What to Measure in Earned Media

When it comes to delivering a message to your target audience, the media can be a powerful ally for your law firm. Whether it’s a newspaper, business journal, blog, TV station or podcast, third-party credibility from the right source can bring new business leads, brand awareness and website traffic along with it. Much like the analytics associated with owned media, it’s important to calculate what was gained from the mention. Before your firm embarks on the earned media journey, here are some tips on what to measure. 

Driving Unique Website Visitors

Having your firm or one of your attorneys featured in a prominent publication is a great way to increase brand awareness, but the ultimate goal should still be to drive members of your target audience to your website. As the home of your blog, case studies and other valuable content as well as a place to connect with your firm, your website is the ideal location for guiding prospective clients through the sales funnel. This makes tracking the number of unique visitors to your website an essential component of your earned media measurement. 

Since most major publications will have a larger audience than your firm, earned media provides an opportunity to reach people who might not know about you or the services you offer. By reviewing your analytics in the days immediately following a media mention, you can determine whether or not the coverage generated unique visitors for your website. Based on the results, your firm can decide if it’s worth pursuing additional coverage in that publication or seek a new media outlet. 

Boosting Your Domain Authority

In a world where Google, Bing and other search engines are so heavily used to find goods and services (including law firms), domain authority often determines which result a user will click on. After all, anyone who uses search engines knows the results that are closest to the top will receive the most traffic. While it’s still possible to improve your firm’s rank through on-page SEO tactics, earned media coverage can take it to the next level, particularly with the inclusion of a linkback

Of course, any coverage will include the name of your firm but when the media outlet also provides a link to your website within the article they’ve written, it acts as a vote of confidence for your website. Search engines recognize the authority of prominent sites with a large following, which most major publications have. The more linkbacks that your firm receives from relevant and high-profile websites, the higher your own website’s domain authority will be. 

Getting the Most Out of Your Earned Media

At its core, earned media coverage is a way to spread the message of your firm to a larger audience. Whether your goal is to identify potential new leads or reinforce your message to those who are already familiar with your firm, nearly all publications or news stations will bring in a larger and often more attentive following. However, the potential for reaching more people doesn’t end when the story or interview is published. 

Let’s use a high-profile feature in your local newspaper as an example. A reporter interviews an attorney or member of your firm and a few days or weeks later, the story is included in an issue of the paper. That same story is also published in the online version of the newspaper and potentially shared on social media. From there, the possibilities are endless. Your firm’s mention in the feature story could be shared from the website to Facebook, LinkedIn, Twitter or any other social media platform, increasing the reach even further. Google Analytics allows your firm to track the shares of every article you’ve placed, making it an easy and valuable inclusion in your earned media measurement plan. 

Earning Additional Media Coverage

If one interview or story is good for your firm, more is even better. In the era of social media, news and information comes and goes in a matter of minutes sometimes. It’s not enough to get featured in a business journal one time and call it a day. Whether it’s in the same publication or a different source, additional coverage is the key to making the most of your earned media. 

Keep in mind that if you’re in the early stages of generating earned media coverage for your firm, it may take time to turn one story into two or more but the ball is in your court. By developing your relationships with the prominent journalists, bloggers and influencers in your market, your firm can become a relied upon source that is turned to for information time and time again. Then, all of those articles, videos, interviews and other media hits can be compiled and measured to prove the value of the coverage your firm earned. 

As people become increasingly more skeptical of marketing tactics and spin, earned media is critical for developing and maintaining trust with your target audience. Our agency has particular expertise in helping law firms and legal marketers create thought leadership platforms fueled by an integrated strategy of earned media and content marketing that increases leads and cases, improves brand recognition and reputation, while also equipping attorneys to sell. If you’d like to learn more about our 4-step strategic process and how we can help your firm land earned media coverage, let’s chat

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

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 a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • 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. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

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

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position