PR, the Law and ScandiCrime

At first glance these could be promo stills for a new Scandinavian crime series, soon to be shown on BBC4.

They aren't.

Sadly, the drama is altogether more real, more tragic, more chilling. This is the defence team for Anders Behring Breivik, who is about to go on trial in Norway following the appalling murders on the island of Utøya last summer.

In PR ethics classes I often begin by asking students and practitioners whether they would be prepared to work for the Yorkshire Ripper, Peter Sutcliffe, or Soham murderer Ian Huntley. The answer is invariable an emphatic 'No!' 

I then ask what they think their response would be if they were a barrister. Would they represent someone accused of a horrific crime? Of course they would!

Trying to work out the difference between advocacy in a court of law and advocacy in the court of public opinion is an instructive exercise, and presents quite a challenge for most students and many experienced practitioners.

Everyone agrees that it is vital to justice in a democratic society that everyone has the right to legal representation and many were impressed by the quiet dignity of the lawyer designated to defend Breivik.

So it is not surprising that Scandinavian commentators have reacted strongly against the release of a series of photographs, taken by a news agency, which seem to glamorise the defence team in a way that is, at very best, ill-judged.

Clearly, some understand the law a lot better than they understand effective public relations. 

 

 

Comments

[Pål Horsle]

I have to defend the defenders - as the only thing they have done regarding this comment is to make photographs of themselves. This minor event is blown out of proportions of the commentators (among PR-commentators). Explanation: Especially in Norway everybody are extremely tense 'cause of the upcoming trial starting next week in addition to eagerness to not miss a comma of any event. Event though PR and law hasn't been commented neither analyzed quite well. Interesting theme to comment during the trial.

[Mediations]

Thanks, Pål, your comments are appreciated. I was trying not to be overly critical of the lawyers, particularly at a difficult time. Rather I wanted to explore the difference between legal advocacy and PR advocacy. As I understand the situation the photos weren't released as part of a PR push and I appreciate the desire not to look anything but serious and professional, but - assuming they had some control over what was released - it still seems ill-judged. The legal team will be judged by its performance in the courtroom and it unfortunate of what looks like image-management draws attention.

[Chris Rushton]

I think you should criticise the legal team - not for representing Breivik, but for seeking to publicise themselves in an intentionally glamorous TV-series promotional way. These pix were not composed in this way by accident. Again, there's nothing wrong in this photocomposition for, say, a general PR pic, but to release them in this context is bad judgment for both the legal team and their client.