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.

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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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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 an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • 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.


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