Is This Lawyer Award Real? 5 Clues to Sniff Out Scammers

Over the past few years, fraudulent ranking organizations have proliferated, eager to empty unsuspecting lawyers’ wallets. How do you distinguish between authentic lawyer awards and outright scams? Here’s advice from Amy Hunt on understanding the value and legitimacy of attorney awards.

A significant portion of a legal marketer’s job these days is spent navigating lawyer awards. When a lawyer receives a noteworthy award, we want to publicize it, typically with an announcement on the firm’s website, on their social media and possibly via a dedicated email announcement.

However, discerning the authenticity and value of these awards can be a challenge.

Legitimate Accolade or Borderline Scam?

It’s often tough to distinguish between legitimate accolades, hollow recognitions and pay-to-play schemes.

In the domain of lawyer awards, there exist several established entities that we all recognize as trustworthy, even if some lawyers consider them to be mere popularity contests: Chambers, Best Lawyers in America, Best Law Firms, Benchmark, BTI, and Super Lawyers are among the prominent ones. These prestigious awards not only mark excellence but also serve as effective marketing tools that can enhance a lawyer’s reputation and client trust. While other reputable awards exist, including those granted by regional and legal publications, these are the heavyweight players we engage with the most.

Let’s Talk About Money in the Legal Profession

Do well-regarded ranking agencies charge substantial fees for premium profiles and badges? Yes, they do. Some of these fees are so steep that I sometimes question my career choices. National lawyer awards also play a significant role in shaping lawyers’ reputations and credibility, sending trust signals to potential clients and referral partners.

Yet, despite the pitch for pricey profiles and badges, lawyers need not purchase them to publicize their recognition from these organizations. The acknowledgment is legitimate, whether or not you pay. Many of our clients choose to invest in these profiles and badges as a representation of their prestige, but a good number do not. Regardless, they can truthfully declare their inclusion on the list.

Which Prestigious Awards Are Worth Pursuing?

Legitimate ranking institutions provide a clear and structured selection process. Some seek nominations followed by their own vetting, while others involve ballots cast by lawyers already on the list. Some require comprehensive applications detailing recent accomplishments and client successes.

The question of which awards are worth pursuing is distinct for every lawyer and law firm. My approach generally aligns with the effort required to secure the award. Legitimate awards usually involve a nomination and/or voting procedure. If the process is relatively straightforward and the award is affiliated with a reputable entity (such as a well-known publication or established ranking organization), I take a “why not?” stance. Pursuing recognition seldom backfires, and if the criteria for nomination are attainable, there’s no harm in giving it a shot.

If the award recognizes outstanding achievement and dedication in legal services and requires a heftier nomination process, such as a comprehensive review of the firm’s accomplishments in the past year or an extensive nomination essay, you need to consider whether the effort and the likelihood of success align with the prestige gained. (Related: Awards Season: Building a Body of Work for Best of Lists.)

One of the most frequent questions posed by our clients is, “Is this award credible?”

Often, the response is “no.” Over the past few years, fraudulent ranking organizations have proliferated, making it difficult to distinguish between authentic recognition and dubious attempts by scam artists to pocket attorneys’ hard-earned funds.

Follow These Five Clues to Sniff Out the Scammers

Googling the award is likely the first thing you’ll do if nominated — and if the website itself seems unprofessional or suspicious, it’s likely the award is dubious too. Awards associated with the American Bar Association hold significant merit and credibility in the legal community, often being preferred over lesser-known accolades. Here are five additional indicators to determine a lawyer award’s authenticity:

1. Familiarity. Have you heard of the award or the awarding organization? Unfamiliarity decreases the likelihood of legitimacy.
2. Fees. Does the award require payment? Legitimate awards may offer badges and profiles for purchase, but these aren’t mandatory for inclusion on the list. If the award hinges solely on purchasing, it’s a pay-for-play setup to avoid.
3. Selection Process Transparency. Legitimate lists provide insight into their methodology, while counterfeit ones may reference an “evaluation panel” or provide no criteria.
4. Recollection. Do you remember applying for the award? If not, that’s a hint it might not be legit. (Caveat: Many lawyers may have been nominated by their colleagues or their firm’s marketing department, so don’t put too much weight on this one.)
5. Publications. Does the organization heavily emphasize its presence in various publications? This might indicate paid placement rather than genuine recognition. With a big enough check, just about anybody could be “published in The Wall Street Journal.”

