A marketing manager of a regional law firm in California told me a story last week that demonstrates why lawyers need PR counsel.

The morning paper arrived on the marketing manager’s desk and to her surprise; the front page story quoted the managing partner of one her offices. She had no idea the attorney took the call from the reporter or gave a statement on behalf of the firm. The story focused on associate compensation, a sensitive issue among law firms today. The quote was far from the message that the law firm wanted to communicate to the legal community and the attorney gave an interview without checking with the firm’s PR team.

We all know lawyers are well educated and smart, but too often they forget that those skills and traits that got them to become successful associates and partners are not necessarily the skills they need to work with the media. Everyone, even the top professional athletes and CEOs, need coaching.

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