New Jersey legislators are currently considering statutes that would require attorneys to wait 30 days before contacting defendants or victims of accidents. The proposed bills reflect a response on the part of those seeking tort reform to curb what many deem to be activities that undermine the image of the legal profession.

While they may, in fact, be right, the proposed bills also raise questions as to how law firms might effectively market themselves while still remaining true to all ethical guidelines. They also suggest that some marketing mediums (i.e., direct mail) are somehow more distasteful than others. This article suggests that those seeking to "fine-tune" legal marketing guidelines should focus less on the type of vehicles a law firm selects to reach prospects (as well as when it reaches them), and more on the actual message and the manner in which it is delivered.

It is written by Les Altenberg, President of A.L.T. Legal Professionals Marketing Group, which provides marketing consulting and communications services to law firms throughout the U.S. Mr. Altenberg is the author of numerous articles on legal marketing which have appeared in such publications as the National Law Journal, Law Practice Magazine, The Texas Bar Journal and The Legal Intelligencer, among others.

The issue of how law practices are allowed or not allowed to "get the word out" continues to confront state bars across the country.