Insight

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

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
JS

Justin Smulison

August 17, 2022 04:00 PM

Now that courtrooms in the United States have reopened, the world has regained front-row seats to the drama of high-profile cases—from Johnny Depp’s defamation trial to the sentencing of Ahmaud Amery’s killers.

The lawyers who appear in court often receive attention from the public and social media that they might not have expected, particularly in matters that drive national policy and cultural dialogue. Lawyers becoming part of the story is not new, but the scenario is happening more frequently because there are more ways to observe and voice an opinion. For example, a news commentator might analyze the effectiveness of a lawyer’s argument, while a social media influencer might quip about the same practitioner’s mannerisms or wardrobe choices and receive countless likes and shares—thus redirecting the focus.

Lawyers in various practice areas and stages in their careers shared with Best Lawyers their experiences in the spotlight, perspectives on this new norm of intensified accessibility as well as traditional and social media attention and how all of it has impacted their own careers and how it might also shape the profession.

Media Strategy and Engagement

Timothy A. Loranger is an attorney and senior shareholder at the national mass disaster law firm of Baum, Hedlund, Aristei & Goldman in California. A pilot and Marine Corp Veteran, Loranger has a particular focus on transportation and aviation law, and media engagement can be a default responsibility of his work, especially when catastrophe and tragedy strike.

“There are cases that you know will be followed and you need to get out in front of it in order to put the emphasis on your clients,” said Loranger, who was recognized in The Best Lawyers in America® as a 2020 “Lawyer of the Year” for Personal Injury Litigation – Plaintiffs in Los Angeles.

For example, in January 2013 a private plane crashed into a Palm Coast home in Florida, killing all three people aboard. In 2015, Loranger filed a wrongful death suit on behalf of the estate of one of the passengers against the United States of America, as the air traffic controllers directing the aircraft on the day of the crash were employees of The Federal Aviation Administration (FAA), an agency of the United States Department of Transportation.

Loranger claimed in the suit that the air traffic controllers could have done more to keep the pilot and plane from crashing into the house.

“This was an important case because it put a spotlight on one of the weaknesses of the FAA,” Loranger said. “The message through the media had to be broad and really have relevance to a larger audience. You have to tap into that and not just put your own name out there.”

Though he said he was not entirely comfortable with media and interviews early on in his career, Loranger took a cue from others at his firm, like former shareholder Ronald L. M. Goldman, who is now of counsel to Baum Hedlund and also recognized in The Best Lawyers in America for Aviation Law, Plaintiffs Personal Injury and Products Liability. Goldman has practiced law for nearly 60 years, led major tort litigations and has appeared in the media more than 2,000 times concerning aviation accidents and pharmaceutical drug product liability, including safety oversight issues.

“Seeing how Ron conducts himself in the media has taught me a tremendous amount,” Loranger said. “If we don’t go to some formal media training classes, we learn from our mentors how to best interact with the media. Now I am thankfully in a position to pass on that knowledge to some of the younger and new lawyers at the firm.”

In the Crosshairs

Media engagement might be one of a lawyer’s unofficial responsibilities or even a perk. But becoming part of the story out of the courtroom is another matter, as Christopher M. Mattei of Koskoff Koskoff & Bieder can attest.

A former Assistant United States Attorney and a one-time nominee for Connecticut Attorney General, Mattei had been on the periphery of media attention for some notable criminal prosecutions—such as serving as trial counsel in the prosecution of former Governor John G. Rowland and others on campaign finance and obstruction of justice charges.

Mattei was also a key member of the Koskoff team representing families of victims of the 2012 Sandy Hook Elementary School mass shooting who filed a defamation suit in Connecticut against Infowars founder and conspiracy theorist Alex Jones. The suit was predicated on his false claims that the tragedy, in which 20 children and six adults died, was staged. Adding to the drama surrounding the suit, Jones later announced on his show a $1 million bounty for Mattei’s “head on a pike,” and suddenly the lawyer was thrust into the spotlight and the target of a hostile audience.

“[Jones] had done similar things in the past and we knew it could have real-life consequences,” said Mattei, who has been recognized in The Best Lawyers in America for Personal Injury Litigation – Plaintiffs since 2020. “So, it was concerning my family a bit, as well as the folks in our firm and people like our staff and secretaries and receptionists who aren’t used to being at the center of controversy. It was very upsetting and disturbing.”

Jones’ statement caused him to be sanctioned by the court. He lost his special motion to dismiss, which he appealed to the Connecticut Supreme Court and also lost.

While Mattei would have preferred not to have such negative and potentially dangerous attention, he said the experience helped him better empathize with his clients, who had endured unnecessary trauma from Jones’ audience in the aftermath of the tragedy.

