1. Communications for Lawyers
Meredith Z. Avakian-Hardaway
State Bar Association of North Dakota
June 15, 2017

2. 3Ps
Purpose
To help lawyers effectively communicate with the media (proactively and reactively)
Process
Share media relations tips and best practices
Product
Useful and practical tips to help lawyers properly prepare for media inquiries and earned news coverage

3. Check-In Questions
How many of you consider yourselves professional communicators?
Who here has been interviewed by a reporter? TV, radio and/or print?
Do you know what to do when a reporter calls you?
Would you like earned (and/or paid) media coverage?

4. Professional Communicators vs. Communications Professionals

5. Put Your Best Foot Forward…
…Not in Your Mouth

7. Know Your Resources

8. How media savvy are you? Do you have media monitoring set up?
Google Alerts is a free resource! Set it up for your name, firm, law practice, etc. if you haven’t already done so.
Do you have a (strong) presence on social media?
Do you have credible relationships with reporters?
Do you follow news related to your firm/employer, practice area or industry?
Do you know what to do when you get a cold call from a reporter?

9. How do you market yourself?
Awards
Expertise
Credibility
Prominence
Media exposure
Social media

11. Reactive

12. How to Handle Cold Calls
First make sure you get the name of the reporter, their media outlet and their contact information.
Restate the inquiry and take note, so you’re sure of what they are asking. For comment or background?
Do not answer their question(s), but ask for their deadline and state that you will get back to them.
Engage your PR/communications/marketing expert (and leadership, if appropriate).
Respond to the reporter with the appropriate information/message. “No comment” is never acceptable.

13. PRoactive

14. You got the interview! Now what? …

15. MZA’s Top 10 Communications Tips

16. Remember, preparedness begins with PR!
Come Up with a Game Plan
Use the 3P’s
Create top three talking points
Be prepared to stick to them!
Read the latest news on the related subject matter
Educate yourself on any curveballs and prepare
Never say “No Comment.”
Remember, preparedness begins with PR!

17. Know Your Audience

18. Don’t Read

19. Avoid Using Acronyms / Jargon

20. Listen

21. What You Don’t Say Says More

22. Watch Your Emotions

23. PRactice

24. Trust the PRos

25. Watch Your Time

26. Questions?

28. Meredith Z. Avakian-Hardaway meredith.avakian@gmail.com
@MZApoetry