Your relationship with the media is an ongoing process; you don’t want to only appear to be available when you need them. Understand that as a criminal defense attorney part of your job is dealing with the media. Making the relationship less adversarial will result in a big payback. Ongoing contact goes a long way with reporters. Know which reporters cover the courts and white-collar crime cases and get to know them. They may change often so pay attention to those changes. See each change of reporter as a new opportunity. Like in any other business media relationships require ongoing effort and attention in order to be beneficial to your work.
Here are a few ways to endear oneself to the press.
|
Be as helpful and available as possible every time you work with a reporter. It sounds simple, but try it and you will learn that it really does differentiate you from much of your competition. In addition, don’t only be available to the press when you want something from them. Little things like offering to track down a supplemental source or providing background research will earn you a media reputation that you can profit from. Like the rest of us, reporters appreciate the opportunity to save time and effort. You can do just that if you:
- Accommodate no-show reporters. Attracting media to press conferences on the courthouse steps is a great way to get publicity. But what if a key reporter can't make it? Consider offering a copy of your presentation or speech--either ahead of time or after the fact--so the reporter can write as if he or she actually attended. It doesn’t take much effort and it is a gesture a reporter will remember.
- Socialize with reporters.Invite the key beat reporters of your local newspaper or legal trade publication to a get-acquainted lunch. If you already know them, make it a regular appointment so you can simply catch up. Leave the unspoken agenda loose. Talk over the media’s interests in stories and articles, and offer yourself up as a resource to the reporter. It never hurts to put a name with a face, and after that initial meeting, it is smart to keep your face top of mind.
- Spell names for reporters. Whenever you have a discussion with the media about any client, you should make it a habit to spell your own name, the firm's name, and the client's name. This practice is particularly important if the client name sounds unfamiliar, sounds like it could be spelled in several ways, or is any way unique. Send the reporter an email actually spelling out any names you may have discussed, or citations that will be helpful. Pay special attention to this rule if the reporter works for an international publication and is based outside the United States.
You know exactly how competitive it is in the field of criminal defense law, so remember that your extra effort could propel you to the top of the Rolodex the next time a reporter needs a defense attorney to talk to. You may not want the reputation of F. Lee Bailey, but you sure wouldn’t mind having his awareness quotient.
Tom Stanton is an Account Supervisor in Jaffe’s public relations group and has handled White Collar PR related to numerous high profile investigations, indictments and trials. Tom also served four years as a spokesman for the Cook County (IL) State’s Attorney’s office in Chicago. He can be reached at stantont@jaffeassociates.com or www.jaffeassociates.com.
|
|
