Golin is an integrated agency with PR, digital and content at their core. With 50 offices throughout the Americas, EMEA and Asia, their ambition is to create change through brave, relevant work worthy of awe, action and awards. By embracing new technologies and pushing creative boundaries, Golin helps clients adapt and win in a constantly evolving world.
| Industry | Public Relations & Communications |
| Location | Chicago, IL |
| Employees | 1,350 |
Learn how Golin, an integrated agency with PR, digital and content at their core, uses Muck Rack to:
- Curate powerful, targeted media lists for clients
- Monitor mentions of clients and competitors using Muck Rack Alerts
- Measure the connectivity and engagement of a given press hit with Who Shared My Link and Coverage Reports
In Their Own Words: Golin’s Favorite Muck Rack Features
Stephanie Matthews
Executive Director
Golin
Media Monitoring and Alerts
After being a news producer for 15 years, I switched to PR by joining Golin six years ago to run The Bridge, our connected network of newsrooms across the globe. Our goal is to “bridge” conversations and coverage, making our clients part of the news cycle, and major stories, day in and day out.
News happens all day long. Based on my experience in journalism, I knew that about half of my day was spent looking for stories online and searching Twitter, knowing it was a huge source for where journalists were finding content. I saw Twitter as an untapped place to find stories, and so does Muck Rack. I knew I needed a way to receive alerts all day long to keep up with the news. We did a Muck Rack demo early on, and were able to turn up all sorts of opportunities that were easy home runs for our brands.
We use Muck Rack Alerts to monitor client names, products and focus areas and those of their competitors to find opportunities on social media and in articles. Of course, we take advantage of the low-hanging fruit like when we receive an alert that a journalist has mentioned our client by name, but Muck Rack helps us to find the less obvious opportunities to make ourselves part of a story. Muck Rack Alerts help us find unexpected brand fans and reporters we may not have initially put on our list because of their broad coverage areas and massive dataset. Reporters are people too. It’s about finding just the right keywords to discover journalists who may not have been on our radar before. We may not gain coverage right away, but through Alerts, we find people who are receptive to our messages, and can use that as an opportunity to forge a human connection and start building relationships.
Take this example from our work with a big pet brand. We’d targeted and pitched a specific reporter many times without gaining traction. After we saw on Twitter that her cat knocked her computer off her desk, we sent her a package of cat toys and a note saying we hoped the toys would keep her cat occupied. This helped us to build a relationship, and since then, this reporter has covered many of our stories. This interaction helped forge a true relationship.
Muck Rack Alerts also help us stay on top of media coverage as it happens. We once put a leash-trained cat on the runway at Fashion Week, but didn’t announce it beforehand. Within 15 minutes of the show ending, we were able to identify every journalist in the front row who tweeted about the cat. We then followed up with each directly, and instantly saw the coverage shift from “What is this cat doing?” to the brand’s messaging about why there was a cat on the runway. The story, and the brand’s messaging, got picked up in dozens of publications, most notably, the Associated Press and Huffington Post.
