Do Your Rankings Matter? Depends on the List.

By Kathy O'Brien, Account Supervisor, Public Relations and Director of RankingsForLawyers™

During this time of economic uncertainty, it is increasingly important for law firms to gain additional visibility and showcase expertise and innovative thinking.  Placement on the right list, in the right market, can make a difference. 

But how to find the right lists?  Marketers are besieged each day with requests to participate in the latest survey identifying the “Best,” “Super,” or “Top” lawyer.  As they all struggle to find which lists will truly impact the bottom line and lead to new clients, they need to first accurately identify those lists that are not an exercise in futility.

In response to the growing demand from our clients to help them decipher the rankings conundrum, Jaffe launched its RankingsForLawyers™ service in 2007.  Since that time we have helped many firms to evaluate and manage the rankings process. The first thing we did was to create the Rankings and Publications Report—a compilation of all the lists, surveys and directories available to the legal community. Then we offered it to legal marketers at no charge to help them take that first step in identifying rankings that are worth their time, attention and marketing dollars.

We have updated the Rankings and Publication Report for 2009; it’s available for free - please contact Kathy O'Brien.

In addition to the free report we offer, Jaffe consulting helps firms identify credible lists, explain methodologies, and prioritize which lists will supplement our clients’ business development goals. Some firms outsource the entire rankings function to Jaffe, saving employee expense and management time.

As we all continue to tighten our belts in 2009, rankings will continue to be one efficient and inexpensive marketing tool that gives firms a competitive edge in this difficult market.   Now, more than ever, being on the right lists matters.

Kathy O’Brien is Account Supervisor, Public Relations and Director, RankingsForLawyers.  She can be reached at kobrien@jaffepr.com or 203-268-1315.