As general counsel of the National Religious Broadcasters, Craig Parshall is using more than legal skills to advocate on behalf of the nonprofit organization. From giving media interviews on controversial issues to writing blog posts about potential public relation disasters for NRB’s goals, Parshall says he is accessing “the court of public opinion” to articulate his group’s mission.
The GC shared four tips with CorpCounsel.com on how to successfully interact with the media to further an organization or corporation’s interests.
1. Engage in the conversation
Whether through newer media outlets like Facebook and Twitter, digital magazine articles sent directly to their constituents, or blog posts placed on relevant sites, Parshall suggests that it is imperative to find ways to get involved in the issues on behalf of your organization. He recently weighed in about a controversial new reality TV program with a contributed blog post on Christianpost.com. Using concrete examples that explain complex legal issues in simple terms, Parshall advocates for the NRB using his own voice.
An important step in this process is to “get educated on the varieties of new media available,” he says. Parshall recommends the seminars put on by state bar associations as particularly good sources for understanding the tools an organization can use. Lawyers “can’t afford to ignore the opportunities for instant communication,” he says.
