By: Jane

One of the principles of crisis management, in the world of PR and marketing communications at least, is to ‘keep the communication channels open’, whether through traditional media relations or social media. Ensuring a two-way flow of information between media and client (or, more usually, media and PR) is essential to have a 360-degree view of what’s going on and what we’re dealing with at each step.

So far, so good. But what happens when the client’s PR team meets the client’s legal team during a media crisis? Well, in our experience as a Manchester-based public relations agency dealing with Manchester or London law firms, a bit of a scrap can ensue if you’re not careful – and that’s the last thing anyone needs when your eye needs to be so firmly on the ball of the media crisis.

In most instances, there’s an almighty set-to because The Way of PRs during crises is almost diametrically opposed to The Way of Lawyers during crises. Lawyers tend to want clients to batten down the hatches with a ‘no comment’ approach; it is, we’ve found, often what they’re taught in law school. In legal terms alone, it makes sense – but to us, of course, ‘no comment’ very often translates as ‘letting journalists fill the column inches with more speculation, in the absence of additional information to go on.’

Rather than the already bewildered or even frightened client having to witness the professional services equivalent of a Godzilla-like fight to the death between their trusted PR and their trusted lawyer, it would make sense for PR professionals to better understand where clients’ lawyers are coming from, and vice versa.

To this end, we’ve been putting together media training specifically to educate lawyers around what the media wants from clients during such crises, and how to best deal with them – and of course, how law firms and PR companies can join forces to get the very best outcomes for their clients. For more information, contact jane@smithandsmithpr.co.uk.

Knowledge is power, and if clients’ PRs and lawyers can better understand one another ahead of any potential crises, all the better. We’re often in a very privileged position, having earned our clients’ trust, so doesn’t it make sense for us to communicate better with clients’ other trusted advisers to achieve better results for the clients?

Way of PRs, Way of Lawyers: A Zen-Like '360-Degree' Approach To Crisis Management Could Really Help Clients

Photo: Morikami Japanese Gardens, Delray Beach, Florida, January 2011

One of the things we are proud to be known for in Manchester PR circles is our ability to adapt our specialisms to meet the needs of the client. So when Barneys came to us looking to launch their label to fashion consumers and buyers alike, we rose to the challenge by combining with award-winning design agency Davinci to create a stunning new look book, featuring Manchester models and one of the city’s hottest new bands, Daystar.

Top online marketing and design firm I-COM were tasked with creating a website that matched the Barneys heritage and attitude, and have come up with something a bit special. Incorporating our photos and look book, we think the entire package is something to be admired, and the website has won the attention of The Drum. Well deserved, we say!