I’m a full-time PR guy and moonlight as a law student. So, I was intrigued to read the latest in a series of posts at Above the Law looking at alternative careers for attorneys: public relations. David Lat quotes an e-mailer who writes about PR:
While I have nothing quite as clever as Manager of Legal Sea Foods, I can propose a career that has unlimited earning potential, bonuses and still allows a JD the opportunity to be involved in interesting and high-profile issues: public relations. Several of the top agencies today, including those specializing in issues management or crisis communications, have positions available for lawyers (or recovering lawyers).
At my last agency, I worked with a total of seven, most of whom attended Top 15 law schools. Most of our clients were involved in product recalls, discrimination lawsuits, predatory lending practices, patent disputes, etc. The work was highly confidential and occasionally involved a good courtroom battle, aside with the typical battle with the NYT. Since we dealt with the general counsel’s office most of the time, it was a tremendous asset to have someone who understood their “language.”
I can’t disagree with the writer (except for the “unlimited earning potential” part). But it’s important to remember something up front. If you go into PR you need to appreciate the role that media and communications plays in the process. You will not be developing and defending your theory of the case or writing briefs or in the courtroom or negotiating for clients. You will not be doing the substantive legal work you trained for during law school.
However, communications can impact - and, at times, change - the outcome of the substantive legal process - or whateve process we’re talking about. Well-timed, well-executed communications can make up for a host of shortcomings in your client’s work and, more importantly, can help bring attention to the strengths of your client’s position, products, or issues. You become an expert at boiling your client’s problem/issue/message into a form that will play in the media and with those audiences. But you don’t develop the substance of those messages or issues - you just communicate them in the most effective way.
It’s fun. There’s no doubt about that. Just know what you’re getting into before you make the jump.
