Please raise your hand if you’re still using spreadsheets to track media coverage for your firm. Be honest!
Why legal PRs need a brilliant database
I thought so. For so many, the spreadsheet is still the default for logging coverage, building reports, and tracking KPIs.
During the years I worked in communications for a law firm in the City, I always wanted a faster, better way. And I tried. But a tool with real data points, or graphics indicating my efforts had moved the dial for clients, or versus our competitors? It just didn’t exist.
So, when I joined Roxhill just over three years ago, I was chuffed that our CEO, Alex Northcott, was designing a useful spokespeople analytics tool to work alongside the database that would allow legal services clients to see, file, and track their press coverage in a clear dashboard. The coverage shown isn’t just for the firm, but its practice groups, partners, and also campaigns. The information can then be snipped and downloaded for ease of reporting.
In my experience, most campaigns – big, small, or partner-led – start with a targeted press list. A decade ago, a PR would have known all the journalists. But beats are changing, desks are merging, and lines are increasingly blurred as technology, business, science and geo-politics intersect.
Roxhill’s database tracks journalists carefully, and we tag the sectors and companies they’re writing about to enable clients to make the right choices when deciding who to target.
In my current role at Roxhill, I have the privilege of regularly interviewing journalists to gather intelligence which informs clients on how to engage effectively (FYI, my notes from these sessions appear on the Interview tab, which is activated in grey when there’s more information to be found).
Frequently, the journalists and editors I talk to mention the sheer volume of emails they get on a daily basis. They want targeted, relevant news from PRs – if you’re constantly knocking on the wrong doors, you’re burning your goodwill.
Roxhill’s database helps filter out those journalists who won’t be covering your story and allows teams to pick the top journalists and editors most likely to cover their news.
When you need to track and amplify your people
When you’re working with multiple spokespeople, partners and departments, spreadsheets just don’t pass muster anymore.
Roxhill’s Spokespeople Analytics tool lets you track your firm but also allows you to create bespoke departments and track as many spokespeople as you need, as well as your competitors. So, if you have a lead partner of a practice team you’d like to track against the competition, the system does it for you automatically.
The dashboard then displays real-time results. No spreadsheets, no pivot tables, no messing with column widths. It’s all there.
And if you’re pressed for time, the Roxhill Client Team can take on the heavy lifting and set it all up for you.
When you’re ready to show your results and tailor your reporting
Reporting campaign results also requires targeting – and by this, I mean tailoring reports for various internal stakeholders.
The range of colleagues touched by media and public opinion within any firm is often a mix of leaders – from partners to managing partners to business development teams and marketing.
Roxhill’s Spokespeople Analytics and Media Monitoring tools serve you by having reports ready in real-time and analysis humming along in the background. Doesn’t that sound better than having one team member sift through reams of line items in Excel?
Why Roxhill is the best choice for results-driven organisations
Everyone wants to show leadership their results, or conversely, where work may be required. To that end, Roxhill have designed a series of tools that helps you track, action and evaluate the work you’re doing.
Overwhelmingly, we hear from Roxhill clients that they want time in their day back to do the work that matters. That means less time faffing around with spreadsheets and more time talking to colleagues, finding the good news stories and getting them out to the press. And then showing, efficiently and effectively, how that work is being reflected and reported.
MEDIA INTELLIGENCE YOU CAN TRUST
We’re with you, every step of the way
One login. Multiple solutions.
Roxhill’s all-in-one media intelligence platform will save you time, highlight your impact, and drive your business forward.
MEDIA INTELLIGENCE YOU CAN TRUST
We’re with you, every step of the way
One login. Multiple solutions.
Roxhill’s all-in-one media intelligence platform will save you time, highlight your impact, and drive your business forward.
Click a product to explore its features.