Legal PR 101: What You Need to Know to Get the Word Out
So you've just won a huge case for your client. You worked long hours doing research, preparing your client for court, and gathering evidence. Now it's time to let the world know about the verdict.
April 17, 2018 at 12:00 PM
5 minute read
So you've just won a huge case for your client. You worked long hours doing research, preparing your client for court, and gathering evidence. Now it's time to let the world know about the verdict. When publicizing litigation, there are things you have to be careful of. Here are a few tips to make sure you don't end up on the wrong side of the law.
Know your limits. Check with your client before you make any moves. Do they want to publicize their case, or do they just want to move on? Was there an agreement in your contract? Don't cross any boundaries, or you could end up not only ruining a relationship, but with a breach of contract.
The Five Ws. If you do have the green light to proceed, make sure you know the case inside and out. Remember, everything is public record, so reporters will ask you for details. To make sure their story is accurate, you need to be on your “A Game” when it comes to knowing the timeline of events, who was involved, any obstacles you faced and previous related cases.
On your toes. Be prepared for difficult questions. If your case is controversial, it's likely that some hard-hitting questions will be asked. Stumbling over your words can make you look like an amateur or that you have something to hide. Consider having pre-crafted answers ready just in case.
Stay hushed. Be careful not to release any privileged information. Even though the case is over, you don't want to spoil your reputation as the attorney who can't keep information private. If the case has not yet reached a final verdict, you need to be careful about what you say. Don't comment on pending litigation. You don't want the other side to be able to use it against you in a court of law.
Who's got it covered? Who has written on similar topics in the past? Is there someone assigned to a court or legal beat? Those are the reporters you want to target when looking for coverage. Local daily papers are great for reaching the general public, but don't forget about your vertical industry and trade publications. Online groups such as Legal Eagle South Florida cover all of the area's top legal happenings. With a little bit of research, you can find the right audience. Your marketing department or an outside firm should have these reporters and their contact information on file and up to date.
Conference. Consider holding a news conference for significant verdicts or decisions. This will help spread your message in the way you want it conveyed. You can address any rumors and set the record straight with facts. Again, make sure you invite the right people. Use an online live stream so people who could not attend in person can still tune in.
Watch what you say. You just won your case. Be confident that justice was served, but not arrogant. One small thing could have thrown the case in the opposite direction. Be tasteful in any victory or defeat.
The whole picture. Besides winning, what does this case mean for the future? Are there other people in similar situations that need legal representation? Will this outcome change the future of litigation? This can be your chance to bring in more cases, or become the face for advocating for change.
Read all about it. Use social media to share any articles on not only firm pages, but individual and personal channels as well. Consider establishing a hashtag so people can easily search for news regarding the case. Your firm's website should have a newsroom where you can post any links to stories, radio interviews or taped news segments. Make sure your bio page has these links too. This is where the news will live forever. The more places you can connect yourself, the better.
PRO TIP: Make sure you tag your firm in your posts. You want people who are looking for more information or ways to contact you to do as little work as possible.
No news? No problem. Even if you don't go to the media with your victory, you can still use the verdict in award applications, alumni class notes and biography milestones. Attorney of the Year, Top Verdicts, Up and Comers, and Lifetime Achievement award nominations typically include sections for bragging and letting the judging panel know why you are deserving.
You worked hard not only on this case, but even just getting here. From your LSATs, long nights studying in law school to passing the bar, you deserve a little bit of credit.
Julie Talenfeld is the president of BoardroomPR, an integrated marketing and PR firm based in South Florida. She can be reached at [email protected]
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