Marketing Roundup: Legal Storytelling, Crisis Communication, And Media Relationship Strategies

As a part of the Legal Marketing Association’s (LMA’s) partnership with Above the Law, each month we’ll share a roundup of insights and intel from Strategies & Voices, the official online publication of LMA, dedicated to the craft of legal marketing.

Articles in this edition focus on communications, from legal storytelling to crisis communication and media relationship strategies.

Declining Media Requests While Preserving Relationships

Turning down a media request doesn’t have to burn bridges. In “The Right Way to Decline a Media Opportunity and Preserve the Relationship”, authors Ioana Good and Natalie Magierski provide practical advice for gracefully saying “no” while keeping doors open for future engagement.

Good and Magierski explain the importance of quick responses, alternative suggestions and proactive relationship building with journalists. By equipping attorneys with templates and expectations, legal marketers can maintain strong media ties and elevate their firm’s public presence — even when declining participation.

Training Attorneys for Crisis Communication

In a world where crises can escalate rapidly across platforms and news cycles, attorneys’ ability to communicate confidently and clearly is crucial. In “To Market a Crisis Practice, Train the Attorneys in Crisis Communications”, author Tilden Katz highlights the marketing opportunity within a firm’s crisis management capabilities — and the gap that often exists when attorneys aren’t prepared to face the media.

Katz offers actionable tips for training lawyers to become better spokespeople, including mock interview practice and alignment with marketing and PR teams. He also notes that law firm marketers should play a strategic role in positioning the firm’s crisis response capabilities as a differentiator in the market.

The Power of Perspective in Legal Storytelling

Legal marketers understand that narrative makes complex legal concepts relatable. In the podcast episode “Legal Storytelling: Insights, Access and the Power of Perspective”, Cheryl Bame, Brian Kiefer and Andrea McCartha explore how inclusive storytelling can reshape firm presentations to clients and internal audiences. They discuss the role of marketing professionals as curators of diverse perspectives, using storytelling for strategic business development.

The three encourage firms to move beyond traditional case studies and create authentic stories, reflecting lived experiences and value alignment. This approach fosters meaningful engagement with clients, recruits and stakeholders.

Contribute to Strategies & Voices 

Do you have a compelling case study about your firm, or marketing insights to share? Share your ideas with Strategies & Voices today.

Cristal Carranza is the Practice Development Manager at JAMS, the largest private provider of alternative dispute resolution services worldwide. Based in the Detroit Metropolitan Area, she specializes in marketing, business, and practice development across Detroit, Minneapolis, and St. Louis. Cristal is an active member of the Legal Marketing Association, contributing to its Strategies & Voices editorial committee.

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