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.

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.


  • 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