Some law firms hesitate when asked to engage with the media. They may have felt misquoted, misrepresented, or simply not given sufficient time to respond. For many lawyers, it can feel like an uneasy relationship — one they would rather avoid.
In most cases, that hesitation comes down to a lack of familiarity with how the media works, and how to work with it to shape and amplify a firm’s narrative.
Do your homework
As with anything we do, preparation is key. Firms should be clear about the following:
- Who is your target audience: Which clients or sectors are you trying to reach?
- What is your key message, and why does it matter: It is not just about what you want to say, but why you are saying it — and how it is relevant to your target audience.
- When: Timing matters. Your message needs to be current and consequential, not commentary on something that has already passed.
- How/Where: Which publication or platform is most appropriate? For sector-specific messages, an influential trade publication may be the right choice. For issues with broader business or community impact, a business publication or daily newspaper may be more suitable.
- Who is the journalist you will be speaking with: Research the journalist beforehand — note their beat, their approach, and their areas of interest. Treat them as a professional partner who can help profile your firm, not an adversary to be managed.
Tips
- Deadlines: Publications have deadlines that cannot be moved. The Straits Times, for example, needs quotes by a set time for the following day’s print edition. If your comment is not in, the paper will not wait.
- Build a professional relationship with the journalist: Journalists gravitate towards spokespersons who are reliable, responsive, and trustworthy — much as clients return to lawyers who consistently deliver.
- Rehearse: Before any phone or in-person interview, prepare for anticipated questions and practise your responses. For live or on-camera appearances, pay attention to body language, presentation and attire.
- Confidentiality: Treat any conversation with a journalist as on the record unless a clear, explicit agreement has been made otherwise — and even then, exercise caution. If information must remain confidential, it should not be shared – at all.
- “No comment”: It is almost always better to say something considered than to say nothing. “No comment” communicates very little, and rarely reflects well on the firm.
- On AI-generated content: Using AI to draft media statements or responses carries real risk. Beyond the question of authenticity, AI tools can generate inaccurate or fabricated information — and if that finds its way into the press, the reputational consequences can be significant. Always have a lawyer or communications professional review any content before it is shared externally.
Learning points — examples of what not to do:
- Control your firm’s narrative and never leave it to chance. When a senior partner moved from Firm A to Firm B, a legal publication focused the article almost entirely on Firm B, with the key message that it managed to attract a top ranked senior partner. Firm A had no prepared statement and the practice that the partner exited was described as having no specialist to fill the role (which was not true) — this statement suggests a lack of continuity in Firm A’s practice with the added risk of Firm A’s clients migrating to Firm B.
- Published comments/statements never go away. A former vice-president of the Law Society of Singapore posted comments on LinkedIn about a rape case conviction that were widely perceived as victim-shaming. Whether in print, on social media, or in any public forum, comments cannot simply be retracted — and they are rarely forgotten.
How Elevare Asia can help
At Elevare Asia, we help law firms move from ad hoc media responses to a clear, intentional narrative that supports the firm’s overall strategy.
We work with partners and communications teams to clarify target audiences, align key messages with practice and sector priorities, and identify the publications and journalists that matter most to your clients. Through practical preparation sessions, interview rehearsals and on-call support for time-sensitive requests, we equip your spokespersons to engage the media confidently while managing reputational risk across Asia’s diverse markets.
If you are considering developing or updating your law firm’s media and communications strategy and would like guidance, please visit our Contact Us page or get in touch with us at info@elevareasia.com.
