PR and the law

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You can play with the law but you cannot play with the justice

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PR and the law

  1. 1. The winning PR approachagainst the law cases crisisFirsan NovaManaging DirectorNexus Risk Mitigation and Strategic CommunicationPT. Denandra Stratejik
  2. 2. Publicity and the law Today, publicity and public relations havebecome so important, particularly in highprofile legal cases, that many times suchactivities become more critical than event inthe courtroom –in the rare instances whensuch cases actually reached the courtroom. Despite, increasing use by lawyers of publicrelations strategies and method, the job oflawyer differs markedly from that of a publicrelations counselor.
  3. 3. Publicity and the law In 1997, when Air Force bomber pilot Kelly Flinn(adlh satu2nya pilot perempuan dijajaran angkatanudara elit di Amerika, pesawatnya B52)was chargedwith adultery, violating a direct order, and lying toher superior, she and her advisor seized anunprecedented strategy on the way to her court-martial: they went public. After tearful appearanceswith her family on 60 minutes and interviews with allthe major media, lieutenant Flinn convinced AirForce Secretary to grant her a general discharge,thus staving off a tidal wave of negative publicity forthe military.
  4. 4. Lawyer & PR A lawyer tells you what you must do, a PRprofessional tells you what you should do. A lawyer, correctly, must counsel the clienton how best to perform in a court of law. APR must counsel a client on how to performmost effectively in another court –the court ofpublic opinion. (PR menunduk dan tdk adakomen maka 65% sudah dicap bersalah)
  5. 5. The winning public relations approach Lawyers as public relations person Power of the media the importance and power of the media cannot be overemphasized. The firstimpression the public gets is usually the one that is most important No comment … it adds absolutely nothing and leave the public with negative impression Lying to the media It is never a good idea to lie to the press. … Media relationship Responding to the press Framing answers The tabloid (jgn dealing dgn tabloid krn tabloid tukang gosip) Cooperating with tabloid only gives them a legitimate source of informationwhich can be misquoted or taken out of context and does little good for yourclient Dealing with TV hordes
  6. 6. The legal concerns of public relationstoday1. The first amendment2. insider trading3. Disclosure law4. Ethics law5. Privacy law6. Copyright law7. Internet law
  7. 7. Public relations & the legal profession1. Become an equal partner with legal counsel2. Combat the legal “No Comment” syndrome(jauhi No comment)3. Take the initiative in makingannouncements4. Research the background of the jury5. Winning may not be everything6. Beware of leaving a paper trail
  8. 8. Litigations Public Relations1. Learn the process2. Develop a message strategy1. Think about what should be said at each stage of trial.3. Settle fast4. Anticipate high-profile variables1. Often in public case, everybody gets into the act.5. Keep the focus positive6. Fight nicely1. Wars are messy, expensive and prone to producecasualties
  9. 9. Peran PR dalam kasus hukum dipengadilan. Sebelum kasus ke PengadilanKasusBerita dari mediamassa akandigugatPeran AdvokatMenunggu suratpemberitahuan daripengadilanPeran PRMenerangkan mengapa gugatanbisa terjadi & meraih simpatipublikDimintaiketerangan olehPolisiMengadakan PraperadilanMeminta Klien bicara denganmedia massa & menjadiwarganegara yangbertanggungjawab dan tetapmenggunakan hak-haknyaPanggilanpengadilanKonfirmasi belumatau sudah menerimasurat dari pengadilanMempersilakan klien memberikanketerangan kepada media bahwadia akan menghadapi gugatantersebut
  10. 10. Peran PR dalam kasus hukum dipengadilan.Saat Kasus diproses PengadilanKasus Peran Advokat Peran PRBukti-buktimenunjukkan klienbersalahAdvokatmenunjukkanbuktisebaliknyaPR membantu advokatmenjadikan bukti-buktimudah dimengerti olehmedia untuk disampaikan kepublik. Agar publik dapatmelihat sisi masalah inisecara lebih berimbang
  11. 11. Peran PR dalam kasus hukum dipengadilan. Pasca Keputusan PengadilanKasus PeranAdvokatPeran PRKliendinyatakanbersalahNaikbanding(Klien sebetulnya tidak bersalah)Mendapatkan simpati denganmengatakan latar belakangpsikologis mengapa melakukan haltersebut.(Klien sebetulnya bersalah)Memanfaatkan media untukmembeberkan fakta-fakta yangmenunjukkan hasil sebaliknya
  12. 12. Media Relations Kasus Hukum1. Mendudukan data dan kronologis peristiwa.seandainya kt blm tahu kejadian trsbt maka ktharus blg kpd wartawan bahwa kt blm tahukejadian trsbt dan akan mengabari scptnya stlhmdpt kbr.(dgn data yg terumpul lbh dr 50%)2. Menumbuhkan “pohon informasi”3. Segmentasi penyimpangan informasi4. Mengembangkan sikap yang sesuai denganmasalah yang berkembang
  13. 13. Adakah kemungkinan PR dituntut? Jika PR dituntut1. Pelajari kasus posisi2. Kumpulkan dokumen3. Minta pendampingan advokat

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