Page 66 - Lawyers and Accountants - The Future of the Professions
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Lawyers and Accountants 2019 -
materials were meant to comply with all applicable rules and that they were “void where prohibited,” it
would have additional protections.”175
PSI is a directory, albeit more sophisticated than most. PSI does not have activities other than the
information that is made available to each member. In the case of directories, the directory publisher
has no liability only the lawyer.176 These types of issues have been dealt with by the PSI Legal Advisory Board
by setting out some specific rules for listings.
While bars have rules, many of the rules are under attack. All can be complied with provided PSI and WSG
recognize what must be done for compliance.
[5]—Other Issues
While there is no case law on the issue, would Judy’s and John’s firm be able to list their firms as members
of WSG or PSI on the firm’s letterhead?
ABA Model Rule 7.5 requires a lawyer to avoid the implication that they practice in a partnership when this
is not the case. Listing membership in an organization is not covered directly. It would appear that this would
be permitted since WSG does not practice law — provided this is clearly defined. They would want to provide
a description of their respective organization — to the effect “Member World Services Group — An
Association of Independent Professional Firms and Businesses.177
§ 14.06 Competitive Implications
The professional objectives of any for-profit organization are: maintain standards of conduct; offer high-
quality, cost-effective services; and compete against the other professionals, who have precisely the same
interests, to make the most money. The MDO can make four profound changes on how professional service
providers compete.
First, information about clients and professionals can be automatically matched through databases and
further refined by the clients and professionals themselves. Professionals to find other professionals can also
use the matching function. When done systematically, a multidisciplinary team for any issue, anywhere, can
rapidly be formed. Second, the professionals geometrically expand their referral base because the non-
lawyer members are greater in size and are not reluctant to make referrals for fear of losing a client. In
addition, the number of clients represented by the MDO is vastly larger than those represented by even the
largest law firm network.
Third, professionals and clients can be matched according to their interest profiles within an organization.
This expands vertically the number of participants if each group is in a different market or provides a different
service. For example, large law firms are not interested in consumer type transactions that would interest
small- firms. This can be programmed into the matching function within the same MDO. Adding services is
inexpensive so that firms interested in consumer practice can be added to the group without competing with
175 In the event this material is not deemed to fully comply with the provision of the rules of professional conduct of any particular state, this firm will
not accept clients or representation that derived from the distribution of this material." American Bar Association Commission on Advertising (1995).
176 Bates v. Arizona, 433 U.S. 350 (1977).
177 Lex Mundi, an association of 160 law firms permit the members to place Lex Mundi on letter heads and other materials. However, they require
that precise words be used. Members must state: ”Member Lex Mundi, an Association of Independent Law Firms.”
63
materials were meant to comply with all applicable rules and that they were “void where prohibited,” it
would have additional protections.”175
PSI is a directory, albeit more sophisticated than most. PSI does not have activities other than the
information that is made available to each member. In the case of directories, the directory publisher
has no liability only the lawyer.176 These types of issues have been dealt with by the PSI Legal Advisory Board
by setting out some specific rules for listings.
While bars have rules, many of the rules are under attack. All can be complied with provided PSI and WSG
recognize what must be done for compliance.
[5]—Other Issues
While there is no case law on the issue, would Judy’s and John’s firm be able to list their firms as members
of WSG or PSI on the firm’s letterhead?
ABA Model Rule 7.5 requires a lawyer to avoid the implication that they practice in a partnership when this
is not the case. Listing membership in an organization is not covered directly. It would appear that this would
be permitted since WSG does not practice law — provided this is clearly defined. They would want to provide
a description of their respective organization — to the effect “Member World Services Group — An
Association of Independent Professional Firms and Businesses.177
§ 14.06 Competitive Implications
The professional objectives of any for-profit organization are: maintain standards of conduct; offer high-
quality, cost-effective services; and compete against the other professionals, who have precisely the same
interests, to make the most money. The MDO can make four profound changes on how professional service
providers compete.
First, information about clients and professionals can be automatically matched through databases and
further refined by the clients and professionals themselves. Professionals to find other professionals can also
use the matching function. When done systematically, a multidisciplinary team for any issue, anywhere, can
rapidly be formed. Second, the professionals geometrically expand their referral base because the non-
lawyer members are greater in size and are not reluctant to make referrals for fear of losing a client. In
addition, the number of clients represented by the MDO is vastly larger than those represented by even the
largest law firm network.
Third, professionals and clients can be matched according to their interest profiles within an organization.
This expands vertically the number of participants if each group is in a different market or provides a different
service. For example, large law firms are not interested in consumer type transactions that would interest
small- firms. This can be programmed into the matching function within the same MDO. Adding services is
inexpensive so that firms interested in consumer practice can be added to the group without competing with
175 In the event this material is not deemed to fully comply with the provision of the rules of professional conduct of any particular state, this firm will
not accept clients or representation that derived from the distribution of this material." American Bar Association Commission on Advertising (1995).
176 Bates v. Arizona, 433 U.S. 350 (1977).
177 Lex Mundi, an association of 160 law firms permit the members to place Lex Mundi on letter heads and other materials. However, they require
that precise words be used. Members must state: ”Member Lex Mundi, an Association of Independent Law Firms.”
63
