Solicitation and the Legal Profession: A New Issue for Consumer Affairs Professionals

While issues relating to the advertising of legal services have received much attention in the scholarly literature, this has not been the case for solicitation by lawyers, even though it appears that lawyers are more interested in being able to solicit than to advertise. In this article the legal issues surrounding solicitation are identified and tied to a basic communications model; then research propositions are presented along with the results of a survey of attitudes held toward solicitation by 125 lawyers practicing in two Rocky Mountain states. The survey results suggest that solicitation is not going to be easily accepted and that many lawyers may have trouble evaluating differences among solicitation, direct mail and advertising. The survey results also suggest that attitudes toward solicitation may be changing in that younger, less experienced respondents expressed more liberal attitudes toward solicitation than their older and more experienced colleagues. Taken together the findings of this article strongly suggest that solicitation is likely to offer a complex and challenging development for consumer affairs professionals in the years ahead.