The public believes that legal aid solicitors are not as good as other solicitors, research undertaken for the Law Society has found.
Focus groups held in London and Birmingham either side of Christmas also revealed that the public think legal aid solicitors are paid private practice rates.
As a result of the findings, the society will need to carry out “a rigorous campaign to change the public’s perception”, Chancery Lane’s membership board was told earlier this month
The work was done to inform the society’s Access to Justice campaign, which aims to educate the public about justice and access to justice, and raise awareness of and opposition to the government’s proposed cuts to legal aid. It is also seen as fitting with the society’s annual campaign to promote the solicitor brand.
The campaign will run until the end of 2011. A creative agency is currently working on an identity, campaign website and further planning, the board heard.
As part of its work, the society is holding roadshows to inform practitioners about the effect of the government’s proposals, surveying firms on the potential financial impact, and created a LinkedIn group via the Gazette. See the Law Society website for more information.