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

1. Law Firm PR

2. WARNING
This advice is free.
Normal people don’t think this way.
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3. Love them.
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4. Hate them.
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5. You have to deal with them.
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6. When does PR Matter?
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7. When does PR Matter?
Is it a high profile case?
• Criminal
• Civil
Does the case have a unique angle?
Could it help you settle?
Will the other side use the media?
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8. Who are you positioining?
Client.
Firm.
Both.
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9. Cases.
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10. Trends.
High profile cases to small/solo attorneys
• Financial
• Comfort level and relationship
Legal cases gain media traction
• Celebrity/Person of Stature
• Human Interest
• Public Issue
• Politics/Business
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11. Using Outside PR Counsel.
Value the expertise and relationships
A “covenant” with the media
Understanding of the legal process, legal
issues
It should NEVER supersede a legal
strategy
Let the PR person be the filter
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12. Using Outside Counsel
Media Training
Client/Attorney
Proactive Media Outreach.
Reporter Shopping
Reporter Sharing
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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.
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14. It’s not yet a case, just an
issue…
Employee Issue
Dismissal/Disgruntled/Threat/Injury/Issu
e
Regulatory Issue
Investigation
No Charges
Civil Case – Not Filed
Significant Internal/Customer Issue
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15. Liabilities.
If you’re not ready, the media will pounce.
They don’t see you in the courtroom, but
they do see you in the media…it effects the
opinion of your clients guilt or innocence.
Your appearance matters.
Plan your escape route, and your clients
escape route.
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16. Be the Media.
You don’t need the media.
Control the content.
Use the distribution channels that matter
for your business/client.
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17. Firm + Practice.
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18. What do you do for a living?
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19. Firm PR
Relationships with media / thought leaders
Use the news.
Rapid response
Correspond when you DON’T want
something
Use your content…see content marketing
presentation.
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