APIL advises lawyers to form marketing groups to raise profile and beat rivals

NETWORKING: two law firm groupings are formed in Blackpool and Wiltshire

Personal injury lawyers should act to protect their public image and step up their battle with claims management companies over business by joining regional marketing consortiums, the Association of Personal Injury Lawyers (APIL) said this week after two new law firm groupings emerged.

Fourteen Blackpool-based firms have joined up to create the Fylde Solicitors Consortium (FSC), and this month embarked on an intensive advertising campaign in the local press and radio, while plans are advanced for a similar push in Wiltshire.

The networks follow in the footsteps of 11 Kent firms which launched their own marketing group - Kent Accident Link - last month (see [2002] Gazette, 31 October, 4).

Lytham-based Rostrons came up with the idea and persuaded 13 local firms to pool their expertise and resources to set the venture up as a limited company.

The other firms involved are: Addies, Blackburn & Co, Blackhursts, Cooper Nimmo, Inghams, John Budd & Co, Lawsons Samuels Capaldi, Leslie Harris, Lonsdales, Palmer Hodgson & Heyes, Roland Robinsons & Fentons, Thornton & Co and WH Darbyshire & Son.

Rostrons partner Diane Rostron said one aim was to dispel myths about what claims management companies could offer.

'As a profession, we were taken by surprise at the success of the claims companies,' she explained.

'But unfortunately, as a result of very expensive TV advertising campaigns and rather slick salesmen, many accident victims were led to believe that by instructing claims companies they would receive more money and quicker service than if they had instructed local solicitors.'

Meanwhile, Trowbridge firm Bishop Longbotham & Bagnall is ready to forge ahead with a similar scheme if other Wiltshire solicitors help to kick-start the project.

Partner Richard Stevens said he would welcome any local firms which are members of the Law Society's personal injury panel.

Delegates at last week's APIL conference expressed strong interest in such projects.

A spokeswoman said networking could bring valuable benefits for its members.

'We believe there is considerable public confusion about the services offered by properly qualified solicitors and the way in which they conduct themselves, and such consortiums can do much to improve this situation,' she explained.

Paula Rohan