Media Course Should Be Taught to Australian Law Students

A new university course that teaches Canadian law students how to better interact with the media should be introduced in Australia, according to a leading crisis communications practitioner.

The subject, ‘Crisis Communications for Lawyers’, is an initiative of the University of Calgary to better educate law students to understand the connection between the law and public relations.

Managing Director of Mercer PR, Lyall Mercer says it’s long overdue in Australia because there are still far too many lawyers who provide advice that ignores the changing media world, and this advice often adversely affects their clients.

“During a crisis a company or organisation usually engages with two key outside consultants, being lawyers and public relations companies,” he explained.

“The ideal situation is for both to be working together to assist their mutual client to achieve the best possible outcome from both legal and reputational perspectives.

However he said that too often lawyers are only focused on legal outcomes, ignoring the damage that ongoing negative publicity is doing to the client’s reputation.

“It’s very frustrating for me to deal with lawyers who don’t understand this, and I have had some clients instruct me to completely ignore the legal advice because they also realise it’s not meeting their needs.

“When lawyers understand the world of PR – and I have worked with some who do – the benefit to the client is significant,” Mr Mercer said.

The Canadian course teaches students to “speak effectively to the media in order to serve your client’s best interest” and includes simulations based on real world events.

Students learn how to be proactive about media while still ensuring legal obligations are met.

“What’s the point of achieving a favourable legal outcome but losing in the court of public opinion and damaging your overall reputation, which can cost far more?” Mr Mercer asked.

“Issues and crises are best resolved when lawyers and PR practitioners work together and understand the importance of the other’s role.”

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About the University of Calgary’s course: http://ucalgary.ca/utoday/issue/2018-03-26/law-course-offers-insights-working-media-times-crisis