Media Skills: The Lawyer As Spokesperson addresses the necessity and benefits of working successfully with the media in today’s environment where the court of public opinion is such an immediate and pervasive operating reality, and where it’s collective perception can be as important as the rulings of a court of law (for both clients and attorneys). It presents “the case” to the broad legal community for a new and updated view of the media with a compelling rationale for the value and opportunity that positive media relations hold for attorneys and judges.

This book examines the resistance some attorneys have to interacting with the media (based both on the fear of failing “on-camera” publicly, and on their “traditional view” that holds media involvement as ethically, professionally inappropriate and/or indecorous for attorneys).  It provides factual data on legal ethics and bar rules related to media interactions, as well as recommendations to judges for developing a three-phase judiciary/media plan.

Media Skills: The Lawyer As Spokesperson contains the “how to’s” for all aspects of media interviews, starting with why and how to develop key messages and sound bites –the foundational tools for first shaping and then controlling interview content (despite the nature of questions asked  by the interviewer).  It provides information that helps improve attorneys’ interview preparation and skills, details various types of interviews and how to handle them, including those situations that call for damage control” or “crisis management.” This book also emphasizes to attorneys the importance of involving (in certain circumstances) their clients in media interviews, and lays out the steps for addressing client’s discomfort or fear with being in the spotlight, and suggest ways to prepare them for the interview itself.

TABLE OF CONTENTS

SECTION I: LAW IN THE INSTANT INFORMATION AGE

Chapter 1: Media Skills: Part of the Practice
Chapter 2: The Five Keys to Media Spokesperson Success
Chapter 3: Professional Ethics and Bar Rules for the Lawyer Spokesperson
Chapter 4: The Judiciary and the Media Today

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SECTION II: PERFORMING PROACTIVE AND RESPONSE PR
Chapter 1: Introducing Two Sides of the Same Coin
Chapter 2: ABC's of Initiating Media Coverage
Chapter 3: Response PR: The Other Side of the Coin
Chapter 4: Powerful Press Releases and News Conferences

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SECTION III: PRIME: 5 STEPS TO EFFECTIVE MEDIA INTERVIEWS
Chapter 1: Introduction to PRIME
Chapter 2: Step 1 - Prepare (or Beware)
Chapter 3: Step 2 - Rehearse
Chapter 4: Step 3 - Interview Techniques and Tips
Chapter 5: Successful Techniques for Specific Types of Interviews
Chapter 6: Step 4 - Maintain Control of Messages and Appearance
Chapter 7: Step 5 - Evaluate: Lessons Learned for Next Time

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SECTION IV: APPENDIX

Appendix 1: Glossary of Select Terms
Appendix 2: 2007 ABA Model Code of Judicial Conduct Rule 2.10
Appendix 3: Resources: State Court Rules for Cameras in the Courtroom
Appendix 4: Resources: Individual State Bar and ABA Rules for Codes of Trial Publicity
Appendix 5: Gentile v. State Bar of Nevada Supreme Court Opinion (with court appendices)
Appendix 6: Information on Resources Referenced
Appendix 7: Companion DVD Overview