“Rankings shouldn’t be the thing that makes you become alive to an issue with a client relationship,” observes Lindsay Leslie, Partner at MD Communications, during a recent Platforum9 session. As law firms worldwide prepare for their next round of directory submissions, Leslie shares insights on how firms can approach rankings strategically and effectively.

Understanding the Landscape

The legal directory landscape is dominated by two major players: Chambers and Partners and Legal 500, with specialized directories like IFLR 100 and IP Stars focusing on specific practice areas. These directories have evolved over the past 25 years into crucial tools for both referral work and profile-raising, particularly for firms seeking international recognition.

The Research Process

Directory researchers, while often young, undergo rigorous training and follow a thorough research process. “They’re stellar research teams,” Leslie notes, addressing a common concern about researcher experience. The process combines written submissions with referee feedback from clients and peers, creating a comprehensive view of each firm’s market position.

Strategic Preparation

Success in directory submissions requires careful planning and a clear strategy. Leslie recommends firms consider several key factors:

First, identify clear objectives – whether seeking team rankings or individual recognition. Second, carefully select matters that demonstrate breadth across practice areas rather than just highlighting the largest deals. Third, ensure referee selection goes beyond just matching clients to matters.

The Referee Challenge

One of the most delicate aspects of the submission process is referee management. While firms can provide context to referees about specific deals or team members, Leslie warns against over-orchestrating responses. “The researchers are savvy and smart, and it’s very easy to see when a firm has written the responses,” she explains.

Beyond Client Feedback

Peer feedback plays a crucial role in rankings. Leslie emphasizes the importance of maintaining strong relationships with counterparts at other firms, as their feedback can significantly impact rankings. “It’s not just your legal expertise,” she notes. “It’s how you carry yourself and support and how you are working in a deal situation.”

The Rising Stars Factor

An unexpected insight emerged regarding the value of rankings for talent attraction. Directory rankings, particularly in the “up and coming” and “rising stars” categories, can indicate a firm’s culture and approach to developing junior talent. Firms that consistently showcase rising talent in their rankings often demonstrate a more supportive environment for career development.

Technology and Future Developments

While artificial intelligence might seem an obvious solution for managing the substantial data involved in submissions, Leslie notes that implementation remains limited. However, directories are working to streamline the submission process, with Chambers developing new online tools for easier submissions.

Looking Forward

For firms approaching directory submissions, Leslie emphasizes several key considerations:

• Maintain year-round preparation rather than rushing near deadlines
• Focus on strategic selection of matters and referees
• Consider rankings as part of broader relationship management
• Use rankings success to strengthen client relationships through recognition and appreciation

As Leslie concludes, success in directory rankings isn’t just about showcasing legal expertise – it’s about demonstrating sustained excellence in client service, market presence, and talent development. For firms willing to invest the time and effort, rankings can serve as a powerful tool for building both reputation and relationships.