Rankings then and now: you've come a long way, baby!

• Author: O'Brien, Kathy

Before the computer, fax machine, telephone and even the typewriter were invented, our legal marketing predecessors felt the same pressures we do to get their firms on the right lists. They worked feverishly, albeit with quivering quill in hand instead of a mouse, to get listed among the elite.

The "it list" then was the Martindale-Hubbell book. Launched in 1868 by lawyer and businessman James B. Martindale, the directory was created to "furnish to lawyers, bankers, wholesale merchants, manufacturers, real estate agents, and all others ... with the address of one reliable law firm, one reliable bank, and one reliable real estate office in every city in the United States..."

The Martindale brand has staying power and is still one of the most recognized and trusted names in the legal industry. Nevertheless, it was inevitable that other publishers would note gaps and opportunities, and therefore, over the years, hundreds of new lists have surfaced in the legal marketplace. At the last count of the data in the RankingsForLawyers database, there were more than 900 legal ranking and directory listings covering a wide range of practice groups, industries and geographic areas. We are all familiar with American Lawyer listings, Best Lawyers, Super Lawyers, Lawdragon, the various "40 Under 40" lists, and Top Lawyer rankings from coast to coast. However there has also been an explosion of lists ignited by the British invasion of reputable directories including Chambers USA, the Legal 500 and PLC Which Lawyer?

As marketers, we have no choice but to be informed and make smart decisions that will position our firms in the most positive light possible. To do so, we need to have a good handle on the current directories and fully understand which lists are valuable and credible, and which will resonate with our clients and referral sources. This brings us to the crux of the law firm rankings issue. In the midst of handling marketing duties such as public relations, advertising, seminars, business development, recruiting and so much more, how is a marketer supposed to manage this ever-growing rankings task?

The answer is: with a definitive plan of action.

Step 1: Identify a Point Person Some firms have the luxury of a dedicated staff to handle rankings, while others outsource the entire rankings process to a public relations firm or consultant. Most firms fall somewhere in the middle. Regardless of how a marketing department is set up--or if there even is a...