Insight

Media Tips in a High-Profile Case

How an Attorney Can Successfully Work With the Press

Media Tips in a High-Profile Case
Gregory G. Rizio

Gregory G. Rizio

November 15, 2019 09:00 AM

As an attorney—particularly a litigator—there is a great likelihood that you’ll eventually come across an opportunity to interact with the media at some point during your career. The first time it occurs will be a huge moment of pride as you consider the potential boon it could have for your legal career. It is true that publicity—when done well—can boost a client’s case, your firms’ credibility and recognition which then ostensibly can lead to new clients. However, that same publicity—when done poorly—can also have devastating effects on your clients' case, your firm’s credibility, and your career.

Easy Press Announcements to Consider

Firm announcements such as expansion (in terms of staff, or new offices) or that a firm attorney has received a particularly notable award, can help to reaffirm the idea that your firm is thriving, and thereby in demand. These types of branding announcements can only help in terms of firm recognition.

Additionally, experienced attorneys will sometimes use press outlets to champion up and coming stars in their firm. This tactic highlights that your entire law firm is powerful and effective. The method is relatively easy in that a partner or lead attorney on a case can re-route the media request to an up and coming firm attorney for response. I would not recommend this strategy on a bigger case with high stakes

Another safe and easy press announcement is a press release dealing with the advancement of the social goods your firm believes in and/or consumer safety you are trying to advance. Whether your discussions with reporters focus on a toy drive your firm is sponsoring for children, raising money for medical research, or highlights a consumer safety issue, media exposure allows you to invite the public to join you in charitable work, or provide valuable safety tips to keep your community safer.

Potential Pitfalls When Working With The Press

One must always remember that agreeing to work with the media isn’t without potential pitfalls. Any attorney on the receiving end of unfavorable publicity can attest to the horrors of bad press. One must always be conscious that quotes given to a reporter can easily be taken out of context, or shortened for space, which can lead to misinterpretation. Moreover, thanks to the internet, any quote you provide to a reporter can live online, forever. The same goes for written statements and/or press releases, which are subject to being shortened for space.

Other potential downsides of working with the media, include the possibility of giving a less than ideal reactive response to a question from a reporter, who perhaps catches you on your way out of a difficult day in court. Something as simple as refusing to answer questions from a reporter can result in the reporter printing that you “refused to answer,” questions, which can be interpreted negatively by your potential jurors and, thereby, hurt your client’s chances for a just result.

A word about social media is warranted here as well, as it’s become its own form of “press” over the last 10+ years. As a general rule, it is smart to refrain from using your professional profiles, and certainly your firm profile to make controversial political statements or weigh in on otherwise controversial topics. Likewise, refrain from commenting on any post that may be controversial, using your professional or firm profile. It’s just not worth the risk of alienating others.

Strategies for Maximizing Media Opportunities

To maximize the opportunities to benefit from media placements, preparation is key. Just as you wouldn’t go into a hearing or trial without a strategy, you should avoid interacting with the media without a strategy.

To increase the likelihood that you wind up with “good press,” treat a press conference like you would a closing argument. In other words, take time to develop key talking points ahead of time. Try to anticipate what questions you might receive and how you would answer it if asked about a case you’re working on, a ruling or verdict you receive (both in your favor and in favor of your opponent). Being proactive rather than reactive lessens the chance you’ll make an emotionally charged statement that you’ll later regret. To that end, when speaking with a reporter reiterate your main points frequently. That way, even if your statements are shortened, or taken out of context, your primary points don’t wind up on the proverbial cutting room floor.

In a similar vein, expect that anything you say is “on the record,” to prevent errors in judgment. Remember that journalists and reporters aim to “break news” wherever possible, and as such, you need to be on guard at all times. Over time, you might develop mutually respectful relationships with certain reporters and learn that you truly are able to speak “off the record” and trust that what you say won’t be published. However, until you establish such a relationship then err on the side of caution, and don’t say anything you wouldn’t want to have to defend.

Finally, a socially conscious attorney should always consider using publicity to help champion just causes. For example, as I am writing this, my partner is awaiting a potentially large employment arbitration award. During closing argument, opposing counsel for a large corporate bank attempted to bully the arbitrator into making a finding for their client. Our firm is already contemplating how to effectively use a press release or press conference to highlight the many pitfalls of the court’s recent trend of forcing matters into arbitrations instead of adjudicating cases through Seventh Amendments Constitutionally guaranteed jury trial.

