Not that the Pac 12 is reading Cougarboard but URLs get shared. If I'm the P12, I am viewing the solicitation for representation in a situation like this as a sensitive matter and therefore I would expect discretion even from potential counsel. I would be surprised if he didn't sign an NDA prior to discussions.
And since the point of your post is to paint them in a negative light, that doesn't reflect well on your friend.
Of course, we are all assuming legal firm by your post. Maybe this is a PR firm. Even worse. Accounting firm? Same discretion as law firm. I'm trying to guess what other type of "firm" exists. 🙂