Recently, People Magazine and other major celebrity media outlets reported that Brooklyn Beckham and his wife, Nicola Peltz, hired British privacy and reputation management attorney Jenny Afia, a partner at the London office of Schillings, to address rumors of a family feud.
Brooklyn Beckham is a British model, photographer, and chef. He is the eldest son of former footballer David Beckham and fashion designer Victoria Beckham. Nicola Peltz Beckham is an American actress and filmmaker, best known for her roles as Katara in the film The Last Airbender and Bradley Martin in the TV series Bates Motel.
While terms like “reputation manager” and “crisis consultant” are common in the U.S., the title “reputation attorney” is less familiar. To learn more, we spoke with Christine Rafin (shown here), a member of the Reputation Communications Advisory Board and General Counsel for MediaCo LLC, publisher of the National Enquirer, National Enquirer UK, Star, Globe, and the National Examiner.
Below is an edited version of our conversation.
Q: What does a reputation attorney do? Are they common? What advantages do they offer celebrities compared to reputation managers, publicists, or crisis advisors?
Christine Rafin:
Attorneys specializing in reputation are not common in the U.S. While that may be a part of their job, they likely will be focused more broadly on defamation and privacy laws. In the U.S., we have the First Amendment providing freedom of speech unlike anywhere else in the world.
But it is very valuable to have an attorney who is well-versed in the law on your side, whether you’re a public figure—or even if you’re not. “Reputation” attorneys frequently deal directly with media outlets and understand the inner workings of newsrooms and the nuances of the law. A well-respected attorney who regularly represents celebrities usually knows how to quickly reach the right people within those organizations.
When a journalist or in-house attorney receives a call from an attorney, it usually signals an escalated threat compared to an email from a publicist. The attorney’s involvement shows that litigation is a real possibility, which can prompt a more serious response.
Hiring an attorney with expertise in relevant areas—such as defamation and privacy laws—is crucial. They know exactly what to say and how to craft their communications to convey the necessary message effectively. While PR firms can do excellent work, there’s a distinct difference when an editor or legal counsel at a media outlet hears from a lawyer rather than a publicist. A lawyer can initiate legal action immediately if needed.
This approach isn’t just for celebrities; it can also be helpful for CEOs or leaders in any industry who are not public figures but face unwanted media attention.
Q: Why is controlling the narrative so important for celebrities and public figures?
Christine Rafin:
Control is key. Some celebrities believe that any publicity is good publicity, while others are more private and want to keep certain aspects of their lives—such as their children or marriage—out of the spotlight. For law firms that represent celebrities, in many instances it’s important to respond to untrue, unfair, or otherwise unwanted coverage and to manage the narrative. When a celebrity’s representative responds to news coverage, even with a denial or correction, it is important for the media to report that response.
This principle also applies in the corporate world. If negative media coverage arises about a CEO or company leader, it’s vital to control the narrative to the extent possible. Having a skilled PR professional is beneficial, but having an experienced attorney on your side can make a significant difference.
Takeaways:
Reputation attorneys play a unique and increasingly important role in helping celebrities and high-profile individuals manage their public image, respond to negative press, and protect their privacy and reputation through legal means. Their expertise complements the work of publicists and crisis managers by adding legal leverage and credibility to any response.