The term "pro bono publico" is a Latin phrase meaning "for the public good." In the legal profession, the phrase is often abbreviated to "pro bono" and usually refers to free legal services, although some organizations also apply it to non-legal services. There's little doubt that providing pro bono and other charitable work are optimal ways of fulfilling the overarching goal of the legal profession: helping others. Donating time and experience to help the indigent and disadvantaged allows lawyers to give back to the public as well as build their skills in new practice areas. A less obvious but equally powerful benefit of pro bono work lies in its marketing potential. Providing volunteer legal work offers a way for lawyers and their firms to build name recognition along with a reputation for involvement in the community. This enhances the firm's credibility and visibility; it also cultivates relationships with clients and future business referrals.
