Attorney advertising is everywhere--in the phone book, on
the internet, in magazines, on television, and in every
other type of media imaginable. Personal injury attorneys
obviously account for most legal advertising. In fact,
personal injury attorneys probably account for more popular
media advertisements than all other types of lawyers
combined. In an odd twist, however, most good personal
injury lawyers (the ones with lots of trial experience and
good reputations among the bar and with judges) have little
need for expensive advertising. They don't need to
advertise, because clients are referred to them. On the
other hand, lawyers with limited trial skills who advertise
heavily and give the impression that they are experienced
saddle the legal profession with a bad name. They are the
ambulance chasers.
The main problem with personal injury attorney advertising
is that it is too powerful, which is not a new idea. The
United States Supreme Court has ruled that attorney
advertising can be so powerful as to warrant restrictions
on its use, despite free speech guarantees in the federal
Constitution. Indeed, every state bar association of which
this author is aware places restrictions on attorney
advertising to curtail its persuasive effect. But the fact
that so many injured people continue to hire advertising
attorneys is evidence that restrictions on advertisements
are not working. Courts and bar associations are unlikely
to place additional restrictions on advertising attorneys,
so what else can be done?
This article attempts to do two things: (1) expose
advertising attorneys and the personal injury industry and
(2) educate the general public on how to find ethical,
experienced, talented, and proven trial attorneys. But
exposure of the industry and educational materials will be
valuable only to the extent that they are not "drowned out"
by the work of advertising attorneys. The point of this
article is to provide much needed information to injured
people in need of excellent legal representation--people
who almost always miss the ramifications of hiring
attorneys who are heavily advertised.
When attorneys advertise on television, in the Yellow
Pages, or in other mediums, they incur high overhead
expenses. In addition to high marketing expenses,
advertising attorneys hire additional employees to answer
phones, screen potential clients, conduct intakes (or "free
consultations"), gather client records, and manage a large
number of cases. As a result, advertising attorneys are
under tremendous pressure to generate cash for payroll and
advertising expenses.
The pressure to generate cash flow forces advertising
attorneys to settle cases quickly. These lawyers are
reluctant to take cases to trial, because trial can be a
long and expensive process. Here's the rub: Insurance
companies and defense attorneys know which personal injury
lawyers are willing to take cases to trial and which ones
have a reputation for settling cases quickly. As a result,
insurance companies often "low ball" advertising attorneys.
Advertising attorneys, in turn, are forced to recommend
that their clients accept less than fair value for their
claims. Most clients are easily persuaded to take what
they can get, and the cycle continues.
On rare occasions, a client may simply refuse to settle.
Advertising attorneys often refer those clients to skilled
trial attorneys. At this point, it's important to
distinguish between types of attorneys. Advertising
attorneys are skilled marketers who spend time learning how
to sell their services via advertising. An experienced
trial attorney, on the other hand, is an expert advocate
who spends time developing and honing trial skills and
maintaining a good reputation with the local bar
association. These attorneys are respected by insurance
companies and defense lawyers alike, because they are not
afraid to file suit and follow through with trial, which
adds value to settlement offers out of the gate.
Now that advertising attorneys are exposed, here's how you
can find a battle-hardened, ethical, and talented trial
attorney:
Begin your search with an elite organization or association
of trial lawyers. The American Board of Trial Advocates is
a good example. Seek attorneys who hold leadership
positions in this and other associations of trial lawyers.
Research attorneys on the bar association website for your
state. Look for attorneys who are board certified in civil
trial law (or in the specific field for which you need a
lawyer).
Research attorneys on their personal or firm websites.
Look for the jury verdicts obtained by the attorney you're
considering.
Ask friends, family members, and other attorneys for
personal recommendations.
Ask lots of questions at your consultations with attorneys.
Make sure the attorney you're considering has handled a
case similar to yours and ask about the outcome of that
case. Let the attorney know that you're not asking for or
expecting a guaranteed result for your own case. Also ask
about the number of cases the attorney takes to trial each
year and the percentage of cases that settle out of court.
Here, you're looking for an indication that the attorney is
willing to abandon settlement negotiations if they're not
going well and proceed to trial.
Do not begin your search with the phone book or by calling
an attorney advertised on television. Only call an
advertising attorney after you've done your homework and
determined that he or she is well qualified to handle your
case and willing to take it to trial if settlement
negotiations are unsuccessful. One final word to the wise,
attorney referral services often simply rotate the
attorneys they recommend. If you are referred to a
personal injury lawyer by a friend, family member, other
attorney, or referral service, you still need to do your
homework.
Armed with this information, you are much more likely to
find and hire an attorney who can and will add value to
your personal injury case. Good luck!
----------------------------------------------------
Michael Patton graduated from Vanderbilt University Law
School in the top 10% of his class. He worked as an extern
clerk for the Delaware Supreme Court and served as
Associate Editor on the Vanderbilt Law Review. Michael's
experience as a personal injury attorney prompted him to
write What You Must Know (And Ask) Before Hiring A Personal
Injury Attorney, which is available at
http://www.TheInjuryAdvisor.com or
http://www.FloridaCrashLaw.com