Whether it’s a group departure, pending layoffs, horrible financials or a salacious scandal, your reputation is at risk, or worse – the very fate of the firm may hang in the balance. When crisis strikes, will you be prepared?
Now is a good time to download Jaffe PR’s Crisis Communications policy, which lays out a basic crisis communications plan that any law firm can use. As Vivian Hood, executive director of client services here at Jaffe PR, points out in Investor’s Business Daily, “If a negative story goes viral online, it's best to be transparent and address the issue immediately, in a controlled way." Here’s how:
- Establish the communications team – Be sure all essential firm staff are briefed, and that includes a senior PR executive (who may be an outside consultant).
- Develop a strategy – While time is of the essence, you will still need to establish a playbook to respond to the crisis. That response could be in written or verbal statements, but, either way, they need to be well-formed and timed for your internal and external audiences.
- Identify a spokesperson – The spokesperson is the only one who speaks with the media. This person should be media savvy and well prepped.
If there is one reporter whom you have worked with in the past and you trust, now is the time to offer your exclusive story to that reporter. You will have a better chance of getting your messages heard (and published).