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  • Writer's picture@commspromise


Do you ever feel as though your inbox is getting busier each year with approaches from surveys and directories? And that, far from completing each request, you don't even have time to assess them? Have some of your partners and barristers been approached directly by less reputable companies telling them they've been 'chosen' or are 'winners'?

Here at Commspromise we have a tried-and-tested approach to surveys and rankings that should ensure you invest time only where it is most likely to pay off and weed out those requests that are not worth the effort.

Go ahead with surveys or directories if:

  • You and your partners use or consult them or know that your clients do.

  • They are able to clearly explain their methodology to you and you are happy it is reputable.

  • Rankings are independent and free.

  • They represent a target sector or practice area which supports your firm's strategy.

  • They can show that they're reaching the 'right' audience for you.

  • Participation won't be too time-consuming.

On top of Chambers, Legal 500, IFLR1000 and all the surveys you currently participate in, time is of the essence and any other contenders shouldn't take up too much additional time.

Alarm bells should be ringing if:

  • The survey or directory approaching your firm is pay-to-play in some way – this can involve a 'free' listing if you take advertising or a seemingly free profile with other (sometimes hidden) strings attached.

  • They are unable or unwilling to clearly explain their process. If they seem evasive, beware!

  • They aggressively approach partners and barristers directly, luring them with promises they have 'won' or have been 'chosen'.

  • You and your partners/barristers have never heard of them! The only exception to this could be new entrants to the market.

  • Firms, sets, lawyers and barristers already listed in the survey or directory are surprising choices and not in agreement with the more mainstream versions.

  • You have heard bad word-of-mouth about them from trusted colleagues.

Lastly, to make life easier in the future and to avoid reinventing the wheel, build up a guidance document giving your considered approach to each survey and directory with brief reasons. Add to it every time you come across a new one.

No matter how good a survey or directory may sound, we advise you to carefully weigh up the amount of time and effort required against the desired outcome. Given the often limited resources of PR and communications functions, only the most compelling requests should be green-lighted.

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