This just in:
We've long argued in this space that New Jersey Super Lawyers and Best Lawyers in America rankings do more to increase egos rather than vastly increase revenues.
But we've also argued that attorneys should have the right to advertise like other professions and like other businesses -- so they can effectively separate themselves from other lawyers and other firms. This decision, which vacated Opinion 39 of the NJ Supreme Court Committee on Attorney Advertising, was a victory for Free Speech and it's also a common sense approach to the reality of how law firms must do business today to compete.
Law firms need the ability to communicate with clients and prospects without having to tag everything "Attorney Advertising."
And if they want to put a Super Lawyer or Best Lawyer plaque on their office wall for the 10th year in a row, so be it. At least their kids, spouses and parents can be proud and the walls won't be empty.
Firms should not depend on these lists to raise their visibility. Instead, they should develop strategic communications plans that include marketing, public relations and social networking. Finally, firms must bring their websites into the 21st century and make them client-centered, not lawyer-centered.
Update: This blog post was mentioned on December 18 by Carolyn Elefant of Legal Blog Watch.
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