“By scoring it, PR stops being vague. It stops being a “nice to have” marketing activity and, with points, becomes a strategic business development tool.”

Earned media can transform how lawyers – and other professionals selling their expertise – network and build credibility, as John explains in his Legal Management article, “Scoring PR: Creating Business Development Gold with a Gamified Earned Media Program,” (ALANET.org, 5/9/25).

By assigning points to media placements based on impact, prestige, and strategic value, firms can track progress and compare the performance and visibility of partners, offices, and even competitors, to prioritize the results that truly move the needle. It also helps CMOs advocate for more resources by tying PR success to business outcomes.

The result? Engaged lawyers generating relevant thought leadership that sustains lucrative relationships and leads to new business opportunities.

Whether you’re building credibility, attracting laterals, or supporting a key practice, utilizing a points-based system and gamifying the results makes PR a strategic tool, fueling momentum and engagement while delivering tangible business development benefits.

Can’t get past the ALA paywall?  Read a draft of the article here — and read an American Lawyer published case study of our proprietary, points-based PR engagement, called FAME (for Focused Authoritative Media Exposure) here.