From the public information officer of the Pennsylvania Bar Association to the marketing director of a legal non-profit, communications strategies are imperative for success in the legal industry. In a place where public perception, media relations and crisis management converge, these professionals often balance issues that can significantly impact their organizations’ reputations and effectiveness. Whether it’s a state bar association facing public scrutiny over a controversial disciplinary decision or a non-profit legal aid organization raising awareness about critical access to justice issues, each case requires a well-crafted communications strategy to avoid a PR disaster and ensure a reputational win.

Annual New Leaders Platform Development and Communications Plan

A well-developed communications plan can smooth leadership transitions and set them up for success. Introducing new association presidents or non-profit executive directors to various communications channels such as member newsletters, social media and press releases allows them to better understand the organization’s communications process as well as the pathways to communicate their vision and priorities to members, stakeholders and the public.

Media Relations Kit for Staff and Volunteer Leaders

Much like the tool kit under the sink, a media relations kit is a must-have for any communications professional. A well-developed media kit includes key messaging points, leadership bios, organizational facts, press release templates, holding statements and guidelines for interacting with the press. Having these resources readily available ensures the organization can respond consistently and effectively to media inquiries, potentially increasing positive media coverage and removing the mystery and anxiety associated with media interaction.

Annual Communications and Media Training for Volunteer Leaders

Media and communications training for attorneys volunteering as leaders for these organizations is critical. In addition to their routine leadership requirements, providing adequate training and familiarizing them with the communications plans and expectations can be a tremendous asset to them. As we know, these skills are becoming more important as the practice of law evolves, so by reinforcing their communication skills in these voluntary roles, they are also able to excel in their regular work and their community involvement as they represent the organization.

Proactive vs. Reactive Communications

Proactive media relations allow organizations to shape and control their own narrative in the public sphere. It means actively engaging with the media and the public before issues arise, creating and sharing positive stories, building long-term relationships with journalists and providing timely and accurate information to the media. By being proactive, associations can anticipate and address potential issues, build positive relationships with journalists and maintain a favorable public image. This approach also helps with managing crises effectively and fostering trust with the media and its audience.

Reactive media relations, on the other hand, are passive. It’s about responding to media inquiries, reports and issues after the fact. Rather than shaping the narrative, reactive media relations manage the fallout. This approach comes with less control and can sometimes put the organization on the defensive – but leveraged properly, reactive media relations can be a fantastic tool. It can be useful for addressing false or misleading information, allowing leaders to set the record straight and maintain credibility. It can also demonstrate transparency and authenticity during a crisis or unexpected event.

Reactive media relations are, by nature, hard to predict. An opportunity to respond to an event or issue in the media might arise very suddenly, so it’s crucial for the organization to have processes in place ahead of time that allow a fast response. Delaying might permit others to jump in and shape the story first, or the news cycle could move onto something else before weighing in. When it comes to providing expert commentary on an event, journalists gravitate towards sources that can provide comments quickly with short notice. A delayed response could mean they won’t call on your organization next time.

Online Press Room

Don’t underestimate the value of posting your organization’s own news. It’s not just about informing the public – it’s a strategic move for search engine optimization (SEO) too. As a centralized location for media to access organizational information, press releases and leadership statements, an updated and curated press room can increase an organization’s visibility and make it easier for journalists to report accurately on the organization’s activities.

Crisis Communications

Sometimes unexpected challenges and situations arise – but with proper preparation, those scenarios can also be huge opportunities. A good crisis communications plan protects an organization’s reputation and allows swift and accurate dissemination of information to control the narrative and prevent escalation. The crisis communications plan details how the team works together in the face of all hazards and risks, as well as specific action plans.

Some examples of crisis scenarios an organization might face include ethics violations by a member, a data breach, allegations of financial mismanagement or conflicts of interest. Each of these scenarios will require communications plans tailored to address unique challenges – responding to a data breach might require you to immediately contact affected members, offer support and conduct an investigation, while an alleged ethics violation might mean suspending the member and communicating the steps taken to address the situation and prevent it from happening again. In either scenario, a prepared communications plan reduces the additional stress and propensity for mistakes often associated with crises.

Tracking, Measurement, Assessment and Re-Prioritization

Robust communications strategies aren’t static – they are living, breathing documents that need constant nurturing and refinement. Smart legal organizations recognize the work doesn’t end once a plan is implemented; instead, they embrace a cycle of continuous improvement, starting with clear, measurable objectives utilizing quantitative and qualitative metrics to determine their success. As part of the process, regular data collection is crucial, but it’s the analysis that transforms raw numbers into actionable insights. Through careful analysis, organizations can uncover which strategies are moving the needle and which are falling flat, helping them to make informed decisions about future resource allocation, double down on high-impact initiatives and pivot away from less effective approaches. This process of continual assessment and adjustment ensures communication strategies remain nimble and responsive to the needs of the organization and meet stakeholder expectations.

The strategies outlined here provide a comprehensive framework for legal organizations to navigate the communications issues dealing with public perception, media relations and stakeholder engagement. By adopting these strategies and developing a strong communications plan, legal organizations won’t just be able to respond to the communication challenges of today—they position themselves to anticipate and leverage the opportunities of tomorrow.

Dave Poston, Esq. is the CEO and general counsel and Kaden Jacobs, APR, is a vice president at Poston Communications, one of the nation’s few Chambers-ranked public relations agencies in both crisis and litigation public relations. The agency works directly with legal departments and company executives and also partners with law firms in guiding many of the nation’s leading companies.

Reprinted with permission from the July 1, 2024 issue of Law.com. © 2024 ALM Media Properties, LLC. Further duplication without permission is prohibited. All rights reserved. Further duplication without permission is prohibited, contact 877-257-3382 or reprints@alm.com.