Ask the authorities.

• Author: Hirsch, Stewart
• Position: Handling corporate issues - Column

In order to have diverse points of view for this month's question, we have reached both within and outside LMA and the legal profession.

THE QUESTION

Our mid-size firm just got hit with a sexual harassment suit by an associate against a partner. Our managing partner wants to handle this quietly. I think marketing should take the lead to address this with our public relations firm and internally. How do I convince him, without looking like I'm just grabbing power?

RESPONSES

Donna Shaft

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To handle an issue such as this "quietly" means to handle it so well that it stays quiet. Be clear with the managing partner that handling this situation well can only be accomplished with the involvement of the two most-committed professionals he has at hand: you--the firm marketing professional who is the internal "keeper of the flame" with respect to the public face of the firm's reputation and brand integrity--and your trusted PR professional to manage the internal and external communications in accord with the firm's defined reputation and brand. Neither one of you can be completely effective without the participation of the other.

On the expressed aversion to appearing to be "grabbing power," I say, "Banish the thought!" That is not a concern worthy of your energy. In truth, my experience is that few attorneys (including managing partners) see the marketing function as a seat of power. You will gain their respect by ably partnering with your PR adviser to manage this problem, effectively and, yes, quietly. Participating in this instance is required as part of your job--contributing your professional judgment, informed counsel and talents to maintain the internal and external reputation and brand of the firm.

Donna Shaft is a former LMA president and counsels law firms of all sizes on profitability, growth and differentiation in competitive markets.

Tom Ciesielka

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The Socratic method of offering your help through questions will aid the managing partner to see the value of your public relations expertise without thinking you're grabbing power. Questions to ask include:

* Would you like a list of case studies of similar lawsuits that have impacted other law firms reputations?

* We use a service that tracks how our firm is portrayed in the press, including social media. Should we use it to see if this lawsuit has gone public?

* Are you familiar with the three-hour rule of news on the Internet--that once a lawsuit...