The oversight isn t the reporters fault. An increasing number of law firms hire public relations professionals to help put them in the media spotlight. But the law firms themselves don t necessarily want to be known for the pro bono work their lawyers do. O Brien helps his clients at law firms understand the difference between their expectations of media coverage and the role of journalists. Typically, the media are oblivious to the fact that an attorney may do pro bono work.
Lawyers also get positive press by being quoted as experts on various legal issues in some stories.
Even with a high profile case, it is usually the lawyer, and not the firm, who gets mentioned in the story. Publicity for firms is a lesser priority for the media. Elusive Reporters can have a difficult time covering legal issues and the courts. Eric Effrom, editor and publisher of The Legal Times, a Washington, D.C., newspaper that focuses on legal affairs in the nation s capitol, has organized and taught programs about legal journalism for the Society of Professional Journalists. Through his contact with journalists around the country, he has developed a feel for what reporters know about the legal profession and its commitment to pro bono work.