Seattle PR firm's 4 expert tips to help attorneys plan media

Firmani + Associates partner Annie Alley shares tips for planning around high-stakes attention.

When a legal case grabs headlines, the courtroom isn’t the only place that matters. At Firmani + Associates, a Seattle PR firm focused on integrated marketing, public relations and strategic communications, we help attorneys and clients stay prepared, especially when public scrutiny adds pressure.

In an interview with Washington State Bar News, F+A partner Annie Alley shares how legal teams can manage media attention before it becomes a distraction or liability. The article, “In the Spotlight: What Happens When Your Case Goes Viral?” explains why proactive planning is key.

“Often what gets missed is that preparation component,” Annie said. “Attorneys may be so laser-focused on preparing the case for filing that they might forget to prepare for public interest and media attention.”

Her core advice when working with the media? Don’t wait. If your case involves high-profile individuals, emotional issues or headline-worthy facts, assume the media will call. As a PR firm for law firms, we use a simple strategy to help lawyers and their clients stay in control:

  1. Prepare: Prep like you would for court. Define the message, flag what’s newsworthy and be ready for media inquiries. “A lawyer would never go into a courtroom cold,” Annie noted. “Don’t go cold into a media interview either.”
  2. Digest: Speak like a person. Break the issue into easy-to-understand big-picture themes. Reporters – and their readers and viewers — want meaning, not legal nuance.
  3. Confer: Align with the client’s goals. Are they seeking awareness, justice or change? Help them speak clearly and confidently by understanding how the media works with deadlines, soundbites and repetition.
  4. Contain: Sometimes, say less. If an interview isn’t possible or could backfire, a short written statement can help manage the message and avoid extending the life of the story.

Read WSBA writer Colin Rigley’s full interview with Annie Alley in Washington State Bar News here: “What Happens When Your Case Goes Viral?” Need help navigating media attention? Contact Firmani + Associates, the Seattle PR firm trusted by Pacific Northwest business leaders for over 30 years.