On occasion, a law firm may face media reports that impugn or sully its image or interests. What should law firms do to mitigate negative press that may find them?
In an article on Bloomberg BNA this week, Oliver Thoenen suggests that law firms should approach the media as follows:
- First, firms should not be surprised when negative press coverage happens. They “should always assume that news with negative brand implications will eventually find its way to the press.”
- Second, firms should integrate media relations into their daily business planning and execution. Thoenan asserts that “preventative and mitigation strategies for dealing with negative press work much better when you are prepared.”
- Third, firms “should recognize that tomorrow is a new day, the press will still cover the firm after the dust settles, and so maintaining the firm’s relationship with the media is important.”
Thoenen correctly recognizes that law firms and the press are in a symbiotic relationship, and while their interests often “align; occasionally they are adverse.” But even when at odds with the media, law firms should remain cordial, because that will prove more productive in the long run.