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How To Generate Praise During Chambers Season

We are smack-dab in the middle of Chambers and Partners submissions season and many legal marketers are being asked by their lawyers, “How can I get listed in Chambers?”or any other lawyer listing for that matter.

Writing a strong submission packed with compelling matters is only half the battle as Chambers staff emphasizes the importance of client and peer feedback. So when asked what can be done to get a lawyer listed in Chambers, the response is simple: 1) prepare a strong submission full of significant matters (with client permission, of course), and 2) encourage clients and peers to say nice things about you. The latter is easier said than done.

If a lawyer provides top-notch service, gets stellar results, and maintains regular communication with clients, he/she should be top of mind when clients get the call from Chambers. But if your lawyers feel uncomfortable asking clients to participate in interviews with Chambers, you can help alleviate the awkwardness by suggesting they blame their forward request on their persistent marketing staff.

More importantly, to avoid having to make this request of clients and peers in the first place, lawyers can strive to maintain their reputations within the industry year-round. To that end, marketing guru Jonathan Fitzgarrald offers five tips to inspire others to “sing your praises”.

  1. What is your target audience?Be specific about your target industry so people think of you.
  2. What is your story?  People can’t sing your praises if they don’t know what to say about you. Make sure they know what you do and whom you do it for. Include “human” elements that make you interesting and easy to connect with.
  3. Who are your praise singers? Identify these resourcesand keep them up-to-date on what you’re doing by posting updates on LinkedIn or including them on the distribution list for bylined articles, client alerts or interviews that you’ve done.
  4. What are the outlets/vehicles for getting out the message? Use at least one or two platforms to remind people that you are “open for business”.  Social media makes it very easy for busy professionals to do this.
  5. Be consistent.   Don’t wait for months to be out there because you are too busy.   PR, marketing and business development need to happen even if you are knee-deep in litigation, closing a deal or have your head buried in a project for a client.

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