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<b>Media & Communications Corner:</b> Becoming the TV Star You Always Wanted to Be
The glamour and cache of being interviewed on CNN or CNBC as a national legal source is quite appealing to many attorneys. Broadcast journalism reaches a broad audience and for many, is seen as more exciting than print. And when other attorneys (deemed not as accomplished as themselves) appear on TV, they often wonder: How can I get there too? The answer is: preparation and some honest reflection.
Picking A Star
First, law firms, like corporations, need to decide who they want representing them in the public eye. Firm management needs to choose attorneys that will appropriately represent the rest of the firm and those attorneys need to be clear leaders in their practice area. Once those attorneys are identified, the next issue that needs to be addressed requires the most honesty. Firms need to evaluate which attorneys are best suited for broadcast. This is not a beauty contest; it is a question of who is able to present themselves well, be poised, confident, and appear unflappable. Many people who can handle a print interview well get nervous when the camera and lights turn on. Some of them will grow accustomed to it with practice; others may never be comfortable. This is something that needs to be evaluated before an attorney is thrown to the studio. Once firms have established which attorneys are best suited for broadcast, the makeover can begin. There are three main areas to address: actual physical appearance; content; and how the message is delivered.
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