Profiting With Public Relations

Why Media Interviews Without Preparation Just Don't Work.

Confronted with a competing  array of duties and responsibilities, recently, I've  come across several attorneys who want to learn how to think on their feet during press interviews.

Normally, I would say having the ability to think on one's feet is a good thing,  but from a media relations training perspective it is a big NO. The discipline of preparing for an interview  in advance and rehearsing depending on the media outlet is very beneficial both to the attorney and firm. After all, you've only got one shot to put your best foot forward.

Lawyers need to understand and accept that they have complete control of what comes out of their mouths during the interview process, but  DON'T control the interview process, questions asked, interviewer sensibility, story angle the reporter is focusing upon or the content of the story. Therefore, spending time on preparing  is crucial, particularly if you want to build your relationship with the  reporter.  Your public relations agency  should as part of its scope of duties provide a 101 Media Relations primer to attorneys  designated to speak to the press. Refreshers are always a good thing.

Preparation varies according to the type of story and scope of interview. I've seen interview when its taken less than 15 minutes to a full day depending on the importance of the news organization, complexity of the subject matter and level of controversy.

Media Training: When Is An Interview On The Record?

Always!

Like most  of my friends,  I've been captivated by the current presidential primaries, particularly on the Democratic front. I have a couple of friends actively involved in both campaigns. So you can imagine some of the discussions.

As a public relations professional, I'm always paying attention to how candidates respond to reporter's questions, which programmes they appear on and why? what tactics they adopt to avoid uncomfortable questions, etc. Conversely, I'm also a  keen observer of watching how and what the press selects to cover.

Last month, Barack Obama's adviser Samantha Power, a Harvard professor and Pulitzer Prize winner, whilst talking to Gerri Peev reporter, from  The Scotsman, committed a couple of mistakes. Mistakes that ultimately lead her to resign from the campaign.

So, what lessons can we learn:

1. Mistake One: Know and understand the parameters of an  interview with journalists, especially if they are with foreign publications.  (If you don't have the time or your public relations folks haven't done their home work (fire them!) ALWAYS ALWAYS assume everything is on the record!

2. MIstake Two: Know thyself. Don't schedule interview when you are exhausted and jet lagged, especially  when different time zones are involved. If you are talking to a reporter from a foreign publication,  play it safe and assume its on the record.

3. Mistake Three: Regardless of the fact that you may be very good friends with the reporter always assume that everything is on the record.

To find out how to manage interviews with the press, contact me.

Always!

Like most  of my friends,  I've been captivated by the current presidential primaries, particularly on the Democratic front. I have a couple of friends actively involved in both campaigns. So you can imagine some of the discussions.

As a public relations professional, I'm always paying attention to how candidates respond to reporter's questions, which programmes they appear on and why? what tactics they adopt to avoid uncomfortable questions, etc. Conversely, I'm also a  keen observer of watching how and what the press selects to cover.

Last month, Barack Obama's adviser Samantha Power, a Harvard professor and Pulitzer Prize winner, whilst talking to Gerri Peev reporter, from  The Scotsman, committed a couple of mistakes. Mistakes that ultimately lead her to resign from the campaign.

So, what lessons can we learn:

1. Mistake One: Know and understand the parameters of an  interview with journalists, especially if they are with foreign publications.  (If you don't have the time or your public relations folks haven't done their home work (fire them!) ALWAYS ALWAYS assume everything is on the record!

2. MIstake Two: Know thyself. Don't schedule interview when you are exhausted and jet lagged, especially  when different time zones are involved. If you are talking to a reporter from a foreign publication,  play it safe and assume its on the record.

3. Mistake Three: Regardless of the fact that you may be very good friends with the reporter always assume that everything is on the record.

To find out how to manage interviews with the press, contact me.

Are You The "Go To" Attorney For The Media?

Last year a very bright young attorney in the New York area participated in our 8 week teleseminar, "How To Grow Your Law Practice on A Shoe String Budget", given by yours truly and my partner in crime Allison C. Shields of Lawyer Meltdown.  One of the sections of the teleseminar focuses on media relations as an important component of business development strategy for law firms.

Our bright young attorney confessed, that at this point in his firm's growth he did not feel comfortable working with the media. Well, fast forward a few weeks after the seminar....

I received a call from the same  attorney, informing me that he had spent the better part of an hour working with a reporter from The New York Times, helping them understand complexities of a case. While excited, I could sense a bit of disappointment in his voice. And then he dropped the news, he wasn't referenced in the article. I understood his dismay, he had after all, spent an hour of billable time with the reporter.

Although the attorney didn't get quoted, the good news is that he took some giant leaps in forming a relationship with a reporter, from one of the countries most influential newspapers.

The attorney:

• had answers to the reporters questions.
• took his time and made sure the reporter understood all the legal jargon.
• had the opportunity to showcase his expertise and knowledge.

From the reporter's perspective: they now have another credible source to add to their database, someone who knows what they are talking about and RESPONDS in a timely manner.

You can bet your bottom dollar that this reporter is going to call on this attorney for help in any similar stories.

What is a source?

1. Someone who gives short, concise quotes and responds quickly to ALL media requests.
2. Although they may not have the answers but will take the initiative and time and look into their network to help the reporter out.
3. Someone who is very familiar with the reporter's beat and regularly sends story ideas and developments in that area.

It is important to remember, that most reporters cover several different areas, and  constantly require help in understanding the intricacies and complexities of different stories. Sources are their bloodline.

So, whether you are just starting to build your practice or are a seasoned attorney how do you become the 'go to' source for the press?

Start with th following:

1. Be taking an  active role in one of the committees at your bar, you will be listed in a directory. Reporters use such directories as  important tools to reach out to potential sources.

2. When you are giving seminars or giving educational speeches, invite a reporter who covers that area. Send them a copy of your speech with a note inviting them to call you with questions.

3. Make sure the firm has online press room. (See earlier posts on online media rooms)

4. If you really want to start slow. Start with writing Letters to Editors.

Just make sure that you have followed the reporters bylines and have read them. You want to demonstrate that you have done your homework! Don't forget the old axiom first impressions count.

Pet Peeves of Journalists

With more and more law firms understanding public relations and incorporating it to their business development arsenal, it is essential that paralegals, officer managers and attorneys  doing their own media relations and wearing multiple hats DON'T commit the following peeves of journalists!

1. When calling reporters ALWAYS ask them whether they have the time to talk. Don't just dive into your pitch. The reporter  may be in the middle of a deadline and will not be open to any suggestions of story ideas. Take your cue from them and respond accordingly.

2. My favourite - sending press releases to the wrong reporter and then following up. This is a big NO NO. This will show the reporter that somebody hasn't done their homework. Not a good way to start a relationship!

3. Not having all of the attorney's  data on hand when a reporter calls. Be organized, have all the information together in a file. Don't fumble.

4. Don't use legal jargon; simplify your language, make sure the reporter understands it. Simplifying the terminology and taking the time to explain it to them will  go a long way in establishing a strong foundation.

5. Not explaining what is important about the story idea up front. This should be done right at the beginning of your conversation.  Make certain you answer the 5 W's: the Who? What? Where? When? Why? and How? This is the perfect opportunity to put your cynical hat and  ask yourself, "So What?"

To get a basic primer on media relations or to find out how media relations can specifically help your law firm call me directly at (212) 661-9137 or email me at pmahli@suncommunicationsgroup.com.