Brian Leiter has some good advice for law schools seeking to promote themselves to law professors to improve their reputational ratings for U.S. News.

...since everyone wants to get their news out before the new U.S. News surveys get sent out. Yesterday, I received promotional materials from six different law schools! I read, or at least skim, many of these publications, since it's usually interesting to learn about new faculty hires and recent publications. I know I'm also the exception, as I watch many of my colleagues dump these items straight in the trash. Law schools are now spending hundreds of thousands, perhaps millions, of dollars on these promotional efforts, but I do wish schools would follow a few simple rules when mailing materials to other academics:

Read his list of rules here.