“In the long run, it gave me a small sense of what it has been like for the families that we represent,” Mattei said. “They had been attacked online and those attacks translated into offline encounters and harassment. In that sense, I felt like I was in the trenches with them.

If you’ve got integrity, then you don’t really have to worry about people picking apart the work you are doing. This may not work for everybody, but I try to be the same person in the courtroom as I am outside the courtroom.”

Trending Now

The court of public opinion is shaped by every platform—from print coverage to memes on a phone.

Brown Rudnick Partner Camille M. Vasquez was thrust into the spotlight during the Johnny Depp v. Amber Heard defamation trial in Spring 2022. Vasquez’s career was already on the rise, having been voted into the inaugural edition of Best Lawyers: Ones to Watch in America™ in 2021 and again for 2022 and 2023.

But by the time the young lawyer was delivering half of Depp’s closing argument in May 2022, her name became a trending Twitter search and was showcased in headlines across the globe. On June 1, it was announced that the jury had found both Depp and Heard were liable for defamation, though it was a bigger win for Depp. Shortly afterward, Vasquez was promoted from associate to firm partner for her integral role in the result. And by July, she was being interviewed by Gayle King on CBS Morning News, further exposing her to a national audience.

When Best Lawyers CEO Phillip Greer asked whether she’d advise other professionals to use or avoid the media attention, Vasquez replied with cautious enthusiasm.

“I think that you can absolutely utilize it,” she told Best Lawyers in an interview shortly after the verdict was announced in June 2022. “It’s just another tool in our tool shed that we should use. It’s important to be cautious of how you utilize it, but it’s absolutely, I think, a benefit to be represented by lawyers that people know and respect or because the client is high profile, or the case is high profile, because it touches on things that are happening in the world or in society. Litigation is about messaging. Whether it’s to the court or to the jury or to the public. It’s about messaging and how you advocate for your clients and for the general message that the case is bringing to light.”

Vasquez’s attention on social media in itself demonstrated the reach of global digital culture—whether someone commented on her photos with hashtags like “standing with” Depp or Heard, millions of Facebook, Instagram and Twitter users had an opinion.

Siri Nelson, a practicing lawyer and the executive director of the National Whistleblower Center (NWC) understands the intensified attention that comes with being visible in a matter of national or public interest. Many of her NWC colleagues and their clients are put in the public eye when they testify in courts and hearings against powerful and well-funded entities and governmental organizations. Nelson said the scrutiny from traditional and social media can add to the noise and drive the dialogue into unrelated off-roads.

She noted that the focus Vasquez attracted beyond her professional abilities—from comments about the young lawyer’s appearance and a repurposed screenshot of her laughing with her client to diametrically opposed hashtags like #GirlbossLawyer and #MeanGirl—exemplify the continued disparity between men and women in the profession.

“An important part of being a woman in the profession is that the intense attention that you will receive, unfortunately, has a lot to do with how you’re perceived by men and how men perceive women,” Nelson said. “In a highly visual realm like social media, and media in general, that becomes a major issue.”

Nelson noted that this dynamic can have a broader impact on women as they build their resumes.

“If there’s a woman who’s not that interested in getting that visual attention, she might back away from certain or really important cases because she doesn’t want that media attention,” Nelson said. “But it’s going to hurt her career, because you need to have those important cases in your professional history to advance as an attorney.”

A digital and social media profile can be useful or detrimental, noted Andy Blum of AJB Communications, who specializes in media training and public relations for lawyers, firms and other professionals.

“Social media presence is important for lawyers today but it’s not the only thing,” Blum said. “A savvy marketing department should work with the lawyer, the PR person and the social media staff to get a mix of news media clips, social media posts and marketing content out to raise his or her profile.”

He added that when public attention dominates a case, it can benefit the profession, but not exclusively.

“[Attention outside the courtroom] is shaping the profession for the better, but there is still a fine line sometimes,” Blum said. “Either too much or too little, and a reticence on the part of some to talk out of the courtroom, makes it a work in progress. It still comes down to what is best for the firm and best for the clients. And it takes time for the work in progress to get to the next level.”

Recommendations Based on Previous Viewing

But the public and media interest in trials is not relegated solely to current events. The COVID-19 pandemic further expanded the at-home viewing market, and news outlets and streaming services tapped into the curiosities of their newer and captive audiences. Gone are the days of waiting to tune in to weekly legal dramas from major networks—we can count on a new in-depth docuseries or feature about a famous crime or nearly-forgotten court case regularly, from one of countless on-demand platforms.

