Reputational Management: Crafting and issuing effective public statements

By Gina Rubel

Public statements are more than just words—they’re powerful communication tools for attorneys and law firms. Whether addressing sensitive internal issues, celebrating courtroom successes, commenting on matters of public concern, or responding to  inquiries from the public, how law firm leaders craft these statements can shape a firm’s reputation, reinforce their values, and foster trust.

Clear, well-reasoned, and data-supported statements can help address concerns thoughtfully and also promote constructive dialogue with key stakeholders. This guide will provide insights and best practices to help legal professionals create impactful public statements that convey credibility and safeguard against unnecessary criticism.

What is a public statement?

A public statement is a formal communication by an individual or organization for public consumption, often used to inform, clarify positions, respond to inquiries, or influence public perception. From this description, you can already see why public statements are an important tool when communicating, particularly when you are addressing complex or difficult topics.

When is a public statement appropriate?

Public statements are most often used when attorneys need to communicate important information to a broad audience clearly and authoritatively. Here are some examples of situations that may call for a public statement:

• Crisis management:Addressing concerns, correcting misinformation, or managing reputational risks.
• Legal news: Clarifying positions on wins or losses, precedents, or important changes in the law.
• Public announcements:Sharing organizational decisions that impact public-facing stakeholders/shareholders, such as mergers/dissolutions or other significant firm developments of public interest.
• Social positioning:Reinforcing values or addressing social issues relevant to a firm’s mission.

What comprises an effective public statement?

By their nature, public statements are public, which means that they must be carefully conceived and well-thought-out. Effective statements have a clear goal, address a defined issue, highlight a relevant topic, and convey a strong message. In the digital age, statements live on long after they have been issued. Therefore, your goals for the statement are crucial to determining whether it will achieve its purpose now and in the future.

When the ACLU released a statement about  its decision to defend the National Rifle Association in a 2024 case before the U.S. Supreme Court, the ACLU’s goal was to reaffirm its mission and commitment to defend free speech while offering the public an important explanation:

“When we defend clients with positions with which we disagree, or even abhor, it’s because we are defending values crucial to the work of civil rights advocates in the past and present. These values include doctrines that protect our rights — at the local, state, and federal level — to join economic boycotts, hold protests, and publicly dissent.”

In the above example, you can see the ACLU frame the issue of government overreach and censorship, the topic of free speech, and its core message: “defending values crucial to the work of civil rights advocates in the past and present.” This statement also illustrates that the ACLU understands its audience. Knowing that many of the ACLU’s stakeholders were concerned or confused about an unpopular decision to represent the NRA, the organization issued a statement directly addressing these concerns.

Know your audience

Good public statements understand and address the concerns of their intended audiences. When addressing judicial appointments, for example, the American Bar Association focuses heavily on legal qualifications and precedent—a strategy that directly appeals to lawmakers and legal professionals alike.

If your audience is other attorneys, statements might emphasize how an issue directly impacts the practice of law or professional ethics. If your audience is the general public, your statement should be clear and concise and avoid jargon and legalese. If your audience is a politician or legislator, use concrete examples, legal precedents, or historical context and legal reasoning to  support your messaging.

Align your message with your mission, vision, and values

All organizations, including law firms, stand for something. Regardless of whether your firm has formal mission and vision statements on its website or other public-facing materials, any formal statements you issue should not conflict with those stated values. Your stakeholders and the public expect consistency, so use your public statements as an opportunity to reinforce your values.

Choose the information you share in public statements selectively; not every issue can, or should, be addressed in a public statement. Make sure the issue you are addressing is aligned with your firm’s mission. It is probably not appropriate for a law firm focused on wealth planning to weigh in on the latest rulemaking from the National Labor Relations Board. In these cases, silence is also your friend – sometimes saying nothing at all speaks volumes.

Choose words wisely

Well-crafted statements strike a balance between professionalism, clarity, and emotional resonance. To ensure that your statement is both authoritative and accessible, the tone of the statement should match the subject matter. Depending on the context, the tone may range from assertive, such as in cases of advocacy or legal defense, to empathetic or conciliatory when addressing sensitive issues or public concerns. For urgent issues, adopt a motivating and impassioned tone. For controversial topics, use measured, diplomatic tones.

Precision in language is essential to avoid ambiguity or misinterpretation. The overall tenor should reflect your values and principles.

Anticipate reaction

In the age of social media, everyone is a journalist or a commentator. Before you issue any public statement, ensure that you have adequately anticipated how fellow attorneys, professional staff, clients, or the media might react to it. Be prepared to professionally and calmly recognize dissenting opinions.

Communicate strategically

Timing is everything. Releasing a statement too early may lead to misinformation, while delaying too long to issue a statement can result in a loss of control over the narrative. Choosing the right platforms to distribute your statement, whether traditional media, social media, or official press releases, maximizes reach and credibility. Fostering two-way communication through public forums, social media engagement, or follow-up discussions with the media enhances transparency and trust, allowing organizations to address concerns, clarify positions, and adapt messaging as needed.

Words matter, so make them count!

A well-crafted public statement builds trust, promotes meaningful dialogue, and strengthens your credibility. When thoughtfully executed, public statements can spotlight important issues or professionally address unresolved concerns. By working with your communications and public relations team, whether internal or external, and establishing clear guidance in advance, you’ll be ready to navigate any situation with confidence and clarity.

 

Gina Rubel is the CEO and general counsel of Furia Rubel Communications. She educates professionals on devising and implementing strategic communications plans to manage their reputation, develop and attract top talent, and drive business success. She is the co-host of On Record PR. Gina can be reached on LinkedIn at https://www.linkedin.com/in/ginafuriarubel/.