Category

Media Training

Media Relations, Media Training

Setting Ground Rules for a Reporter Interviews

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…

Read more
Related posts
What to do When You’re Not Happy With the Reporting
January 15, 2019
Why the Turtle Never Wins the Race
November 9, 2018
Target media outlets that target your clients
October 4, 2016
Media Relations, Media Training

What to do When You’re Not Happy With the Reporting

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…

Read more
Related posts
Setting Ground Rules for a Reporter Interviews
January 30, 2019
Why the Turtle Never Wins the Race
November 9, 2018
Target media outlets that target your clients
October 4, 2016
Media Relations, Media Strategy, Media Training

When to Politely Decline a Media Request

The old cliché about publicity is that any kind, even bad publicity, is a good thing. Like many old clichés, this one deserves to be relegated to that place where old clichés go when they are tired and worn out. Not all publicity is good, especially in the legal industry. But it is often difficult to determine whether an opportunity is good or bad, and that’s when the wisdom of PR professionals can offer tremendous value. This is one of the little-noticed, but most important jobs of a law firm PR person. Just as lawyers are called on by clients to share their perspective, point of view and help weigh relative merits, we help our clients determine which opportunities are worth exploring and which deserve a polite “no thank you.” To illustrate this point, here are some real-world examples of when it is best to pass on an “opportunity”: When…

Read more
Related posts
Setting Ground Rules for a Reporter Interviews
January 30, 2019
What to do When You’re Not Happy With the Reporting
January 15, 2019
Why the Turtle Never Wins the Race
November 9, 2018
Media Relations, Media Strategy, Media Training

Media Relations is Always in Style

Trends come and go, but strong media relations and a smart strategy is always in style. We are often asked to talk about the ROI of media relations, and here is a quick story of how working with the media can result in new business opportunities in unexpected ways. A leading fashion industry publication reporter was on a short deadline and needed a comment from a lawyer on brand licensing. The lawyers I work with love the opportunity to talk to the media, but in this instance, the reporter asked for comments via email rather than a phone interview. While our clients prefer the phone, the upside is it can be much easier to write comments, and there a nearly 100% guarantee the lawyer quote will be accurate. Knowing one of our clients represents celebrities, athletes and other high profile individuals who seek to license their names and products to…

Read more
Related posts
Setting Ground Rules for a Reporter Interviews
January 30, 2019
What to do When You’re Not Happy With the Reporting
January 15, 2019
Why the Turtle Never Wins the Race
November 9, 2018