Frohlichstein would like to do away with Latin, and have lawyers speak in plain English. If you start saying 'pro bono, nobody understands. Fault lays at both parties' feet. Lawyers have to remember if it means a lot to them, it doesn t mean the same thing to a media gatekeeper who has to consider what it means to the audience. Frohlichstein is adamant on one point.
Lawyers can get more and better coverage by the media.
Frohlichstein recommends that lawyers take the initiative. When media attention can help their pro bono clients get their story across, lawyers can suggest contacting the media. In the end, attorneys should look at doing pro bono work for the value of the work, not for the publicity. If they think so, they should work in partnership with clients and approach the media to get the word out in cases of significance. Jack Wax is The Missouri Bar's Director of Media Relations.