Strategy of the Week

Whether you're starting a new role or have been with your organization for years, here's a strategy sure to advance your career: Make friends with the lawyers. In "Managing PR & Legal Concerns," a Webinar presented last week by PR NEWS, we covered the critical importance of fostering consistent communications with the legal team. Forging these relationships before a crisis strikes can help advance your communications agenda if and when it does. Jan Drummond, senior director of external communications for Sears Roebuck & Co., offered the following advice for nurturing what could be one of the most important professional relationships of your career: Manage expectations about media coverage. Position yourself as a resource to legal by: 1. Offering occasional PR updates on hot media issues at law department meetings; 2. Sensitizing attorneys to monitor issues for indications of media interest and encouraging them to call on PR for a consultation. Create and maintain a candid and open environment for discussion. Don't settle for "no comment;" find a way to inject positive information in every media issue with a legal aspect. (Contact: Drummond, Editor's Note: Look for full coverage of this Webinar in next week's issue of PR NEWS.

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