While your law firm likely has a standard media relations protocol in place, each lawyer also has a certain “way of doing things” when it comes to media outreach. These differences can vary sharply based on practice group, office, or personality. In addition, each reporter you work with will have his or her own unique style of interacting with attorneys at your firm. So, how do you get everyone on the same page?
- Offer to provide a “Media Training 101” at a firmwide or practice group lunch. A short 15-minute presentation is a great way to explain the firmwide approach to media, set ground rules and field questions.
- Each time you work on a media relations campaign, make a point to clarify the goals, target outlets, timelines and potential pitfalls. This saves everyone from unnecessary misunderstanding or frustration down the road.
- Reporters and attorneys alike have different understandings of “on the record,” “on background,” “not for attribution,” etc. In addition, some reporters may agree to send a quote for advance review, while others won’t. There are no standard industry definitions or policies, so agree on the rules before the interview starts.