PR firms aren’t about helping people; they are about selling. One doesn’t have to change their story to make it appear like they aren’t changing their story; if that makes sense.
Of course they are. That is exactly what they are doing here. They hope that by gaining publicity for doing this pro bono they will garner public attention and from that attention new clients who DO pay for their services. I think it is a brilliant marketing idea and I see nothing nefarious in their intent to work pro bono for jurors who are NOT cashing in.
It is a win/win for everyone. The public can get a better picture of what happened in deliberating that terrible verdict, the jurors get help in dealing with the media so they can get their story to the people, and the firm gets free publicity and hopefully some new paying clients.