My colleague Louise wrote recently about the value of entering awards, and one piece of advice she gave was to ensure the awards are reputable.

This is becoming more and more of an issue, to judge by my inbox for my other role as editor of Legal Futures. Here’s one that arrived this week: “Our Legal Awards identify and celebrate the finest firms across the world of law. Over the last few months, our in-house team have examined candidates that have demonstrated their expertise in criminal justice and have boosted cooperation between human rights defenders.

“Throughout the process they identified Legal Futures as our winner due to promoting an effective judicial cooperation within Europe and providing innovative methods to resolve client disputes.”

It is, of course, a great honour and we are dancing in the streets of Hatton Garden. Or at least we would be were Legal Futures a law firm that specialises in criminal and human rights law, rather than a news website focusing on ABSs and regulation.

This is the third such e-mail I’ve received in recent weeks from different publications which (a) I’ve never heard of, (b) claim that their in-depth research has identified Legal Futures as a leading UK law firm in various areas (we’re also particularly good at M&A, apparently), and (c) then suggest we celebrate our amazing achievement with various editorial packages. This latest e-mail offers three levels, peaking at £4,000 for the “premier level” package and what sounds like wall-to-wall coverage of how brilliant we are.

A bit quick of internet searching shows that some law firms have signed up to these awards and proudly announce their achievement. But it could easily backfire if they come to be known as having zero credibility.

These offers sound enticing and everyone likes to win an award. But firms should be careful. If you and your colleagues have never heard of the publication, especially those who are immersed in that field of expertise, then there is probably a very good reason for it. Don’t put your ego before your common sense.