Mastering the Media: Interview Tips for Attorneys
In today's media-driven world, attorneys often find themselves in the spotlight when representing their clients in high-profile cases. News interviews can be a powerful tool for attorneys to advocate for their clients, to raise awareness about important legal issues, and to establish yourself as a legal expert in your practice area.
However, engaging with the media can present unique challenges that require careful preparation and execution.
Before commenting or taking interviews, you must first consider how this will affect your case. An attorney must gauge if media coverage, a comment from an attorney on the case, or sharing of details could harm the litigation in any way. If so, you should pause and reconsider if, at this time, media engagement is right for you and your client.
If, on the other hand, you decide that public knowledge of a case could be beneficial, or the interview is more about your practice area versus a specific litigation you are involved in, then you should develop a plan of attack. Here are some tips and tricks that we regularly advise our clients to employ:
Build Reporter Relationships: Having productive relations with reporters is a great first step in getting positive and helpful news coverage on your case or practice. Often reporters have broad coverage areas, but if you can find a reporter that is interested in your case or your topic of expertise, building and maintaining that relationship is essential. Reporters are people too, and gravitate towards those who are kind, helpful, and knowledgeable.
Know the Outlet: Before the interview, research the news outlet to understand its audience and tone. Some outlets just want straight facts on the case, while others are more open to the stories of your clients. Tailor your message to resonate with that audience.
Send Key Public Documents: If you are discussing a specific case with a reporter, send them the complaint ahead of time. This will give them the opportunity to form better questions and have some background knowledge on the topic. What is on the public docket is free game to share.
Prepare Your Key Messages: Identify the key messages you want to convey during the interview and prepare concise and compelling talking points to support them. Anticipate potential questions and prepare answers that steer the conversation back to your key messages.
Be Authentic: Viewers and listeners respond positively to authenticity, so be yourself during the interview. Do not just read off your lines. Speak confidently and passionately about your case or the type of work you do.
Use Stories and Examples: Stories and examples can help illustrate your key messages and make them more memorable. Use real-life examples from your cases to add credibility and emotional appeal to your arguments.
Stay Calm Under Pressure: Media interviews can be high-pressure situations, especially if the interviewer is aggressive or confrontational. Stay calm and composed, take pauses when needed and revert to your talking points when you feel the interview is veering unexpectedly.
Be Mindful of Time: Interviews are typically brief, so be mindful of your time and make your points concisely. TV reporters especially are looking for a sound bite, so make your statements clear and memorable.
Stay on Message: During the interview, the interviewer may try to steer the conversation in a different direction. Politely redirect the conversation back to your key messages to ensure your message is heard.
Follow Up: After the interview, follow up with the interviewer to thank them for the opportunity and provide any additional information or clarification if needed.
With careful preparation and execution, media engagement can be a powerful tool for attorneys to raise awareness about important legal issues, reach potential clients, and achieve justice for those they currently represent.