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Internal Media Communications Planning: Getting the Entire Firm Involved

By By: Jason D. Milch

While a law firm's internal media communications plan should be developed at the highest levels of the organization, the finalized program should not be limited to the activities of a select few partners and executives. It is important to remember that media inquiries can come to any staff member at any time. For this reason, it is critical that the entire firm ' from the managing partner to administrative assistants and other support staff ' be on board with the internal media communication program.

It is particularly important that a firm's administrative assistants be well versed in internal media protocol, as they are often the ones handling the bulk of incoming calls and have the most ready access to the firm's attorneys. For them, proper protocol should include obtaining the reporter's correct contact information and the reason for the call, as well as informing the caller that a representative of the firm will be back in touch shortly. The assistant should then immediately forward the reporter's information to the firm's designated media-relations contact who can properly evaluate the situation and work with the reporter and the appropriate partners to coordinate an interview, if that is deemed to be the best course of action.

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