The Envelope Please! Six Tips For Making The Most Of Legal Awards season

Written By Meg Pritchard, Principal and Founder

A version of this article was originally published in The Legal Intelligencer Aug. 22, 2023, here.

Best, Super, Leading, Star…

“Who’s Who”?

And which “band” are you?

Yep, it’s that time of year.

Awards season!

From about April to November, many of the more well-known ranking and awards organizations release their lists of accolades and recognitions for the year. At the same time, applications and submission packets are due for consideration for the following year. In fact, if you’re part of a larger law firm, your marketing folks are likely working right now on gathering the necessary materials for tens if not hundreds of these awards and rankings submissions. For many of these programs, it’s a huge amount of work.

I’m frequently asked whether these rankings and recognitions are important to clients.

I’d love to know the definitive answer myself. (A legal marketing professional I follow on LinkedIn posted a poll last week asking buyers of legal services to weigh in on how much stock they put in awards and recognitions, and I’m waiting for the results.)

Despite what these ranking organizations would like you to believe, being ranked “in a band,” recognized as a leading lawyer, or called “super” or “best” rarely brings clients to your door, nor is it likely in an overwhelming number of cases to be the deciding factor in which lawyer or firm a client selects. That said, we do know that clients conduct a significant amount of digital due diligence in the legal hiring process, which means looking at law firm websites and lawyer bios as well as ranking sites. These third-party rankings and awards can serve as independent confirmation of your work and reputation. In addition, you and your firm can leverage these recognitions in your own marketing.

To make the most of this award season, here are some tips.

Research the program

There are so many different kinds of awards and rankings programs. Not all recognitions are equal, and frankly, some are more legitimate than others. On one end of the spectrum, there are spammy (and worthless) awards programs that are really sales schemes to get you to purchase the seal, plaque or PDF of “your” profile. On the other end, there are research-based directories (Chambers and The Legal 500, for example) that require comprehensive and detailed submissions and references and that have teams of dedicated researchers who interview lawyers, clients and other market sources to arrive at hundreds of different country, region, practice and industry rankings. There are also practice- or industry-specific recognitions (Benchmark Litigation for litigation, IFLR 1000 for financial and corporate law, IAM 1000 for patent law, and Managing IP for practitioners in intellectual property law, to name just a few) as well as peer-review rating programs (Best Lawyers and Super Lawyer are two well-known ones).

Consider your target market

Not every firm can and should be listed in legal directories such as Chambers or The Legal 500. In fact, I would argue that these rankings, while prestigious, are not the be-all and end-all of recognitions. Industry and sector awards might carry more weight with your client base. Pro bono recognition, diversity and inclusion, and other leadership awards show a different — and attractive — side to you and your firm. “Hot” lists, Ones to Watch and 40 Under 40-type lists are great for younger lawyers who want to start building recognition and visibility. And don’t forget alumni, bar association, and legal and business publication lists and awards.

Understand the process and make sure you fit the criteria

These credentialing programs can be very confusing, even for those of us who work with them all the time. They are also a bit of a black box — while the organizations often provide some information on their methodology, much of it remains (purposely) behind the scenes. Some programs offer a paid peek behind the curtain in the form of reports you purchase that include confidential information and feedback. That said, where the organization has provided clear guidance and information on the category, ranking or award, it’s critical to follow it. Use the required form and follow the instructions. Don’t try to pad the submission with work matters that don’t fit the category or the time frame (usually the previous 12 months). Keep to the word or page-length limit (please, no 8-point font!), and use the precious space you’re given to provide the information requested in a way that puts the firm and lawyers in the best possible alignment with the award criteria. For research-based programs that ask, provide good-quality references and make sure those folks are willing and able to respond to requests for feedback or interviews.

Consider your budget

These days, just about every award or ranking program has a paid component to it. Some are pay-to-play from the beginning, with application fees based on the number of lawyers or matters you submit for consideration. Application fees are not, by themselves, a reason to opt out, but they certainly are a factor in determining whether an award is worth submitting for. Other programs have varying levels of paid participation, from upgraded firm and lawyer profiles (more comprehensive or more visible than just being listed in the ranking table or award list) to confidential reports that you can order to get feedback on submissions (and presumably an edge on next year’s recognitions). Beyond the costs and fees that come with participating in these programs, putting together a good submission takes time and effort. Multiply that by a handful (or a hundred), and you have a significant drain on resources that might be better spent on other marketing and business development efforts.

Mind the due dates — and plan ahead

I know this seems obvious, but knowing the due dates for the programs you elect to participate in is critical to success. Many of the credentialing organizations have narrow submission windows and often announce their research schedules shortly before the window opens. Most submission packets are information-heavy and contain strict formatting and word count or length requirements, so completing them tends to be labor-intensive. For some programs, when the submissions portal closes, that’s it. And while it’s sometimes possible to get an extension, it might cost you an extra — and sometimes steep — late fee if the program is one that has application fees. Sending a submission late is not a good look, especially in a crowded category, and can hamper researchers in conducting their interviews and market research on you and your firm, which lessens your chances of a ranking or recognition.

Play the long game

If you peruse the most well-known rankings and awards, you’ll see the same firms and lawyers year after year. These lists are competitive, and it often takes multiple attempts to break in or move up. If you decide to seek out these recognitions, rankings and awards, it should be with the understanding that they are just one piece of a larger overall marketing and business development program.

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Meg Pritchard, Principal and Founder

I’m Meg—a lawyer, writer and editor, and marketing professional who understands the content marketing challenges facing law firms in today’s competitive—and cluttered—marketplace. I founded Create Communications in 2011 to serve as an outsourced resource for law firms that want to harness the power of branded content and thought leadership in their marketing and business development. When you work with us, you get a hand-picked team of kick-ass writers and editors with legal, journalism, business and marketing experience who believe that exceptional content can be the rocket fuel that powers business growth. We’re committed to defying your expectations, every time.

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