Why Media Monitoring Matters to Your Firm, Brand & Reputation

In today’s sprawling media landscape and overlapping communications channels (from broadcast news to blogs and newspapers to social media) the right or wrong message can make a lasting impact on your business, brand and reputation. To navigate that landscape, you need to immediately know what people are saying about your firm, who they are and how you might best respond. That’s where a consistent process to monitor news reports, social media chatter and other communications about your firm is imperative.

To be blunt, bad things happen when you’re not paying attention, but you’ll also miss the opportunity to leverage the good moments that could positively impact your brand reputation. Whether your firm is small or large, the answer is a robust media monitoring program to track what’s being said and help inform your decisions on how best to respond. Here are a few key examples of why media monitoring matters even more into today’s grounded media landscape.

Track and Celebrate Your Wins

While we may sometimes associate media monitoring by ensuring we’re aware of negative stories when they pop up, it’s just as important for the positive stories. A news story about a program at your law firm could easily make it into a magazine, newspaper or TV broadcast without the media entity asking for an interview or making you aware. Likewise, people will sometimes say nice things about your brand on social media without remembering or knowing to tag your account. By tracking the chatter out there, you can seize upon those good stories quickly and amplify them on your own social media channels or reach out directly to further engage and maximize the positive publicity.

Build Relationships and Create Opportunities

Whether a story is positive or negative, it’s good to know who’s talking about your company and stay in touch with them. Even if a reporter publishes a negative story about your brand, that doesn’t mean they’ll be opposed to a more positive story down the road. Their job is to be fair and share the news and other interesting stories with their audiences. The fact that they’re already familiar with your organization actually makes it more likely they might share another story down the road as long as you can connect and build that relationship ahead of time. So don’t ignore the negative; learn from it and engage with that person to begin building a better relationship and mutual trust.

Rapid Response for Crisis Communications

Crisis communications and rapid response is often at the center of a media monitoring program, even if the likelihood of a crisis is low. Rumors can quickly get out of hand if you’re not aware of the conversation and able to respond quickly. Quickly knowing that a negative story is getting media attention gives you an opportunity to respond immediately and ensure your side of the story is included in a report or even put a hold on a story that isn’t true. Alternatively, it provides you with precious time to coordinate a response within your firm and prepare your people. The worst possible situation is when you are the last person to know about the story. At that point, the damage is done.

Measure the Impact of Media and Reputation on Your Firm

Monitoring, tracking and logging media stories over time can also provide valuable perspective about their impact on your broader business goals. See a spike or dip in your numbers? Cross reference them with your media coverage reports. Interested in expanding your public relations efforts? Build a model to measure the effectiveness of those efforts over time. The data may not make sense week-to-week, but over quarter-to-quarter and year-to-year, you’ll start to see trends.

Media Monitoring Services to Consider

Whether celebrating your wins or trying to get ahead of a potential crisis, media monitoring is an important component in any communications program. However, not all media monitoring services are created equal. The lowest point of entry is Google. You can set up daily Google Alerts or even schedule emails anytime Google finds a new mention about your brand. They’re easy to set up, but Google Alerts are far from a robust solution. 

The next step is a big one. You can subscribe to dedicated media monitoring platforms that cover print and online publications by the region, country or even the entire world. You can even add broadcast media tracking services for stories that do not show up in print or online. And don’t forget the MANY social media monitoring and listening platforms that provide a whole host of options (look out for a future blog post just on social listening tools). 

All of these platforms require a dedicated team to monitor the results and help decide how best to make them work for your law firm. That’s where agencies like ours can help. We already subscribe to pricey monitoring services due to the nature of our business. You can work with an agency like Ghidotti to help you monitor mentions and fine-tune your process to respond to those.

SAME process. Unique results.

If improving lead generation is a priority to your law firm, we would love to be your partner. Schedule a free 1-hour consultation.

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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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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.