Why’d you fall for it, Rex?
Lawyers of distinction is back with its advertisements congratulating its newest 2022 members. One of them is Rex White, Esq., a criminal defense and family law attorney in Salem, OR.
An Oct. 1, 2022 ad in the Sunday New York Times, “Congratulations to the Newest 2022 Lawyers of Distinction”, featured White and lawyers from 40 states, the District of Columbia, Australia, Canada, France, Puerto Rico, Switzerland and even one from Vietnam. Another ad in the same issue congratulated 39 “2022 Power Lawyers”.
Impressed? Don’t be.
About all that’s required to be named a “Lawyer of Distinction” is to apply yourself or be nominated, fill out some online forms and pay a fee.
According to the Orlando, FL-based organization’s website, a Charter Membership, for $475 a year, comes with a “Customized 14″ x 11″ genuine rosewood plaque”. A Featured Membership, for $575 a year, brings the plaque and inclusion in a membership roster published in USA Today, The New York Times, The American Lawyer and the National Law Journal.
Then there’s the super-duper Distinguished Membership, for $775 per year (described on the organization’s website as “Most Popular”), which brings the rosewood plaque, the membership roster ads and an 11″ tall translucent personalized crystal statue.
All of it is for attorneys, including 24 in Oregon, who apparently want to embellish their credentials by deceiving the public.
It’s like diploma mills, companies or organizations that claim to be a higher education institution, but only provide illegitimate academic degrees and diplomas for a fee.
“There’s a sucker born every minute,” is a phrase often attributed to P. T. Barnum, an American showman. It’s apparently true with respect to the attorneys who pay for “Lawyers of Distinction” memberships as well as members of the public who are misled by them.
The Lawyers of Distinction website describes the application review process:
“Lawyers of Distinction Members have been selected based upon a review and vetting process by our Selection Committee utilizing U.S. Provisional Patent # 62/743,254. The platform qenerates a numerical score of 1 to 5 for each of the 12 enumerated factors which are meant to recognize the applicant’s achievements and peer recognition. Members are then subject to a final review for ethical violations within the past ten years before confirmation of Membership. Nomination does not guarantee membership and attorneys may not pay a fee to be nominated. Attorneys may nominate their peers whom they feel warrant consideration. The determination of whether an attorney qualifies for Membership is based upon the aforementioned proprietary analysis discussed above.”
Phew! Sounds complex and rigorous.
Don’t believe it.
Essentially, it’s just pay-for-play. It’s selling badges. It’s paying for meaningless accolades. Apply, pay the annual membership fee and you’re in.
Conrad Saam, president of Mockingbird Marketing in Seattle, tested the membership vetting process by applying for membership as his child’s pet chicken, Zippy. “Surely their ‘rigorous review process’ would disqualify a 3 1/2 month old Golden Wyandotte,” he theorized.
Saam started by getting an email address for Zippy through Yahoo. Then he used an alias to nominate Zippy DeShickeen. He quickly received notification that Zippy had been nominated, but he chose not to send in the membership fee.
“Surely they wanted to know more information about Zippy. What about the background checks? Independent Research? and Zippys scholarly writings? Verdicts… Settlements…. Bar Certifications? Surely that would follow in the next phase of the process; at a minimum, LOD would want to know what state Zippy was licensed in? a bar number? or a release to perform the background check? Some of her awards? Some bio information? But alas, the application required nothing more than a name, address and a domain.”
According to the Florida Division of Corporations, “Lawyers of Distinction Inc.” is a private for-profit company with a principal address of 4700 Millenia Boulevard, Suite 175, Orlando, FL 32839.
Robert B. Baker, at the same address, is listed as the President in the company’s 2020 Annual Report.
But don’t go to the office address expecting to be ushered into a space with a clean, modern aesthetic that communicates success. The address is only a virtual office.
“These Orlando virtual offices are perfectly located on Millennia Blvd., offering a fantastic office location and recognisable (sic) business address without the cost of renting a full-time office space.,” its website says. “Virtual office users benefit from a local phone number, receptionist call answering services, and a mail handling facility, and can even visit the premises for meeting room rental or day office usage whenever the need arises.”
Robert “Robbie” Brian Baker, a member of the Florida Bar (Bar #992460), is also the founder and owner of Baker Legal Team at 2255 Glades Rd., Ste 330-W, Boca Raton, FL 33431. According to the Baker Legal Team website, he has a degree from Boston University School of Law in 1989 and a B.A. from Ithaca College.
As an aside, the firm’s website has the chutzpah to highlight that it’s a member of Lawyers of Distinction.
Lawyers of Distinction’s website says it currently has over 5000 members. If 5000 lawyers sign up for the Distinguished category at $775 this year, the organization will rake in $3.9 million. Quite a haul.
Lawyers of Distinction tries to quell doubts about its legitimacy by including on its website a section headed, “Is Lawyers of Distinction A Scam? With Over 5000 Members, See What Lawyers Have To Say.” But all the section contains are a few member comments and ratings, such as, “Andre L. Pennington – June 20, 2022, I love the opportunities that this honor provides. I highly recommend!”
It’s likely that few attorneys have been duped by Lawyers of Distinction, lured into believing they’ve been selected for a rare honor based on their legal work. They must figure that impressing potential clients is worth the chronic mendacity and deception.
But the widespread use of Lawyers of Distinction by American attorneys really just represents the decay of honest professional representation. If the American Bar Association and state bar associations really cared about lawyers’ clients they would be cracking down on such misleading marketing ploys.
And if an attorney ballyhoos their selection as a Lawyer of Distinction to you, beware. They are living in a world of unearned praise.