State Bar of Wisconsin

Public Image Committee

The Public Image Committee seeks to improve the public's perception of the profession through public education efforts. The committee helps guide the development and implementation of the State Bar's public relations effort to inform the public about the value lawyers bring to their clients, as well as their communities.

In 2000 the State Bar polled all State Bar division, section, and committee chairs and local bar presidents. That poll revealed that 78.5 percent believe that the State Bar should lead a message development campaign on behalf of members. Helping lawyers improve the image of the profession also was the number two request from members in its 1998 Membership Survey. The Public Image Committee's branding efforts are a result of that feedback. The focus of the branding effort encompasses the three key qualities that the public values most about lawyers: expert advice, problem solving, and community service and incorporates these qualities into communications to the public.

In addition to working with local bar associations to assist them in presenting a positive image, the committee oversees the development of 30-second TV spots, which air in Wisconsin television markets on a rotating schedule. The spots feature vignettes on the exemplary efforts of member lawyers highlighting community involvement, problem solving and expert advice. These ads began airing in spring of 2004 in south central Wisconsin. In 2005, ads aired in the La Crosse-Eau Claire TV markets and also statewide (on a limited basis). In FY 2006 the ads aired in the north central and northern Wisconsin TV markets in the fall, statewide during the winter months and in the Milwaukee market in the spring of 2006.

Committee resources

• Commitee roster

Related links

• Branding the Profession initiative