Don’t Judge ‘Despicable Lawyer’ Magazine by its Cover

Take a quick look at the cover of a law firm’s new magazine, and it appears to read “Despicable Lawyer.”

But in much smaller print, the name of the magazine begins with “Not just another.”

The publication is for clients of Minneapolis law firm Parsinen Kaplan Rosberg and Gotlieb, which wants them to question their negative perceptions of lawyers.

Not Just Another Despicable Lawyer has news of lawyer and client activities, including the firm’s “Random Acts of Kindness Experiment,” according to a firm press release (PDF).

Managing partner Howard Rubin says the 28-lawyer law firm has an annual tradition of connecting with clients through a unique communications vehicle.

“We don’t think of ourselves as money-grabbing, conflict-instigating lawyers, which is a common public perception,” he said in the press release. “Clients want a relationship with real people. So here we are, warts and all.”

A hat tip to Legal Blog Watch and Larry Bodine’s Law Marketing Blog.