Courting the Media: Public Relations for the Accused and the Accuser
by Margaret A. Mackenzie
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Book Summary Information
Author: Margaret A. MackenzieEdition: Hardcover
Audio: English (Original Language); English (Unknown); English (Published)
Published: 2006-11-30
ISBN: 0275991253
Number of pages: 204
Publisher: Praeger Publishers
Book Reviews of Courting the Media: Public Relations for the Accused and the Accuser
Book Review: PR Tactics for High-Profile Cases
Summary: 5 Stars
Johnny Cochran wrote in 2004 that "a smart lawyer recognizes that the media play a significant role in swaying public opinion in high-profile cases and, accordingly, looks to an expert [public relations consultant] to shape perceptions in a manner consistent with his or her view of the case."
*Courting the Media* is an anecdotal book, easy to read, and authoritative. It focuses mainly on public relations strategies and tactics in high-profile criminal cases (including white-collar), though Mackenzie also talks about dealing with the press in high-profile custody disputes, personal injury cases, and others.
Mackenzie goes a step further than Cochran in establishing the need for good PR in high-profile cases, extending this idea beyond public opinion in general to judges and juries specifically: "The depiction of a suspect or defendant by CNN, the nightly news, The New York Times, or the local home town [sic] paper--the court of public opinion--even before a trial or a conviction, will frequently influence what happens in front of a judge or jury."
You can learn a lot about working successfully with the media by reading this book. Mackenzie describes how she has worked with defense lawyers to counter inaccurate depictions of defendants foisted on the public through the media by aggressive prosecutors and police. She shows how some celebrities and their lawyers "used the media to their advantage," and also how some failed to do so.
I consider *Courting the Media* a companion to another good book about PR in high-profile litigation and criminal cases: *Lawyers and Reporters*, edited by Robert L. Rothman (ABA Litigation Section, Chicago, 2000).
Summary of Courting the Media: Public Relations for the Accused and the Accuser
Media relations are not just for the rich and famous. Mackenzie takes readers behind the scenes of high-profile cases in which men, women, and even children were thrust into the spotlight--many because they were victims of unwarranted prosecution by the justice system and inaccurate depiction by the press. With media-savvy guidance from Mackenzie, these people and their lawyers successfully challenged the prejudiced portraits that police and prosecutors tried to present. In this book, Mackenzie also weighs in on celebrity cases, analyzing how they and their lawyers used the media to their advantage, or how they failed to do so. Mackenzie is a consummate expert in the use of media relations in the court of law. Her conviction that a right to demand a fair portrayal by the press must not be reserved for the prosecution or the wealthy has propelled her career as she has fought for the falsely accused, the unjustly portrayed, and their families. The media coverage of suspects or defendants by CNN, the nightly news, the New York Times, or the local paper affects the court of public opinion, even before their trials, and is often as important as what happens in front of a judge or jury. Private industry and corporations have long used media consultants. Prosecutors have public information officers to advise their lawyers. To level the playing field, all lawyers need to be ready to represent their clients before the media as well as the jury. Not only can this be done ethically, but as Mackenzie shows in this book, given what defendants are up against today, it may be unethical to ignore the media when the other side is using every possible opportunity to advance their portrayal of the accused or the victim.Public Relations Books
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