How to Research the Best Media Outlets for Your Law Firm
By: Zach Parker
Content Marketing

Even with a steady dose of blog posts, podcast episodes and social media updates, no content marketing strategy is complete without the addition of earned media. During a time when the general public is consumed with skepticism of marketing tactics and spin, media coverage can be a powerful tool for your law firm. Brand awareness, website traffic, social shares and new business leads are just a few of the potential benefits of having your firm featured or mentioned in the right media outlet. The goal is to maximize your firm’s mentions by ensuring they are seen and consumed by members of your target audience. 

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Targeting Journalists

Reaching your target audience with earned media means securing coverage in the right website or publication. Rather than just firing out pitches to any and every journalist or blogger that crosses your mind, do some background research and determine those who warrant the attention of prospective clients. Even if you have no journalism background and have never stepped foot in a newsroom, you can still target the right reporter, writer or commentator by knowing their coverage area or consumer demographics. 

For example, if your target audience is made up of a younger generation, pitching to a print newspaper probably wouldn’t be as valuable as an online publication. Or, if you’re pitching a story about the achievements of one of your attorneys, an education reporter or sports writer likely won’t be of much help. Study your market. Chances are there are niche publications or journalists reporting on the ins and outs of your industry that your firm can target to make the most of your pitches. 

Using Twitter and LinkedIn

Social media can be a strong ally when compiling the best media outlets for your firm. With its fast-paced atmosphere and wide range of users, Twitter is full of journalists, bloggers and thought leaders that can help you deliver your firm’s story to your audience. Follow them and engage with their content to cultivate relationships and in turn, share your own content. You can even take it a step further with targeted ads to put your content directly in front of your industry’s most recognizable leaders. While they may not immediately turn around and reshare it, you can get your name out there, making a personal connection much more attainable. 

LinkedIn is another source for developing contacts and professional relationships, but it requires a bit of work on your end. Much like your Facebook profile that includes friends, classmates and coworkers from your past, your LinkedIn connections are likely filled with dozens, if not hundreds of professionals from a variety of different industries. By using LinkedIn tags, you can separate your connections into different groups, making it much easier to navigate when you’re trying to foster a professional relationship. From there, you can easily keep up with what others are sharing to shape your own content strategies as well as comment on and share what those connections are posting.

Write Reviews

From bloggers and podcasters to authors and influencers, positive reviews and ratings are worth more than gold to many content creators. It’s how they stand out from the crowd and make a name for themselves. As the media landscape continues to change, these content creators have become as trusted as the local newspaper or nightly broadcast news station was years ago. They’re a valuable addition to any media list and something as easy as a positive review can lay the foundation for a fruitful relationship. 

Maybe you subscribe to a podcast that discusses tax law news that could interview one of your attorneys. Or, perhaps you found a popular legal industry blog that could feature a guest post or quote from a partner at your firm. Whatever the case may be, publishing a review is your introduction to these outlets. By simply giving a content creator a five-star rating or writing a few sentences to give your endorsement, you’re creating an instant conversation starter and a reason to reach out to your firm for more. 

When it’s treated as a priority, earned coverage can be more effective than paid media for brand awareness and lead generation. Keep in mind that earned media doesn’t happen overnight. It is dependent on building and maintaining relationships with the various media personnel and content creators in your industry. Don’t disregard or cut off a connection just because you didn’t generate news coverage from your first pitch. Be patient and stay committed and your firm will soon be reaping the benefits of earned media. 

 

Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. Learn more about how we can help your firm attract new clients and grow revenue with this SAME process here.

SAME process. UNIQUE results.

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Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

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The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

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