consistent, credible updates.
Anticipating Corporate Pushback
The team faced predictable—but relentless—attempts to undermine the case through media attacks and political pressure. Their job was to stay three steps ahead while keeping the story anchored in facts and humanity.
A Landmark Step Toward Justice
The recent court ruling holding BHP liable marks a watershed moment for victims who have been fighting for justice for 10 years. For communicators, it underscores how vital sustained, strategic PR is in long-running, high-stakes litigation.
What Boutique PR Agencies Can Learn
Mendes shared several sharp insights that resonate deeply with boutique firms:
Boutiques Are Built for Battles Like This
Small, deeply embedded teams outperform big agencies when agility, discretion, and high-touch involvement are required.
Legal and PR Must Move as One
In global litigation, PR can’t trail behind legal—it must be part of the strategy from day one.
The Media Landscape Is Not Neutral
Corporate influence is real. Strategic PR requires understanding that reality and navigating it without flinching.
Adaptability Is Non-Negotiable
Political climates shift. New filings drop. Public sentiment swings. The PR strategy must evolve continually—not quarterly.
The Bottom Line
The Mariana case shows how PR can become a force multiplier in global litigation—supporting justice, protecting victims, and ensuring powerful institutions don’t control the narrative.
It also proves something PRBI members know well: in moments that matter, boutique PR firms deliver outsized impact.