Executive visibility in the AI Age: Media training is now a governance issue [Published in BOLD]
In the age of AI, public communication travels much farther and makes a deeper impact than ever before. Public statements do not stay in one place; they are indexed by AI-driven search systems and contribute to the online narrative about an organization. This means that law firm leaders must be visible enough to tell the story clearly and consistently. Executive visibility is a key part of law firm public relations strategy.
Gina Rubel and our International Faculty member Danielle Boudreau recently published an article highlighting the importance of media training in managing a firm’s reputation. Given the prevalence of AI scraping and repurposing public statements, they identify three immediate realities:
- Clarity is no longer optional.
- Speed magnifies risk.
- Digital permanence is unavoidable.
Strategic visibility governance is essential for ensuring public commentary is aligned with the complex web of concerns impacting a firm’s operations.
AI has also created a landscape in which generic thought leadership is ubiquitous. Therefore, attorneys are more likely to gain traction by providing informed assessments of the business impact of legal developments, rather than overviews and summaries.
The information scraped by AI can end up in a wide variety of content, including industry newsletters, legal blogs, LinkedIn posts, and other articles. Executive media preparation must include:
- Strategic narrative architecture
- Precision communication under pressure
- AI awareness and digital risk literacy
- Governance integration
While there are considerable risks in this changing digital landscape, there are opportunities to stand out from the competition by communicating clearly and strategically. Law firm leaders who understand how to shape the narratives of their firms are the most likely to thrive in this new world.
You can read the full article in the Business of Law Digest (BOLD) at Reputational Management: Executive visibility in the AI Age: Media training is now a governance issue.