Loranger referred to the documentary “Hot Coffee” as a great example of how media and its availability on streaming services can be used to strengthen the profession. Released in 2011, “Hot Coffee” analyzed the impact of tort reform on the U.S. judicial system. Its catalyst was the Liebeck v. McDonald’s Restaurants lawsuit, in which the 79-year-old plaintiff was severely burned after spilling into her lap hot coffee purchased from a McDonald’s. The jury awarded Stella Liebeck $2.9 million in 1994, and though some at the time considered it a frivolous lawsuit and little more than a punchline on “Seinfeld,” the film demonstrated the extent of the injury and how the award was allocated.

“Lawyers have had a bad rap for a long time, [portrayed] as money-hungry people who didn’t really care about their clients,” Loranger said. “But ‘Hot Coffee’ really showed the truth about how [Liebeck] was very badly injured and it showed her third-degree burns and skin grafts. People were shocked that this was not millions of dollars awarded to somebody whose pants got wet due to a little warm water. This allowed people to see through the corporate messaging, and I think that there’s a lot of good that can come from these documentaries. They show a different side of the legal practice and our justice system and provide a better view, instead of just [playing] sound bites.”

“Hot Coffee” was nominated for the Sundance Film Festival’s Grand Jury Prize in 2011 and, like many other substantive documentaries, now makes its rounds beyond the DVD rack and libraries through streaming services like Netflix.

Fascination with real events and true crime continues to permeate mainstream culture as well. For example, the 2018 “Waco” mini-series was a portrayal of the FBI and ATF seizing of religious leader David Koresh’s Branch Davidian compound near Waco, Texas in the spring of 1993. Its follow-up, “American Tragedies: Waco – The Trials” is slated for 2023 on the Paramount Network and has much of the original cast, including Michael Shannon and John Leguizamo, returning.

One notable new cast member will be Giovanni Ribisi, who will portray lawyer Dan L. Cogdell. Now a partner in Jones Walker’s Litigation Practice Group and a member of the corporate compliance and white collar defense team, Cogdell was a criminal defense lawyer in 1994, best known for securing the acquittal of Clive Doyle, one of 11 Branch Davidians tried for murder and conspiracy.

Cogdell visited the set for a few days of production of the upcoming series and said that based on what he saw during filming and the script he read, he believes it will reflect what actually happened.

“Like any other trial in a multi-defendant case, there were some controversies and some struggles going on with the defense team and a lot that happened off-camera, if you will, in the [real] courtroom. And they portrayed those discussions-slash-food fights pretty well. It gives a pretty damn good viewpoint, from my standpoint, of what actually happened during the trial,” said Cogdell, who was named a Best Lawyers 2011 “Lawyer of the Year” for Criminal Defense: White-Collar in Houston. “I think it’s fascinating because it’s seven parts. It’s not some ‘Law & Order’ episode where someone simply confesses on the stand. I had some real head-to-head battles with the government in that case. It’s just the nature of the beast. And it really does portray the nuances of being in a trial like that.”

Cogdell’s defense was also featured in a one-hour documentary broadcast by the Oxygen Network, “Waco: In Defense Of,” and he also lent his insight to the 2016 documentary, “Burzynski: The Cancer Cure Cover-Up,” which shed a light on regulatory and industry roadblocks preventing certain life-saving medications from reaching the market.

Like Loranger, Cogdell also believes the evolving mediums that present the documentaries are reaching and possibly educating audiences that could easily be missed.

Taken a step further, Cogdell said that there are takeaways for other lawyers who may want that chance to take centerstage in a captivating trial.

“It would be duplicitous of me to say ‘Ignore high-profile cases because you [may] think they’re going to provide an advantage for you in the long run,’” he said. “High-profile cases can be great, but there are two lessons to learn: First, the only thing worse than losing, is losing on the front page of every newspaper in the country. And two, if you’re going to try them, don’t try them for the press. Treat them like any other case.”

Roll the Credits

The interconnection between a lawyer, the courtroom and the public has been made instantaneous thanks to various types of media, digital access and on-demand outlets. The general consensus among the professionals interviewed is that this near omnipresence will be the norm. However, with some foresight and media training, lawyers can use the attention to their benefit.

Loranger noted that having a public voice is a great opportunity, but that it requires feet planted firmly on the ground and remembering why the lawyer was contacted from the outset.

“When you’re out there in the media, the message you put out should be for the benefit of your client,” Loranger said. “But with each appearance, you also represent the legal community. You have a responsibility to make sure that you represent it well.”

Justin Smulison is a professional writer who regularly contributes to Best Lawyers. He was previously a reporter for the New York Law Journal and also led content and production for the Custom Projects Group at ALM Media. In addition to his various credited and uncredited writing projects, he has developed global audiences hosting and producing podcasts and audio interviews for professional organizations and music sites. JustinSmulison.contently.com

Headline Image: iStock/ psisa

Related Articles

How Client Testimonials Fuel Client Acquisition for Law Firms


by Nancy Lippincott

Learn how client testimonials boost client acquisition for law firms. Enhance credibility, engage clients and stand out in a competitive legal market.

