When a major case hits the headlines, law firms are suddenly pulled out of the relative privacy of client meetings and into the harsh glare of public scrutiny. Cameras outside court, journalists calling for comment, social media picking apart every phrase – all of this can impact both client reputation and the firm’s brand in a matter of minutes.
In that moment, the ability of partners and senior associates to handle interviews confidently, clearly and ethically is just as important as their preparation in court. This is where specialist Media Training and Crisis Media Training come into their own: helping lawyers speak with authority without breaching confidentiality, prejudicing proceedings or inflaming a sensitive situation.
The reputational stakes in high-profile legal matters
For many clients, choosing a law firm is as much about trust and reputation as it is about technical expertise. When a case becomes high profile – whether it’s a criminal trial, a major regulatory investigation, a class action or a corporate dispute – that trust is put to the test in public.
Headlines are rarely nuanced. A complex regulatory issue can be distilled into a few lines. A single off-the-cuff remark on camera can be shared, clipped and replayed out of context to audiences far beyond the courtroom.
For law firms, the risks include:
- Damage to the client’s reputation, affecting share price, stakeholder confidence or personal standing.
- Perceptions that the firm has mishandled communications or allowed speculation to spiral.
- Long-term impact on the firm’s own brand, especially in specialist sectors like financial services, healthcare, tech or public bodies.
Structured Media Training ensures that when lawyers do speak publicly, they do so with a clear strategy, consistent messaging and a full understanding of how their words may be used.
Why lawyers can’t avoid the media anymore
In the past, firms might have tried to avoid comment altogether, relying on a simple “no comment” or a written statement. Today, that approach often creates more questions than answers. Silence can be read as evasiveness, indifference or even an admission that something has gone wrong.
Partners and senior associates are increasingly expected to:
- Provide on-the-record commentary for broadcast, print and online outlets.
- Explain complex legal processes in plain language during high-profile trials.
- Reassure stakeholders, from investors to regulators, that matters are being handled responsibly.
- Protect client interests while demonstrating openness and accountability.
Media Training tailored for law firms equips senior lawyers to do this without compromising legal obligations or client relationships. It helps them step into the role of spokesperson with confidence rather than reluctance.
Walking the line: clarity without breaching confidentiality
The biggest concern most lawyers have about media interviews is simple: “What if I say something I shouldn’t?”
That fear is not unfounded. Poorly prepared spokespeople risk:
- Breaching client confidentiality.
- Prejudicing ongoing proceedings or falling foul of contempt rules.
- Mis-speaking on regulatory or market-sensitive matters.
- Offering personal opinions that are then reported as the firm’s official stance.
Specialist Media Training for legal professionals focuses on where the boundaries are – and how to stay safely within them while still saying something meaningful.
Well-designed coaching helps partners and senior associates:
- Develop clear, approved key messages that can be used across interviews.
- Use bridging techniques to move away from speculative or inappropriate questions.
- Learn phrases and structures that are accurate, lawful and still human.
- Prepare for hostile or rapid-fire questioning without becoming defensive.
This is not about teaching people to “spin” the truth; it is about helping them communicate the right information, in the right way, at the right time.
Media Training built for high-profile trials and investigations
High-stakes matters demand more than a generic presentation skills workshop. Crisis Media Training for law firms uses realistic, case-based scenarios to reflect what actually happens when a case hits the headlines.
A typical programme might include:
- Simulated broadcast interviews replicating the pressure of a live camera or doorstep encounter outside court.
- Crisis scenarios involving regulatory dawn raids, data breaches, corporate scandals or professional negligence claims.
- Message development exercises to align legal, communications and client teams on what can be said and who should say it.
- Review and playback so partners can see how they come across on screen and refine their approach.
By practising in a safe environment, partners and senior associates can make mistakes in private, not in front of millions of viewers. They leave with a toolkit of practical techniques to draw on when the real thing happens.
Protecting both client and firm reputations
When designed well, Media Training supports both the immediate legal strategy and the longer-term reputational interests of the client and the firm.
For clients, media-ready lawyers can:
- Reassure stakeholders that the matter is being handled professionally and thoroughly.
- Correct inaccuracies or misconceptions without inflaming the situation.
- Demonstrate that the client is taking issues seriously, whether they are the subject of allegations or the victim of wrongdoing.
For law firms, trained spokespeople:
- Reinforce the firm’s positioning as calm, expert and trustworthy under pressure.
- Reduce the risk of inconsistencies between legal submissions, public statements and internal messaging.
- Strengthen relationships with clients who expect their advisers to manage both legal and reputational risk.
Crisis Media Training makes it easier for firms to align legal advice and communications advice, rather than treating them as separate worlds.
Building a bench of confident media spokespeople
Relying on one or two media-friendly partners is no longer enough. High-profile matters often span multiple practice areas and jurisdictions, and journalists may want to speak to different specialists over the life of a case.
Firms that invest in Media Training for a broader group of partners and senior associates benefit from:
- Greater flexibility in who can front interviews and briefings.
- Consistent messaging across teams, offices and disciplines.
- Increased confidence among partners who may be experts in law but nervous about media exposure.
Training can be tailored to different roles: equity partners leading major mandates, practice heads providing sector insight, or senior associates likely to be thrust into the spotlight as subject-matter experts.
Making media readiness part of risk management
Ultimately, media readiness should be seen as a core part of a firm’s risk management framework, not an optional extra when a story breaks.
By embedding Media Training and Crisis Media Training into partner development and leadership programmes, firms can:
- Treat reputational risk with the same seriousness as legal and regulatory risk.
- Ensure that crisis communication planning is integrated with case strategy and client care.
- Respond faster and more coherently when the unexpected happens.
When reputations are on the line, the question is not whether the media will call – it is whether the firm is ready when they do. Law firms that invest in media-trained partners and senior associates protect not only their clients’ interests, but also their own standing in a highly competitive, highly visible marketplace.