Most PR people know about setting ground rules for a reporter interview, but most attorneys probably don’t. The vast majority of the time, you won’t need them, but there are times when ground rules can be indispensable. “Ground rules” is originally a baseball term that refers to the rules that apply to specific ball parks, or grounds. Those rules are set in advance of the game or the season, and they specify what the result is, say, if a ball hits the edge of a fence or if it lodges in ivy on the wall. In PR, “ground rules” refers to the terms of an interview, also set in advance. What statements by the subject of the interview can be used? What topics are off limits? What answers will be off the record? Is the whole conversation off the record? If you as a PR person think that a reporter…

All PR people have been in this situation: You work hard to pitch a good story or set up a good interview, and a journalist responds to your pitch and seems to be ready to publish something. But at some point before the piece is published, you get the sense that your efforts are being “rewarded” with a story that isn’t going to go the way you want it to. The reporter may be taking an angle that is unfavorable to your client or may be de-emphasizing your client’s point of view. The situation may not be your fault, but the lawyer or the law firm isn’t going to be interested in hearing about that. What should you do, and what should you not do? Do go directly to the reporter on the story in a timely manner with a phone call that is pointed but polite. Ask her if…