You know the reality well: media crisis comes with the territory when you are a criminal defense attorney. But while some of your colleagues may choose to run for cover when the crisis hits, you should use the opportunity to separate yourself from the pack by shining under pressure. As they say, pressure can either burst pipes or shape diamonds. Here are five tips that will help you morph a crisis situation into a useful marketing tool for your defense law expertise.

1. Confirm the facts. Before speaking to the media, create a short list of internal and external people with whom you need to communicate with during the crisis, gather the information available and stay in touch only with these contacts as the situation unfolds. Appointing one individual as the spokesperson assures credibility and ensures that no mixed messages are disseminated. That one person is you.
2. Don’t sacrifice accuracy to meet deadlines. When news is hot and your client is the subject, the media can and will swarm like a pack of wolves. Remember, even as they demand answers now, the priority is providing accurate information, even if it means missing a reporter’s deadline. No matter how fiercely they demand a response to insert into their evening newscast or morning newspaper, the reality is that news today is a 24-hour cycle, and the next deadline is never far off. Certainly provide an initial response to acknowledge a media inquiry and “feed the wolves,” but know that providing rushed or inaccurate information will cause more problems for you and your client than making a reporter wait a bit longer for your full message.
3. Develop and refine key messages, and stick with them. Like you, media members are professionals, and what they do best is ask pointed questions. When your client is in the media’s crosshairs, the preparation that you put into shaping key messages will lift your confidence. Your message may entail one simple point, or several, but each message should be concise, measured, and delivered with a degree of articulation which conveys that you are in control. The media’s questions may be wildly varied, and they will be persistent, but with practice, you can steer every response back to one of your message points. Think of it this way: Answer the question you wished they had asked. That way, you will stay on point and gain a reputation as a defense attorney that cannot be rattled. Remember, this is not a deposition and it is not a court of law, but rather a court of public opinion.
4. Anticipate and prepare for the toughest questions. Once an arrest is made or an indictment or verdict is announced, taking 20 minutes to gather your trusted advisors to conduct a mock interview session can be extremely useful. If circumstances dictate that you don’t have others to assist you, simply ask yourself: what questions will the press focus on, and how can I reply in a way that communicates my message? Are there any stories or “color” I can inject to help sell my key points? This quick briefing session will help to position you as a defense attorney who is informed and agile in fielding questions.
5. Be accessible throughout the crisis. Few things will arouse more suspicion or deeper inquiry than the defense attorney who fails to return a phone call or who has no comment. The simple act of responding to a media inquiry, no matter how brief your reply, shapes you as a true professional worthy of respect. Remembering to always stay on message and make yourself available throughout the various stages of a crisis and you will gain credibility from reporters that could translate into coverage that is definitely more favorable for you and your client.

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.