In spite of the potential pitfalls, working with the press to garner publicity, educate your community, or to raise funds or awareness, is typically worth the effort. But it’s crucial to remember that getting good press won’t make you a good lawyer. On the contrary, being a good lawyer is what will generally secure good publicity, so your time is always best spent trying to be the best advocate that you can for those who need you.


Founder and Senior Trial Attorney at Rizio|Lipinsky Law Firm, Greg Rizio is one of the most successful and influential personal injury lawyers in Southern California. Rizio secured the largest ever plaintiff’s verdict in Riverside County, at nearly $58 Million. It was the #1 verdict in the state, in 2014, and the 10th largest verdict nationally. Rizio is heavily involved in the legal industry associations. He is a former President of the San Bernardino/Riverside Chapter “American Board of Trial Advocates” (ABOTA) board. He is the past president of the Consumer Attorneys of the Inland Empire (CAOIE). He also serves on the Consumer Attorneys of California (CAOC) Executive Board.www.riziolawfirm.com

Related Articles

Press and Publicity: How Television and Social Media Impact Legal Careers


by Justin Smulison

In recent years, with social media giving minute by minute reporting, many lawyers are finding themselves thrust into a spotlight they never planned for. How are lawyers grappling with unexpected stardom, media coverage and merciless influencers?

Close up of camera at news station

Catastrophic Personal Injury


by Best Lawyers

Trial legend Frank Branson finds success mixing technology and new skills with vast courtroom experience.

Catastrophic Personal Injury

A Cohesive Team


by Best Lawyers

How Bentley & More LLP Combined Forces

A Cohesive Team

A Warrior for Clients


by Best Lawyers

Michael P. Lyons stands up.

Lyons Roaring Through Complex Disputes

Unlocking an Auto Product Safety Mystery


by Best Lawyers

After a rear-end collision left their two young children with severe head injuries, the Reavis family had many questions and no one to turn to for help.

Frank L. Branson Toyota Payout

E-Scooters: Spontaneous Fun or Serious Danger?


by Linda J. Chalat

Reports of serious injury raise questions over the legality of electric scooters—even as ridership grows.

Are E-Scooters Legal in Colorado?

Safety Tips for Cooking with Grease and Oil


by Jason W. Konvicka

Cooking with oil or grease can result in delicious meals, but there are a number of risks involved.

Cooking Safety

Understanding Statute of Limitations in Personal Injury Cases


by Best Lawyers

In personal injury cases, the statute of limitations can vary depending on several factors. To navigate the process, consider hiring a legal professional.

Animated woman holding a clock and coin while balancing on plank

Why You Should Hire a Lawyer When Filing a Personal Injury Lawsuit


by Best Lawyers

When filing personal injury claims, which is typically a complex and distressing process, consider consulting with an experienced personal injury attorney.

Unseen individual with hand brace points to a legal contract

IN PARTNERSHIP

What to Do if the Other Driver Doesn't Report the Accident


by Rick Lopez

Call 911 to report a car accident if the other driver refuses to report the car crash. Learn more about what to do after a car accident occurs in Texas here.

Unseen individual writing up report with cracked windshield in background

IN PARTNERSHIP

When the Result Means Everything


by Lyons & Simmons

Michael Lyons and Christopher Simmons, Texas-based trial attorneys and founders of the firm Lyons & Simmons, are dedicated to finding justice for their clients.

Two suited lawyers walk side by side while talking

IN PARTNERSHIP

This Man Can Protect You From Unsafe Trucks


by The Law Offices of Frank L. Branson

Texas-based listed lawyer Frank L. Branson has dedicated his legal career to helping consumers, representing the families and victims of serious truck accidents.

Suited man sits behind desk and writes on notepad

Your Fault or My Fault, It All Goes Through No-Fault


by Michael L. Taub

The No-Fault System, which helps victims receive payment for accident-related medical bills, does not always regard minor accidents on court dockets.

Man at steering wheel leaning forward grasping sore neck

IN PARTNERSHIP

Mastering the Art of Trial Practice


by John Fields

With its billion-dollar track record, Morelli Law Firm has earned a reputation as one of the country's most successful trial firms.

Morelli and team at table in office with windows

IN PARTNERSHIP

Salvi & Maher, LLP: Illinois and Wisconsin's Personal Injury Firm


by Justin Smulison

For more than 35 years, Salvi & Maher LLP has defended their clients throughout Illinois and Wisconsin in various areas of personal injury law, including medical malpractice, motor vehicle accidents, premises liability and trucking litigation.

