Lawyers like results. Lawyers especially like results they can quantify. This is especially true if they are paying for a service, such as legal PR.
Most legal marketers have a difficult time quantifying the impact of legal PR. Yes, your attorney may have had a quote in the Wall Street Journal, but how many prospective clients were inspired to take action as a result of the quote? How many people even read the article?
While measuring influence might seem like a nebulous task, it doesn’t have to be. Here are a number of tips you can implement today to gauge the success of your publicist’s legal PR efforts.
- Review social shares: Most news outlets embed social media widgets on an article’s webpage to encourage sharing. These widgets will show how many times an article has been shared on Facebook, tweeted or given a “plus one” on Google+. The more social influence, the greater the potential impact of the placement.
- Review website metrics: Ideally, a media placement will encourage readers to visit your firm’s website. Shortly after a placement occurs, watch your web analytics. Was there an uptick in visitors? Did the impression act as a referral source?
- Review social media activity: Another way that readers can take action is by engaging with your brand through social media. Ideally, after an impression, your firm will see an uptick in social media activity, including new followers, tweet @s and retweets, as well as new LinkedIn connection requests and profile views.
- Include a referral question in your online forms: If you use forms on your website, such as a newsletter sign-up page or a “Contact Us” form, you can include a question that asks how the prospect heard about your firm, practice group or attorney. For example, if visitors select “newspaper or magazine article,” you can get a better sense of the influence your legal media relations activities have within the marketplace.
Even with these quantifiable tactics, it should be noted that legal PR is still difficult to accurately measure. It takes time to hone a positive public reputation, with each new success building upon the last.
Still, these are useful metrics, and they are made increasingly so if shared with your outside PR consultants, who can use this information to tweak PR strategy.
If you have questions about ways you can measure your PR campaigns, contact Terry M. Isner at firstname.lastname@example.org.