In the digital age, effectively communicating your brand and reputation is challenging. For law firms, this can be even more so in a sector where reputations can lag actual achievements.
Award wins are a differentiator – helping reinforce or change perceptions and reassuring clients that they have chosen the right lawyer. Having an award or two in your back pocket and the publicity that comes with it is also helpful when trying to lure the brightest talents to your team.
So what makes an awards entry stand out to the judges and how can you maximise ROI when you win? Our experts at MD Communications have some tips:
Do your research – scoping and writing an award winner will take time and resource, so be objective about your chances of winning and strategic about the opportunities you go for. Read category guidelines carefully, check past winners and be realistic about how you rate against the competition.
Be concise and relevant – once you’ve decided to go for it, make sure to stick to the brief. Make the judges’ job as easy as possible by presenting an informed, concise submission packed full of relevant facts and evidence.
Avoid hot air – every law firm will think they’re the best at what they do. You won’t stand out with sentences like ‘We’re the best law firm at litigation in the UK’ – you need to prove it. Back up leading expertise and standout client service with statistics, examples of tangible improvements and benefits you’ve delivered to clients and other market leading qualities.
Add some colour – don’t be drab – put yourself in the shoes of a judge who has trawled through 50 entries that day. Inject personality and passion into your writing. Be kind to the judges by cutting down those long paragraphs – highlight achievements in easy-to-read bullet points and remember to always stick to the point.
Make some noise, you’re a winner – put the winner’s logo on all your communications channels: your website, social media, email footer, blogs. Draft a press release – local media may want to shout about a local firm’s success. You can also use it as an opportunity to let journalists know that you have expertise in a certain area and can provide expert commentary for future articles or news pieces. Use it in your pitches for work.
Great networking opportunity – awards ceremonies are a great opportunity to work the room. How often do you find yourself surrounded by peers from such a variety of practices? The contacts you make here can add huge value to your firm. Online networking is also important. Congratulate other finalists on Twitter or LinkedIn and keep the conversation going. Build and maintain these new relationships.
Some legal awards deadlines coming up:
MD Communications has vast experience writing winning award submissions including most recently a shortlisted submission for the Chambers Diversity & Inclusion Awards Europe. We will provide strategic guidance to help you direct your resources to the most beneficial opportunities and can scope and write submissions to meet the tightest of deadlines.
If you want help to get your awards submissions to stand out, get in touch.