Julie Talenfeld, BoardroomPR

If you are a news junkie like I am, you understand why I am on edge. It seems like almost every hour another national crisis unfolds right before our eyes; and the compounding effect has made us all a bit frenzied. If you are a lawyer with major clientele, you are certainly feeling the heat.

The wave of COVID-19 litigation is fast upon us.

It's no secret that the onset of this international pandemic crushed the U.S. labor market, causing business owners (like this one!) to do everything in their power to keep their businesses running: layoffs, closures, reduced salaries all in record numbers. Over 30 million people filed for unemployment within the first two months of the pandemic, and this rocking of our system has already generated a spike in COVID-19 related litigation. Unpaid overtime, workplace safety violations, layoff and discrimination grievances — to name a few — are all on the rise because of the virus. And with most states enacting reopening plans, many anticipate a higher uptick in lawsuits from sick workers and sick customers alike.

For lawyers, navigating all of this turmoil with grace, compassion and swift action will prove extremely important to the credibility of their practice, and the credibility of their clients. As businesses brace themselves for an onslaught of lawsuits, here are a few best practices for lawyers to master the art of crisis communications and manipulate the media to their advantage; or for these times, let's say — to keep things from getting worse — and that's possible.

Words matter. Even describing a situation as a crisis from the outset gives it a certain heaviness, for example. It is important to be extremely thoughtful, delicate and selective with your words—whether it be internally within the firm, in dialogue with your client, and in front of the media.

Social media is a powerful tool, and it moves at a fast clip. This time in lockdown has undoubtedly cemented the power of social media to all. For crisis communications, this means that the media is anticipating a statement immediately on social and can often cut into vital preparation time between the attorney and the client. It is essential to find the right midpoint between preparation time and expediency in posting something to the digital ether.

Do not wait for the media to come to you. The perceived legitimacy of social media now also means that one can no longer wait for a media inquiry, or to see what leads a press release garners. Social media empowers us all to control the story and gain momentum long before the media catches on  — and on the flipside, our clients can be spoken about on social media by users at any point. We must be social media masters  — preparing our clients expeditiously, utilizing the tool to our advantage, and closely tracking user comments and conversations about the client.

Be compassionate without apologizing. We are all experiencing a collective trauma right now, and we must lead with compassion. The standard, cool lawyerly demeanor may not be the most appropriate way to interface with the media right now. Be empathetic throughout your communications—it will go a long way. At the same time, stand firm in your position.

Be truthful about navigating unknown territory. Given the unprecedented nature of this time, lawyers and clients alike will not have all of the answers. I recommend being deferential to the unknown than saying something that you might later regret.

Though the coronavirus will hopefully be just a bad memory soon, the repercussions to our businesses — and the corresponding lawsuits — will be with us for much longer. So long as you can navigate these hurdles with thoughtfulness, compassion, social media prowess, and at a comfortably fast pace, you will be able to set up their clients for success.

Julie Talenfeld is the founder and CEO of BoardroomPR, one of the largest PR and integrated marketing agencies in Florida specializing in media relations, online marketing, branding, public affairs and crisis communications. The firm has offices in Fort Lauderdale, Tampa, Orlando, West Palm Beach, Naples and Miami.