You can play with the law but you cannot play with the justice

1. The winning PR approach
against the law cases crisis
Firsan Nova
Managing Director
Nexus Risk Mitigation and Strategic Communication
PT. Denandra Stratejik

2. Publicity and the law
 Today, publicity and public relations have
become so important, particularly in high
profile legal cases, that many times such
activities become more critical than event in
the courtroom –in the rare instances when
such cases actually reached the courtroom.
 Despite, increasing use by lawyers of public
relations strategies and method, the job of
lawyer differs markedly from that of a public
relations counselor.

3. Publicity and the law
 In 1997, when Air Force bomber pilot Kelly Flinn
(adlh satu2nya pilot perempuan dijajaran angkatan
udara elit di Amerika, pesawatnya B52)was charged
with adultery, violating a direct order, and lying to
her superior, she and her advisor seized an
unprecedented strategy on the way to her court-
martial: they went public. After tearful appearances
with her family on 60 minutes and interviews with all
the major media, lieutenant Flinn convinced Air
Force Secretary to grant her a general discharge,
thus staving off a tidal wave of negative publicity for
the military.

4. Lawyer & PR
 A lawyer tells you what you must do, a PR
professional tells you what you should do.
 A lawyer, correctly, must counsel the client
on how best to perform in a court of law. A
PR must counsel a client on how to perform
most effectively in another court –the court of
public opinion. (PR menunduk dan tdk ada
komen maka 65% sudah dicap bersalah)

5. The winning public relations approach
 Lawyers as public relations person
 Power of the media
 the importance and power of the media cannot be overemphasized. The first
impression the public gets is usually the one that is most important
 No comment
 … it adds absolutely nothing and leave the public with negative impression
 Lying to the media
 It is never a good idea to lie to the press. …
 Media relationship
 Responding to the press
 Framing answers
 The tabloid (jgn dealing dgn tabloid krn tabloid tukang gosip)
 Cooperating with tabloid only gives them a legitimate source of information
which can be misquoted or taken out of context and does little good for your
client
 Dealing with TV hordes

6. The legal concerns of public relations
today
1. The first amendment
2. insider trading
3. Disclosure law
4. Ethics law
5. Privacy law
6. Copyright law
7. Internet law

7. Public relations & the legal profession
1. Become an equal partner with legal counsel
2. Combat the legal “No Comment” syndrome
(jauhi No comment)
3. Take the initiative in making
announcements
4. Research the background of the jury
5. Winning may not be everything
6. Beware of leaving a paper trail

8. Litigations Public Relations
1. Learn the process
2. Develop a message strategy
1. Think about what should be said at each stage of trial.
3. Settle fast
4. Anticipate high-profile variables
1. Often in public case, everybody gets into the act.
5. Keep the focus positive
6. Fight nicely
1. Wars are messy, expensive and prone to produce
casualties

9. Peran PR dalam kasus hukum di
pengadilan. Sebelum kasus ke Pengadilan
Kasus
Berita dari media
massa akan
digugat
Peran Advokat
Menunggu surat
pemberitahuan dari
pengadilan
Peran PR
Menerangkan mengapa gugatan
bisa terjadi & meraih simpati
publik
Dimintai
keterangan oleh
Polisi
Mengadakan Pra
peradilan
Meminta Klien bicara dengan
media massa & menjadi
warganegara yang
bertanggungjawab dan tetap
menggunakan hak-haknya
Panggilan
pengadilan
Konfirmasi belum
atau sudah menerima
surat dari pengadilan
Mempersilakan klien memberikan
keterangan kepada media bahwa
dia akan menghadapi gugatan
tersebut

10. Peran PR dalam kasus hukum di
pengadilan.
Saat Kasus diproses Pengadilan
Kasus Peran Advokat Peran PR
Bukti-bukti
menunjukk
an klien
bersalah
Advokat
menunjukkan
bukti
sebaliknya
PR membantu advokat
menjadikan bukti-bukti
mudah dimengerti oleh
media untuk disampaikan ke
publik. Agar publik dapat
melihat sisi masalah ini
secara lebih berimbang

11. Peran PR dalam kasus hukum di
pengadilan. Pasca Keputusan Pengadilan
Kasus Peran
Advokat
Peran PR
Klien
dinyatakan
bersalah
Naik
banding
(Klien sebetulnya tidak bersalah)
Mendapatkan simpati dengan
mengatakan latar belakang
psikologis mengapa melakukan hal
tersebut.
(Klien sebetulnya bersalah)
Memanfaatkan media untuk
membeberkan fakta-fakta yang
menunjukkan hasil sebaliknya

12. Media Relations Kasus Hukum
1. Mendudukan data dan kronologis peristiwa.
seandainya kt blm tahu kejadian trsbt maka kt
harus blg kpd wartawan bahwa kt blm tahu
kejadian trsbt dan akan mengabari scptnya stlh
mdpt kbr.(dgn data yg terumpul lbh dr 50%)
2. Menumbuhkan “pohon informasi”
3. Segmentasi penyimpangan informasi
4. Mengembangkan sikap yang sesuai dengan
masalah yang berkembang

13. Adakah kemungkinan PR dituntut?
 Jika PR dituntut
1. Pelajari kasus posisi
2. Kumpulkan dokumen
3. Minta pendampingan advokat