Skyline of Chicago with green river and blue background

IN PARTNERSHIP

Emroch & Kilduff: Virginia's Personal Injury & Medical Malpractice Attorneys


by Emroch & Kilduff

For over 40 years, the award-winning Virginia-based firm Emroch & Kilduff has worked to represent their personal injury clients in both state and federal courts.

Skyline with water and bridge on blue background

Trending Articles

A Celebration of Excellence: The Best Lawyers in Canada 2024 Awards


by Best Lawyers

As we embark on the 18th edition of The Best Lawyers in Canada™, we are excited to highlight excellence and top legal talent across the country.

Abstract image of red and white Canada flag in triangles

The Long, Short, Thick and Thin of It


by Avrohom Gefen

“Appearance discrimination” based on employees’ height and weight is the latest hot-button issue in employment law. Here’s a guide to avoid discrimination.

Woman stands in front of mirror holding suit jacket

Trailblazing Titans of the Industry: Announcing the 4th Edition Best Lawyers: Ones to Watch® in America


by Best Lawyers

Best Lawyers honor and celebrate these talented, innovative newer lawyers who are trailblazing their way to victories in courtrooms across the country.

Connected web above map of the U.S.

Announcing the 2023 The Best Lawyers in America Honorees


by Best Lawyers

Only the top 5.3% of all practicing lawyers in the U.S. were selected by their peers for inclusion in the 29th edition of The Best Lawyers in America®.

Gold strings and dots connecting to form US map

Pearls of Wisdom: Celebrating 30 Editions of Best Lawyers’ Rankings


by Best Lawyers

In celebration of our landmark 30th edition, Best Lawyers’ leadership explains how the world’s original and most trusted legal awards maintain their esteem, integrity and reputation for excellence among the top legal entities and their clients.

Best Lawyers logo for 30th edition release with gold glitter in background

Vanguards of Victory: Best Lawyers: Ones to Watch in Canada 2024


by Best Lawyers

The third edition of Best Lawyers: Ones to Watch in Canada™ has been announced, and the lawyers showcased by these awards are rising to the challenge each day as advocates for clients all across the country.

Blue and black background with small squares connected by lines

Best Lawyers: Ones to Watch in America for 2023


by Best Lawyers

The third edition of Best Lawyers: Ones to Watch in America™ highlights the legal talent of lawyers who have been in practice less than 10 years.

Three arrows made of lines and dots on blue background

IN PARTNERSHIP

Thomson Rogers: Toronto Personal Injury Lawyers


by Thomson Rogers

Since establishment in 1935, Toronto-based firm Thomson Rogers has consistently delivered results for their clients struggling through complex litigation.

Top of a Staircase Featuring Two Large Black Doors with Bookshelves and Chairs on Each Side

Announcing the 2023 The Best Lawyers in Canada Honorees


by Best Lawyers

The Best Lawyers in Canada™ is entering its 17th edition for 2023. We highlight the elite lawyers awarded this year.

Red map of Canada with white lines and dots

The Best Lawyers in South Africa™ 2023


by Best Lawyers

Best Lawyers proudly announces lawyers recognized in South Africa for 2023.

South African flag

IN PARTNERSHIP

How Long Does a Felony Stay On Your Record in California


by Peter Blair

A felony can remain on your record for life in California. Some felonies qualify for expungement. Learn how to remove a felony conviction from your record in California.

Hand setting bird free out of a guarded fence

What the Courts Say About Recording in the Classroom


by Christina Henagen Peer and Peter Zawadski

Students and parents are increasingly asking to use audio devices to record what's being said in the classroom. But is it legal? A recent ruling offer gives the answer to a question confusing parents and administrators alike.

Is It Legal for Students to Record Teachers?

Announcing the 2022 Best Lawyers® in the United States


by Best Lawyers

The results include an elite field of top lawyers listed in the 28th Edition of The Best Lawyers in America® and in the 2nd Edition of Best Lawyers: Ones to Watch in America for 2022.

2022 Best Lawyers Listings for United States

The Upcycle Conundrum


by Karen Kreider Gaunt

Laudable or litigious? What you need to know about potential copyright and trademark infringement when repurposing products.

Repurposed Products and Copyright Infringemen

The Best Lawyers in Australia™ 2024 Launch


by Best Lawyers

Best Lawyers is excited to announce The Best Lawyers in Australia™ for 2023, including the top lawyers and law firms from Australia.

Australian Parliament beside water at sunset

Wage and Overtime Laws for Truck Drivers


by Greg Mansell

For truck drivers nationwide, underpayment and overtime violations are just the beginning of a long list of problems. Below we explore the wages you are entitled to but may not be receiving.

Truck Driver Wage and Overtime Laws in the US