Why write this book – why write it now?

The focus on legal news stories is on the rise – in both traditional media (TV/Radio/Newspapers) and New Media – Internet-based news and social networking sites (Drudge Report, Twitter, Facebook, You Tube, etc.). What gets reported shapes the conversation and perceptions of the court of public opinion, which can affect the progress and outcomes of a case and the life of a client.

These high stakes impacts make media skills “part of the practice" of law today. Responsible lawyers are prepared to represent and defend their clients in the court of public opinion, as well as the court of law.

Who is the book written for?

It was written for lawyers across the practice areas and judges by an attorney with national-level media experience and a PR specialist who works exclusively on behalf of legal clients.

What kinds of lawyers will find this book most useful?

Any lawyer or judge. Eventually every lawyer and most judges will have to deal with the media. It is essential for lawyers who draw or seek media interaction, and certainly those in personal injury, corporate and in-house counsel, family law, criminal law, labor & employment, and entertainment law – any attorney who represents high profile clients or has a case that is sensational or very unusual.

How will this book help judges interact with the media who come to their courtroom?

It helps raise judges’ awareness of the need to become more media savvy, especially when today every decision they make and everything they say has the potential of being broadcast around the world and can affect not only their case, but also the collective image of the judiciary. Citing the 2007 ABA Model Code of Judicial Conduct, Rule 2.1, the book emphasizes that judges are encouraged to participate in activities that promote public understanding of and confidence in the justice system. Discussing the transparency that is now a reality in nearly all legal proceedings, the book offers suggestions based on rule and precedent for dealing with the media at the start of the case and throughout its process, including the issue of cameras in the courtroom. The book includes a recommended three-phase judicial/media plan that is potentially applicable to all court systems.

In general, how adept do you think lawyers are at handling the media?

With notable exceptions, lawyers in general are not, by instinct or training, adept at handling media interactions or giving effective media interviews. It is not part of the way lawyers are taught to think, and for some it seems to be outside of the traditional image of the lawyer to interact with the media. 

Why are some lawyers so leery and uncooperative with the press?

It is outside their comfort zone, they worry about damaging their case or upsetting the judge in their case. They don’t understand that saying “no comment” conveys a very negative impression and leaves the door wide open for counsel on the other side to shape the story that gets reported.

What is in the DVD that goes with the book?

Live action dramatizations, author commentary and lectures by Roger Dodd and Claudia Oltean that demonstrate some of the key concepts in the book including:

1.  Proactive PR --  Handling A News Conference
   • Needs Improvement Example
   • Good Example
2. Client Interview Preparation
3. Response PR – Ambush Interview
   • Needs Improvement Example
   • Good Example
4. Roger Dodd Lecture 1 – PRIME Step 1: Prepare
5. Roger Dodd Lecture 2 – PRIME Step 2: Rehearse
6. Interview Rehearsal – Role Play Simulation