Protecting your reputation - Outside the courtroom

A lawyer who is going to represent a client outside the courtroom must become more comfortable in talking freely about their client’s case.  Lawyers, trained to protect client confidences and to control information, have a natural tendency to answer only the questions that are asked and to give no more information than is necessary to resolve the issue.  Some lawyers even relish in telling a reporter, "NO COMMENT."  Even saying, "we can't comment on ongoing litigation" is a bad strategy. In the view of the public, information and communication are the two factors that build trust and go a long way toward preserving one’s reputation.

A public relations counselor can employ specific tactics to protect the reputation of a company or an individual leading a company while reinforcing issues legally.  For example, in the public eye, we are presumed guilty if we respond to a reporter’s question with “no comment.”  A better way to respond to a question you do not want to answer or are not ready to answer is to deflect it, by saying something like: “That is a very good question, one that we are looking into at the moment.  As soon as we learn something new, we will get back to you promptly.”

It is important to know why you are talking to the media and what outcome you hope to achieve. Planning and preparing statements in advance will certainly help in mitigating risk and protecting your client's reputation in the public eye. 

Daniel Cherrin

DANIEL CHERRIN |served the City of Detroit as its Communications Director and the Press Secretary to Detroit Mayor, Ken Cockrel, Jr. He is a public relations + affairs specialist who just happens to be a lawyer, with 20 years of experience providing senior public relations and government relations’ counsel to organizations on state and federal regulatory and legislative matters, as well as issues affecting corporate and individual reputation, crisis management and the media. Daniel is the founder of NORTH COAST STRATEGIES (Est. 2005) an independent public relations consultancy that combines the best of a big agency with hands-on executive-level experience and support. As a signatory company to the United Nations Global Compact, we are dedicated to addressing issues around human rights, labor, the environment, and anti-corruption. We are also focused on redefining your brand and changing the conversation to create an impact.