Media + PR in litigation for lawyers

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Presented at the 2012 Solo + Small Firm Strategic Solutions CLE in Duluth, MN by Fluence Media principal Blois Olson

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Media + PR in litigation for lawyers

  1. Law Firm PR
  2. WARNING This advice is free.Normal people don’t think this way. innovative insight. connected content. exciting executions
  3. Love them. innovative insight. connected content. exciting executions
  4. Hate them.innovative insight. connected content. exciting executions
  5. You have to deal with them. innovative insight. connected content. exciting executions
  6. When does PR Matter? innovative insight. connected content. exciting executions
  7. When does PR Matter?Is it a high profile case?• Criminal• CivilDoes the case have a unique angle?Could it help you settle?Will the other side use the media? innovative insight. connected content. exciting executions
  8. Who are you positioining?Client.Firm.Both. innovative insight. connected content. exciting executions
  9. Cases.innovative insight. connected content. exciting executions
  10. Trends.High profile cases to small/solo attorneys• Financial• Comfort level and relationshipLegal cases gain media traction• Celebrity/Person of Stature• Human Interest• Public Issue • Politics/Business innovative insight. connected content. exciting executions
  11. Using Outside PR Counsel. Value the expertise and relationships A “covenant” with the media Understanding of the legal process, legalissuesIt should NEVER supersede a legalstrategyLet the PR person be the filter innovative insight. connected content. exciting executions
  12. Using Outside CounselMedia Training Client/AttorneyProactive Media Outreach. Reporter Shopping Reporter Sharing innovative insight. connected content. exciting executions
  13. If you don’t have an expert. Do your homework. Screen the call. Do your research. Write it down. Think about the Judge/Prosecution Written Statement is Safest. You control the voice. innovative insight. connected content. exciting executions
  14. It’s not yet a case, just an issue…Employee Issue Dismissal/Disgruntled/Threat/Injury/Issu eRegulatory IssueInvestigation No ChargesCivil Case – Not FiledSignificant Internal/Customer Issue innovative insight. connected content. exciting executions
  15. Liabilities. If you’re not ready, the media will pounce. They don’t see you in the courtroom, butthey do see you in the media…it effects theopinion of your clients guilt or innocence. Your appearance matters. Plan your escape route, and your clientsescape route. innovative insight. connected content. exciting executions
  16. Be the Media. You don’t need the media. Control the content. Use the distribution channels that matterfor your business/client. innovative insight. connected content. exciting executions
  17. Firm + Practice. innovative insight. connected content. exciting executions
  18. What do you do for a living? innovative insight. connected content. exciting executions
  19. Firm PR Relationships with media / thought leaders Use the news. Rapid response Correspond when you DON’T wantsomething Use your content…see content marketingpresentation. innovative insight. connected content. exciting executions

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