A lawyer who is going to represent a client outside the courtroom must become more comfortable in talking freely about their client’s case. Lawyers, trained to protect client confidences and to control information, have a natural tendency to answer only the questions that are asked and to give no more information than is necessary to resolve the issue. Some lawyers even relish in telling a reporter, "NO COMMENT." Even saying, "we can't comment on ongoing litigation" is a bad strategy. In the view of the public, information and communication are the two factors that build trust and go a long way toward preserving one’s reputation.
A public relations counselor can employ specific tactics to protect the reputation of a company or an individual leading a company while reinforcing issues legally. For example, in the public eye, we are presumed guilty if we respond to a reporter’s question with “no comment.” A better way to respond to a question you do not want to answer or are not ready to answer is to deflect it, by saying something like: “That is a very good question, one that we are looking into at the moment. As soon as we learn something new, we will get back to you promptly.”
It is important to know why you are talking to the media and what outcome you hope to achieve. Planning and preparing statements in advance will certainly help in mitigating risk and protecting your client's reputation in the public eye.