Woman holding blurb of online reviews

The Real Camille: An Interview with Johnny Depp’s Lawyer Camille Vasquez


by Rebecca Blackwell

Camille Vasquez, a young lawyer at Brown Rudnick, sat down with Best Lawyers CEO Phillip Greer to talk about her distinguished career, recently being named partner and what comes next for her.

Camille Vasquez in office

Media Tips in a High-Profile Case


by Gregory G. Rizio

How an Attorney Can Successfully Work With the Press

Media Tips in a High-Profile Case

Best Lawyers Expands with New Artificial Intelligence Practice Area


by Best Lawyers

Best Lawyers introduces Artificial Intelligence Law to recognize attorneys leading the way in AI-related legal issues and innovation.

AI network expanding in front of bookshelf

When Can Ones to Watch Lawyers Be Nominated for Best Lawyers?


by Elizabeth Petit

Transitioning from Best Lawyers: Ones To Watch to Best Lawyers recognition.

Arrow symbolizing Ones to Watch Lawyers transitioning to Best Lawyers

Treacherous Waters, Uncharted Territory


by Bryan Driscoll

Political shifts around the globe this year are forcing international law and business to navigate a more intricate compliance landscape

Man in suit with telescope stands on deserted boat

Misinformation Age


by Gregory Sirico

As AI weaponizes lies, can global law, corporate business practices and legal associates adapt to the growing threat?

Animated hands shifting sides of a message cube

Critical Period


by Armelle Royer and Maryne Gouhier

How the green-energy raw materials chase is rewriting geopolitics

Overhead shot of mineral extraction plant

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

Ninth Circuit Blocks California’s Age-Appropriate Design Code Act


by Gregory Sirico

The Ninth Circuit halted aspects of the California Age-Appropriate Design Code Act, reflecting free speech issues and the nuanced balance in regulating content.

Two children seated, using laptops

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

The Importance of Content Marketing for Law Firms and Strategies for Success


by Jennifer Verta

Strengthen client relationships, boost visibility and drive growth with effective content marketing tailored for law firms.

Illustration of a central red figure surrounded by gray figures in a circular network

IN PARTNERSHIP

Trial Lawyers Protect Employees, Make Workplaces Safer


by Esquire Bank

Trial lawyers Jeffrey Laffey and Sean Flaherty fight hard for injured workers because of their own personal experiences with the aftermath of workplace injuries.

Lawyers Jeffrey Laffey and Sean Flaherty Protect Employees

How to Optimize Your Law Firm’s Website for SEO


by Best Lawyers

Making the most of your law firm's SEO is vital for marketing your legal practice and driving potential clients to your website. Here are a few basics you should know.

Magnet Attracting Metal Balls Symbolizing Law Firm SEO Strategy

The Hidden Constitutional Crisis: Maine’s Mounting Criminal Law Catastrophe


by Gregory Sirico

The number of criminal defendants lacking legal representation in Maine is skyrocketing like nowhere else in the US. Is there any stopping it?

Client in handcuffs sits across from lawyer

US Criminal Law Legal Guide: Navigating Future Changes in Legislation


by Gregory Sirico

This article highlights noteworthy pending criminal justice reform legislation, such as the Equal Act, the First Step Implementation Act and the Federal Prison Oversight Act.

Capitol building split in half

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

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

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

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

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

Combating Nuclear Verdicts: Empirically Supported Strategies to Deflate the Effects of Anchoring Bias


by Sloan L. Abernathy

Sometimes a verdict can be the difference between amicability and nuclear level developments. But what is anchoring bias and how can strategy combat this?

Lawyer speaking in courtroom with crowd and judge in the foreground

Things to Do Before a Car Accident Happens to You


by Ellie Shaffer

In a car accident, certain things are beyond the point of no return, while some are well within an individual's control. Here's how to stay legally prepared.

Car dashcam recording street ahead

The Push and Pitfalls of New York’s Attempt to Expand Wrongful Death Recovery


by Elizabeth M. Midgley and V. Christopher Potenza

The New York State Legislature recently went about updating certain wrongful death provisions and how they can be carried out in the future. Here's the latest.

Red tape blocking off a section of street

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

Is Premises Liability the Same as Negligence?


by Jeremy Wilson and Taylor Rodney Marks

In today's age, we are always on the move, often inhabiting spaces we don't own. But what happens when someone else's property injures you or someone you know?

A pair of silhouetted legs falling down a hole with yellow background

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