Sam Eberts, Chief Legal Officer, Corporate Secretary and Senior Vice President of Corporate Affairs at LabCorp, explained how organizations can deal with the media during his presentation at the 2014 Chief Legal Officer Leadership Forum: Spotlight on Litigation in Washington DC on June 11. In his presentation, Eberts noted media training is valuable for several reasons.
According to Eberts, media training enables an organization to teach its employees how to effectively respond to the media. In addition, employees can highlight their organizations if they understand how to deal with the media, Eberts said, Meanwhile, Eberts pointed out media preparation is vital as well: "Your story is never going to be a winning story, but you can avoid losing with the media depending on how you prepare and how you package your answers and how you interact with the media. It’s a battle that you’re playing for; it’s a battle for your corporate or your personal reputation and it is a battle that you can win."
Eberts said there is a media dimension to litigation today. If organizations understand how the media works, Eberts said, they could avoid legal problems down the line: "There’s good guy and a bad guy, that complaint always reads like the good guy suing the bad guy. If you’re faced with major litigation, opponents are using the media more and more."