Prepare for the Firm's Media Crisis
- Topics:
- Public Relations
- Tags:
- Advertising & Promotion,
- Human Resources,
- Legal Times,
- Marketing,
- Media Training,
- Spokesperson,
- Training,
- Workforce Management
- Source:
- Legal Times
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Overview: Law firms have a lot to think about: keeping clients happy, turning a profit, and marketing the firm, to name just a few. They certainly do not want to worry about a shake-up within their own organization. But while many lawyers already know how to speak to a reporter about a routine client case that has gone to trial, most don't know how to act as spokesperson and handle a barrage of media inquiries when their own law firm is in trouble. The key to getting the message heard and interpreted succinctly is: practice, practice, practice. One should not wait until a big story hits your firm to take a crash course in media training. One will run the risk of making a huge public relations faux pas. Instead, it would be wise for the key spokesperson to get involved in a media training session every year. By hiring an outside consultant to conduct a training session, you can fine-tune your media skills and be more prepared for a crisis. The obvious benefit of training is that it boosts confidence and can help you steer any negative questioning into a more positive statement. There are three critical stages in crisis communication: preparation, action, and review - otherwise known as before, during, and after. Key partners should form a crisis management team, create a plan, designate a spokesperson, prepare information and rehearse.
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Format: HTML | Date: Jan 2003 | Pages: 1
