Wisconsin Lawyer
Vol. 80, No. 3, November 2007
Gauging Wisconsin Opinion about Lawyers
More Wisconsin residents view lawyers favorably than unfavorably, but many register neutral feelings, according to a recent survey.
The State Bar Public Image Committee periodically takes a snapshot of the public's perception of lawyers to guide its work in educating the public about the value of lawyers.
According to chair Ann Brandau of La Crosse, the committee is working to highlight lawyers involved in their communities. "These lawyers didn't wait to be asked for their help; they saw a need and they responded. They truly embody the three key qualities, according to our research, the public values most about lawyers - expert advice, problem-solving skills, and community service."
How Wisconsinites view lawyers
While recently testing public reaction to a new TV spot, the committee took the opportunity to gauge public opinion of lawyers, says Brandau. Last November, a random sampling of 300 state residents, ages 18 and older, completed an online survey. When asked about their overall impression of lawyers, the respondents gave ratings as follows:
- 7 percent - very favorable
- 34 percent - somewhat favorable
- 29 percent - neither (neutral)
- 26 percent - somewhat unfavorable
- 5 percent - very unfavorable
Those who had used a lawyer in the past 10 years gave a slightly higher rating than those who had not - an average score of 3.2 versus 2.9 on a scale of 1 (very unfavorable) to 5 (very favorable).
Overall, 58 percent of the respondents had used a lawyer. Respondents' main reason for hiring a lawyer was that they faced an issue that was "too complex" (72 percent). The main reason for not hiring a lawyer was the cost (68 percent).
A follow-up focus group with 10 participants, ages ranging from 25 to 55, met in late November to provide expanded qualitative feedback on the proposed TV spot and their general impressions of lawyers. Participants' verbatim responses to various questions seem to support the notion that the public has mixed expectations of and attitudes toward lawyers, as mentioned in the accompanying article. For instance, when asked what images or thoughts come to mind when one thinks of lawyers, responses included "shysters," "good when you need them, bad when they're against you," and "expensive."
Asked what role or function lawyers serve in our society, a participant said, "There's a people's advocate and devil's advocate side of it, some help you and some sue McDonalds for $50 million because they spilled coffee on themselves, which equals profiteering." Other people said "gives us a fair shake and makes things equal" and "our attorney saved us money and time from going to court with our tenants."
Focus group responses helped the Public Image Committee fine-tune its new TV spot. On enhancing the image of lawyers, the group gave the spot an average rating of 9.2 on a scale of 1 - 10, saying "it gives a positive message about lawyers." Most participants said the spot gave them a very favorable impression of lawyers as expert advisers, for an average rating of 4.6 out of 5.
The Bar's last public perception survey was conducted in 2001. The two surveys can't be directly compared, because the earlier survey interviewed 600 state residents by telephone. Still, the numbers perhaps offer some insights. In 2001, the split was 36 percent favorable ("very" and "somewhat" combined), 27 percent unfavorable, and 36 percent neutral.
A national view on lawyers
Each year the Harris Poll measures public opinion about prestige levels of various occupations. In the latest poll, conducted in July 2006, a telephone survey of 1,020 U.S. adults nationwide rated 23 professions and occupations. The prestige ratings for lawyers were:
- 21 percent — very great prestige
- 23 percent — considerable prestige
- 36 percent — some prestige
- 20 percent — hardly any prestige at all
Firefighters, doctors, and nurses ranked highest in the "very great prestige" category - 63 percent, 58 percent, and 55 percent, respectively.
In another Harris Poll, also taken last July, 1,002 U.S. adults were asked whether they generally would trust people in 22 occupations and professions. Twenty-seven percent said they would trust a lawyer, 68 percent would not, and 5 percent were unsure or refused to answer.
Which occupations earn the most trust? The top three are doctors (85 percent), teachers (83 percent), and scientists (77 percent).
Wisconsin Lawyer
