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.


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.

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.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if 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 winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • 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?

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.