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 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

    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?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.