Last Call: Wanted: a PR firm to rep for lawyers

After years of jibes about outrageous earnings, corrupt practices and (the most heinous crime of all) playing a part in introducing Ally McBeal to the world, US trial lawyers have decided they've had enough.

Last week, the American Bar Association and nine other lawyers' groups, collectively known as the American Civil Trial Bar Roundtable, published their first-ever 'white paper' aimed at improving the reputation of the profession.

The groups said that perceptions of non-criminal law had degraded from a 'noble profession' to a 'mere business enterprise' motivated more by money than public service (no, really?). The Roundtable says it is considering 'creative ways to inform the public about the value of the civil justice system and (its) lawyers'. We figure these guys must be the most challenging PR client of the year (apart from the LAPD, of course).

Just make sure you let Last Call know if you take it on. We might consider a new PRWeek Award: Masochist Agency of the Year.

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