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

IN PARTNERSHIP

Six Tips for a Successful Mediation


by Judge Michael E. Riley and Pullman & Comley

Mediation encourages open dialogue and allows parties to express their concerns, fostering a collaborative atmosphere to reach resolutions efficiently.

Two animated figures with puzzle piece speech bubbles

One of NY’s Top Personal Injury Lawyers on 2 Surprising Trends Transforming the Industry


by Gregory Sirico

Lawyer Jeff Korek talks emerging personal injury law trends in IVF litigation and trial scarcity.

Doctor consoles couple in medical office

Scarlett Law Group: Mastering TBI Trial Law


by Justin Smulison

Randall H. Scarlett shares successes in traumatic brain injury cases, fueling Scarlett Law Group's growth across Northern California with specialized insights.

Two lawyers, suited, standing in front of law firm sign

One of the Greatest Ever...


by Justin Smulison

Steve Yerrid, a top catastrophic injury lawyer, has secured over 300 verdicts of $1M+ and has been recognized as "Lawyer of the Year" multiple times in Tampa.

Lawyer in blue suit poses in office for headshot

How a New Maryland Bike Safety Law Honors a Client’s Legacy


by Justin Smulison

Four-time Lawyer Of The Year Patrick Regan discusses how a client’s bicycling tragedy led to a result that improved Maryland traffic law to protect riders.

Group of lawyers posing for a photo

IN PARTNERSHIP

Factors That Affect the Value of Personal Injury Settlement in Louisiana


by John W. Redmann

Permanent injuries resulting from an accident can cause lasting physical or economic damage. Louisiana lawyer John W. Redmann dives into the settlement process.

Lawyer out of view holds pen over contract

IN PARTNERSHIP

California Car Accident: How To File a Personal Injury Claim


by Robert T. Simon

Several steps are involved in filing a personal injury claim after a car accident in California. Read this article to learn about your legal rights and options.

Two lawyers meet to go over legal case

IN PARTNERSHIP

Proving Negligence in a South Carolina Personal Injury Case


by Wyche

In South Carolina, as in other states, there are specific elements of negligence that must be established for a successful personal injury claim.

How to Prove Negligence in a South Carolina Personal Injury

IN PARTNERSHIP

How Much Time Do I Have to File a Personal Injury Lawsuit in Kentucky?


by Jay Vaughn

If you or a loved one has suffered due to someone else's actions, depending on the state, personal injury claims could still be a viable legal option.

Hand holding a gavel strikes down bench with people in backdrop

Trending Articles

2025 Best Lawyers Awards Announced: Honoring Outstanding Legal Professionals Across the U.S.


by Jennifer Verta

Introducing the 31st edition of The Best Lawyers in America and the fifth edition of Best Lawyers: Ones to Watch in America.

Digital map of the United States illuminated by numerous bright lights

Unveiling the 2025 Best Lawyers Awards Canada: Celebrating Legal Excellence


by Jennifer Verta

Presenting the 19th edition of The Best Lawyers in Canada and the 4th edition of Best Lawyers: Ones to Watch in Canada.

Digital map of Canadathis on illuminated by numerous bright lights

Legal Distinction on Display: 15th Edition of The Best Lawyers in France™


by Best Lawyers

The industry’s best lawyers and firms working in France are revealed in the newly released, comprehensive the 15th Edition of The Best Lawyers in France™.

French flag in front of country's outline

Presenting the 2025 Best Lawyers Editions in Chile, Colombia, Peru and Puerto Rico


by Jennifer Verta

Celebrating top legal professionals in South America and the Caribbean.

Flags of Puerto Rico, Chile, Colombia, and Peru, representing countries featured in the Best Lawyers

Announcing the 13th Edition of Best Lawyers Rankings in the United Kingdom


by Best Lawyers

Best Lawyers is proud to announce the newest edition of legal rankings in the United Kingdom, marking the 13th consecutive edition of awards in the country.

British flag in front of country's outline

Unveiling the 2025 Best Lawyers Editions in Brazil, Mexico, Portugal and South Africa


by Jennifer Verta

Best Lawyers celebrates the finest in law, reaffirming its commitment to the global legal community.

Flags of Brazil, Mexico, Portugal and South Africa, representing Best Lawyers countries

Prop 36 California 2024: California’s Path to Stricter Sentencing and Criminal Justice Reform


by Jennifer Verta

Explore how Prop 36 could shape California's sentencing laws and justice reform.

Illustrated Hands Breaking Chains Against a Bright Red Background

Announcing the 16th Edition of the Best Lawyers in Germany Rankings


by Best Lawyers

Best Lawyers announces the 16th edition of The Best Lawyers in Germany™, featuring a unique set of rankings that highlights Germany's top legal talent.

German flag in front of country's outline

Celebrating Excellence in Law: 11th Edition of Best Lawyers in Italy™


by Best Lawyers

Best Lawyers announces the 11th edition of The Best Lawyers in Italy™, which features an elite list of awards showcasing Italy's current legal talent.

Italian flag in front of country's outline

Tampa Appeals Court ‘Sends Clear Message,” Ensuring School Tax Referendum Stays on Ballot


by Gregory Sirico

Hillsborough County's tax referendum is back on the 2024 ballot, promising $177 million for schools and empowering residents to decide the future of education.

Graduation cap in air surrounded by pencils and money

Find the Best Lawyers for Your Needs


by Jennifer Verta

Discover how Best Lawyers simplifies the attorney search process.

A focused woman with dark hair wearing a green top and beige blazer, working on a tablet in a dimly

Key Developments and Trends in U.S. Commercial Litigation


by Justin Smulison

Whether it's multibillion-dollar water cleanliness verdicts or college athletes vying for the right to compensation, the state of litigation remains strong.

Basketball sits in front of stacks of money

Woman on a Mission


by Rebecca Blackwell

Baker Botts partner and intellectual property chair Christa Brown-Sanford discusses how she juggles work, personal life, being a mentor and leadership duties.

Woman in green dress crossing her arms and posing for headshot

Best Lawyers Celebrates Women in the Law: Ninth Edition


by Alliccia Odeyemi

Released in both print and digital form, Best Lawyers Ninth Edition of Women in the Law features stories of inspiring leadership and timely legal issues.

Lawyer in green dress stands with hands on table and cityscape in background

The Human Cost


by Justin Smulison

2 new EU laws aim to reshape global business by enforcing ethical supply chains, focusing on human rights and sustainability

Worker wearing hat stands in field carrying equipemtn

Beyond the Billables


by Michele M. Jochner

In a recently conducted, comprehensive study, data reveals a plethora of hidden realities that parents working full-time in the legal industry face every day.

Women in business attire pushing stroller takes a phone call