A Helpful Crowdsourced List of Rankings

For those still uncertain, FirmWise, a website design firm, offers this crowdsourced list that ranks law firm/lawyer ranking lists from “reputable” to “pure spam.” (Hat tip to marketing consultant Stefanie Marrone, aka the Social Media Butterfly, for tipping me off to this valuable resource.)

Love them or hate them, legal awards are highly competitive and significantly impact a lawyer’s reputation.

Love Them or Hate Them, Lawyer Awards Aren’t Going Anywhere

However, I suspect, like streaming services, there will soon be a consolidation of rankings. The market can’t possibly sustain another “best lawyer” ranking — even a legitimate one. (And, seriously, can we please see some consolidation in the streaming market? I don’t have time to watch all this great content, particularly with all the lawyer awards to keep track of!)

A lifetime achievement award stands out as a prestigious recognition within the legal profession, highlighting the highest honor for accomplishments in law practice.

When our clients ask which lawyer awards are worth it, the answer is quite subjective and depends on their practice and other considerations. Except when it comes to the scammy, pay-for-play awards. Those, we can confidently advise to ignore, delete, and never look back.

Verifying Award Legitimacy

In the world of lawyer awards, legitimacy of the recognition you receive is important. After all, you want your accolades to reflect genuine excellence in the legal profession, not just a clever marketing ploy. Here are some steps to help you verify the legitimacy of an award:

• Research the Organization: Start by investigating the organization presenting the award. Is it well-known and respected within the legal profession? A reputable organization with a history of presenting credible awards is a good sign.
• Check the Selection Process: Transparency is key. Look for detailed information on how award recipients are selected. Legitimate awards will have a clear and structured selection process, often involving peer reviews or client feedback.
• Evaluate the Criteria: Ensure the award criteria are based on tangible accomplishments in law practice and community service. Awards that focus on measurable achievements are more credible than those based on subjective opinions.
• Look for Peer Recognition: Awards recognized by peers and clients carry more weight. If your colleagues and clients acknowledge the award, it’s likely a genuine recognition of your legal excellence.
• Watch for Red Flags: Be cautious of awards that require payment for inclusion or lack transparency in their methodology. These are often signs of a pay-to-play scheme rather than a legitimate accolade.

By following these steps, you can confidently verify the legitimacy of lawyer awards and ensure that your recognition truly reflects your excellence in the legal profession.

The Risks of Fake Awards

Fake awards can do more harm than good, not just to individual lawyers but to the credibility of the entire legal profession. Here are some of the risks associated with participating in fake awards:

• Damage to Reputation: Engaging with fake awards can tarnish your reputation. Clients and peers may question your credibility if they discover the award is not genuine.
• Waste of Time and Money: Pursuing fake awards often involves significant time and financial investment, with little to no real benefit. Your resources are better spent on genuine recognition.
• Lack of Transparency: Fake awards typically lack transparency in their selection process, making it difficult to gauge the true merit of the recipients. This can lead to unfair comparisons and misrepresentations.
• Misleading Clients: Using fake awards to market your services can mislead clients into believing you have qualifications or experience you may not possess. This can damage client trust and lead to potential legal issues.
• Undermining the Legal Profession: The proliferation of fake awards undermines the credibility of the legal profession. It makes it harder for genuine awards to be taken seriously and devalues the hard work of truly deserving lawyers.

By being aware of these risks, you can steer clear of fake awards and focus on earning genuine recognition that truly reflects your excellence in the legal profession.