Avoiding Client Reference Fatigue During Awards Season

Law360, New York (October 28, 2011, 12:35 PM EDT) -- Attorneys and legal marketing professionals have struggled to balance the proliferation of awards and rankings that have emerged over the past several years, such as "U.S. News & World Report"'s Best Law Firms and other similar programs.

In addition to the burdens and resource challenges that these awards place on marketing professionals, they also bring an unwanted and dangerous trend — client reference fatigue.

Clients who are called upon numerous times in a year to participate in rankings for their outside counsel might provide a less-than-stellar...
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