Center for Continuing Education

Center for Continuing Education

How to Protect Your Clients' Interests when Dealing with the Media


This lively program is invaluable to attorneys, synthesizing the speakers¿ years of experience in Legal-Media issues. Learn how to maximize or minimize media coverage and enhance your client¿s interests. Obvious tactics are covered as well as more surprising and unique methods. Also discover the ground rules for dealing with reporters and cultivating reporter relations.
In addition, this program discusses public relations strategies. Learn about issues management and damage control. Find out exactly how to gain coverage for law firms or clients and how to effectively utilize a PR firm. Get all the information you need to get stories to the places you want.

Agenda

The Ground Rules

  • "Monica's Miranda Rights" for sources.
  • The right to remain silent.
  • On the record (caveat emptor).
  • Not for attribution (negotiation is the name of the game).
  • Background (judicial notice).
  • Off the record (opportunities and pitfalls).
Reporter Relations 101
  • What is the reporter's motivation?
  • Credibility.
  • Assume no agenda.
  • Know the reporter's enemies: the clock and editors.
  • Newsroom operations 101.
  • Accessibility: your key to becoming a usual suspect.
  • Return phone calls immediately.
The Fine and Brief Art of News-Speak
  • Speaking in sound bites: the BOG exception that proves the rule.
  • Tricks of the trade #1: effective use of legalese to avoid quotation.

Advanced Reporter Relationships

  • The green reporter.
  • The arrogant reporter.
  • The harried reporter.
  • The reporter with a faulty (you think) premise.
  • How to completely alienate yourself with reporters and get a reputation as a "media hog."

Public Relations

  • Building long term relationships.
  • Issues management for law firms and client: crisis planning and damage control.

Gaining Coverage

  • Keep updated media kits available.
  • Breaking stories.
  • Press releases.
  • Use of Web sites.

The Role of the PR Firm

  • Getting stories placed.
  • Know the publication.
  • Contribute well-written articles.



Monica Bay http://www.cce-mcle.com/bios/bay.htm

Editor-in-Chief
LawTechnologyNews
New York, NY

Martha Sullivan http://www.cce-mcle.com/bios/sullivan.htm

Founder
Thornton Marketing

CCE is a State Bar of California MCLE approved provider.