Legal PR firm’s clients do media blitz responding to Bill Cosby news
- Howard Breuer
- July 1, 2021
One great way to assess a legal PR firm’s effectiveness at getting clients in the news is to see how busy its clients were on a big legal news day such as June 30, when Bill Cosby’s conviction was overturned.
For Newsroom PR client Neama Rahmani, a former federal prosecutor and the President of West Coast Trial Lawyers, there wasn’t much down time. Rahmani was the main legal analyst for PBS News Hour and ABC 7 KGO. Rahmani also explained the decision and its ramifications to several other outlets including Fox News, The New York Post, Yahoo News, and The Daily Beast.
Dallas-based trial attorney Michelle Simpson Tuegel, who has represented many athletes abused by former Olympics doctor Larry Nassar, explained to several international media outlets including USA Today and IB Times how the Cosby decision could lead to a similar stroke of luck for jailed movie producer Harvey Weinstein.
And criminal defense attorney Lara Yeretsian, who was already discussing other cases during one of her regular appearances on Court TV when news broke about the decision, became their legal expert du jour on Cosby — whose trial may have received as much notoriety as the one where Yeretsian co-defended Scott Peterson. Watch her break down why she thinks the decision, while abhorring, makes sense from a legal perspective.
So, how does Newsroom PR line up so much top-tier media so quickly?
There are many angles, but truthfully one of the most effective is to stack the deck from the outset of the PR campaign by working with legal experts with the experience and credibility that the media demands.
Team members like Melissa MacBride, who for 16 years was an on-air reporter for ABC in Los Angeles, and Howard Breuer, whose extensive media background includes nine years as a Staff Writer covering legal stories for People Magazine, train and coach the clients to give the kind of interviews that will keep producers and reporters coming back for more.
When pitching journalists, the publicists also make sure to offer sample sound bites that answer some of the questions the media will ask before they’ve asked them. Journalists prefer not to guess whether an interview will be worth their time, and the sound bites demonstrate that the client will deliver the goods.
The same can be said for anyone shopping for a PR firm. A lot of the PR “pros” you’ll speak with might be better at pitching themselves to you than they are at pitching you to the media.
Tell them you don’t want to be told what will happen — you want to be shown what you might get out of the deal. Ability is suggested by words and demonstrated by results.