A few comments from the ABA, and how blogs can help.

In 2002, the American Bar Association bravely asked people to say to our faces what they've been saying behind our backs (and in the occasional strongly worded letter) for years: what is the public's true perception of lawyers? As you might expect, the results revealed that our image is in trouble.

Based on a number of survey questions, the ABA concludes that the legal profession is one of the least reputed in American society and that many people believe lawyers actually work to exacerbate conflict or are only interested in making money regardless of whether justice is done. And not surprisingly, lawyers didn't score terribly high in the warm-and-fuzzy category -- somewhere between "avoid at all costs" and "necessary evil."

Even worse, the study found that lawyers' traditional methods of advertising actually tend to make matters worse: The ABA report says people feel lawyers' advertising is unprofessional, over-promising, overly dramatic and targeted to vulnerable people.

As a result, consumers are riddled with fear and doubt about hiring a lawyer, even when they are pretty sure they need help. Respondents said they didn't know how to distinguish a good lawyer from a bad one, didn't understand what they'd be charged and weren't sure the lawyer could help. Less than half of those who had a real need for legal assistance in 2001 ended up obtaining a lawyer because of their concerns and intimidation.

Perception vs. reality

Most people have a good experience with lawyers

Despite all those negative perceptions, the majority of respondents had a completely opposite view once they actually hired a lawyer. Nearly three quarters said they had a satisfactory experience, and were very pleased with the lawyer's knowledge, the way their initial contact was handled, and the lawyer's sensitivity to their needs and concerns.

Yep, you read that right: the lawyer's sensitivity to their needs and concerns.

So what gives? Is it possible to close the gap between perception and reality here?

The ABA says yes. They make a number of recommendations, without giving much about HOW to actually accomplish them. We'd like to point out that every one of their recommendations is consistent with the strengths of blogging.

Here's what to do about it

According to the ABA study, the challenge for legal profession is to:

• Make lawyers more accessible to people
• Make lawyers less threatening to consumers who might need them

LexBlog answer: Blogs make lawyers entirely accessible and non-threatening Blogs reveal the human face of the legal profession.

Consumer recommendations suggest that lawyers should:

• Change the way they advertise
• Educate the public how to handle common legal problems
• Do more public service/pro-bono work
• Do a better job communicating with clients
• Do a better job explaining their fees

LexBlog answer: Blogs fit each of these points perfectly. Blogs are accepted as a much better, more informative and more approachable alternative to traditional advertising.

Consumer Research Findings recommended:

• More public service and community outreach activity
• Creation or enhancement of ongoing education programs for students and consumers, like public service programs and web sites
• Improved public relations that would
  • Focus on the positive things lawyers do
  • Emphasize lawyers are experts and advocates (rather than adversaries)
  • Create programs to help media understand the legal system and judicial process

LexBlog answer: Again, perfect uses of a Blog. Educational content including useful legal tips and positive, inspiring stories build image and reputation fast, particularly when coming from an easily accessible site.