To Market a Crisis Practice, Train the Attorneys in Crisis Communications
Introduction by Bruce Hennes, Hennes Communications
In an article originally written for the National Law Review, I drew on James Comey’s observation that lawyers are trained to analyze facts, anticipate how decisions will look under the “brutally unfair” light of hindsight, and, when it matters most, have the courage to say “no” into the noise of a crisis. I also argued that this skill set isn’t “uniquely lawyerly”; seasoned crisis advisors must do the same kind of rapid situation analysis and scenario-testing, and they must be willing to speak truth to power when reputational and operational stakes are spiraling.
That shared ground matters right now because “crisis” has become a marketing adjective. Anyone can add it to a website or a practice description. Capability is another matter.
That’s why Tilden Katz’s piece, below, is so timely. He notes that nearly half of Am Law firms now market a “crisis” practice, but that crisis skills are rarely taught in any systematic way. His prescription is straightforward: train lawyers, formally and intentionally, in the three areas clients actually need in high-stakes moments: stakeholder identification, message/narrative development, and audience engagement across fast-moving channels.
To Market a Crisis Practice, Train the Attorneys in Crisis Communications
By Tilden Katz
Law firms are increasingly marketing crisis management and communications to clients. Almost half of Am Law firms have a practice with “crisis” in the title.
Clients and law firms benefit when their attorneys can skillfully navigate competing interests in a crisis. Unfortunately for many attorneys, crisis skills are rarely taught; they are picked up haphazardly — if at all — over the years.
The better approach is a more formal training process that helps attorneys counsel clients through high-stakes situations.
The marketplace is calling for that expertise. Today’s attorneys are often expected to go beyond their strictly legal responsibilities and assist clients in protecting their reputation and business prospects. As Ken Frazier, CEO and former general counsel of Merck, said:
“Sophisticated clients don’t want ‘pure’ legal advice, they want workable solutions to their problems…at the intersection of law, business, technology, politics and moral judgment. Smart clients expect their lawyers to help them find solutions.”
Frazier’s viewpoint is especially salient during a crisis. Legal concerns are vital, of course, but they are not the only factor clients must evaluate. Every successful crisis campaign must carefully identify stakeholders, provide compelling narratives and develop robust engagement.
A training program in three areas can help attorneys better understand crisis management and enable them to operate more effectively as part of the client’s team.
For the rest, click here.
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Want to train your lawyers? Get in touch with Hennes Communications at www.crisiscommunications.com.
