Some brief suggestions for lawyers on how to prepare for, and what to expect from, a legal directory interview.
Structure
Legal directory interviews typically follow this pattern: the first half is an opportunity to talk about your own practice and that of the firm; the second half is a broader discussion about the market and your views on other law firms and lawyers
Length
Usually about 20-25 minutes on the phone. Researchers will often extend the call if you provide them with helpful and interesting market feedback. Allow an hour in your diary to be on the safe side and avoid cutting the call short
Prepare
Read the submission beforehand, and have it to hand during the interview to remind you of what the team has worked on. Also, have last year’s rankings in front of you so you can comment on the tables. Print these off the internet if you don’t have a hard copy of the book
Practice Overview
Begin the call by providing a brief overview of the practice in the last 12 months, highlighting any key developments
Context
Explain why the strengths of the practice are important to clients. The level of technical knowledge among researchers varies, so avoid jargon and make sure they understand the big picture. You may need to explain unusual terms and references
Movement
Give details of any changes in the past 12 months that have had a positive impact on the practice, for example: lateral hires, internal promotions, office openings, and new client wins
Inclusivity
Highlight the whole team – mention their names and explain what value they add. The directories like to see impressive individual lawyers, but also strong teams
Persuasiveness
If you want to improve your rankings, you need a convincing set of arguments. Any proposed changes in the rankings are scrutinized by the directory editors, so give the researchers the evidence they need
Promote But Don’t Oversell
Promote the firm – the directories recognize that it’s a marketing opportunity – but be honest and realistic at the same time. Researchers speak to hundreds of lawyers and are wary of those that “over-market” themselves at the expense of any broader commentary
Discuss Competitors
The second half of a legal directory interview involves talking about who you think are the leading lawyers and firms elsewhere in the market, and their placing in the ranking tables. Although it may not seem an obvious way to promote your firm, the directories will appreciate your ability to talk knowledgably about the market. Be candid – the directories love color and personality – and feel free to criticize constructively, but don’t dismiss every other rival firm. It will lend credibility to your claim to be an expert in the legal community if you can talk positively about some peers
Confidentiality/Attribution
Everything you say about your firm during the interview will be treated as printable unless you say otherwise. Although any comments you make about other firms or lawyers are confidential and will not be attributed to you
Follow Up
Let the researcher know you are happy to deal with any follow-up inquiries. Sometimes they like to come back to previously helpful interviewees for clarification or further market commentary
Leave a Reply