Greentarget

Greentarget

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Is Your Firm’s Content Getting Lost in a Sea of AI?

AI is fundamentally changing how audiences discover and engage with content, while the fast-moving news cycle under the second Trump administration creates additional complexity for traditional media approaches. In the recording above, we discuss:

  • AI’s Impact on Search and Discovery: Understand how artificial intelligence is transforming the way audiences find and interact with your content
  • The Benefits of Owned Content: Learn why controlling your content distribution is more crucial than ever in today’s media environment
  • How to Build an Effective Content Strategy: Develop practical approaches to regain command when external factors seem unpredictable

You’ll come away with:

  • Actionable insights you can implement immediately
  • A deeper understanding of how to optimize your content for AI-driven search
  • Strategies for standing out in an increasingly crowded digital space
  • The chance to learn from peers facing similar challenges
  • A competitive advantage in the new era of content discovery

It’s time to adapt and thrive in this new environment.

More Strategies for Rising Above the AI Noise

In our white paper, we’ll show you how forward-thinking firms can reclaim their authority. It’s not about churning out more content. It’s about creating the kind of content AI can’t generate: original, informed, and deeply human.

Download the guide below and start building content that’s not just seen—but trusted, cited, and remembered.

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Challenge 
Leading up to the 2024 U.S. elections, the weight of the tumultuous and unpredictable election cycle was weighing on employers, who understood that the legislative and regulatory landscape could shift dramatically based on the outcomes in November. With various scenarios potentially unfolding, there was a clear need for guidance to prepare business leaders for these significant changes.

As the largest law practice in the world devoted solely to labor and employment law, Littler was uniquely positioned to be a primary resource for journalists covering these evolving issues. However, given the fast-moving news cycle and the wide range of potential impacts on workplace regulation, a timely and impactful event was needed to effectively showcase the firm’s thought leadership. 

Solution 
Greentarget saw an opportunity to further reinforce Littler’s position as the authoritative source on workplace policy by arranging a virtual roundtable in October 2024 to address the media’s top questions ahead of the election. 

The roundtable featured perspectives from Littler sources with deep subject matter knowledge on pressing issues, including immigration policy; inclusion, equity and diversity initiatives; labor relations and union activity; and artificial intelligence. Greentarget was closely involved in preparing the agenda and coordinating logistics, identifying key topics to cover, developing scripts and talking points, preparing the speakers, and facilitating the discussion and Q&A.  

Greentarget secured live participation from leading journalists at top-tier business and trade publications. The discussion was structured to provide clear and practical takeaways on potential regulatory shifts, positioning Littler as a primary source for ongoing election-related coverage.  

Results 
The media roundtable generated significant engagement, with nearly 20 journalists in attendance, including from Axios, Forbes, NPR, Politico, The Wall Street Journal, and The Washington Post. After the roundtable, Littler sources were featured in more than 50 high-profile publications, both pre- and post-election, highlighting the firm’s credibility and thought leadership at a critical time for employers.  
 

Along with the numerous media placements, the roundtable further strengthened Littler’s relationships with top-tier publications, creating opportunities for continued visibility and influence. Several top-tier reporters shared positive feedback on the roundtable and one of the firm’s speakers noted: “The roundtable was the most smashing success that I’ve ever experienced in all my years of doing press.” 

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Why professional services firms should deploy quick-to-market survey reports to deliver timely thought leadership 

Back in 2015, when the idea of a Trump presidency was still a punchline to many, researchers found that most Americans could only pay attention to one task for 8 seconds.  

It may have seemed unbelievable then, but as rapid-fire policy shifts and widespread economic uncertainty continue in today’s digital-first media landscape, it’s becoming easier and easier to see why Americans lose focus faster than a goldfish.  

This poses a problem for professional services firms that leverage research reports to cut through the noise. On the one hand, executives crave up-to-the minute, data-driven thought leadership more than ever—our 2025 State of Digital & Content Marketing survey shows that, after articles, research reports are the most preferred content type for both C-suites and in-house counsel. On the other, today’s hyper-accelerated news cycle makes it increasingly difficult for some data to remain relevant by the time it’s ready to publish—much less hold a reader’s attention for 10-plus pages.  

Consider the time it takes to get research to market. For example, a report on the challenges facing U.S. manufacturers, based on a 20-question survey fielded in February, will likely take 2-3 months to analyze, write, design, and distribute—at which point the respondents’ sentiments may have gone stale, given ongoing zigs and zags in tariff policies. By contrast, a brief, five-question survey report released within 2-3 weeks of fielding can deliver fresh, market-leading insights on timely topics, enabling your firm to gain significant traction with target audiences via owned, earned, and social media.  

Pivoting to a flash or “pulse” survey won’t always be the right play. Topics with a longer lead time (e.g., litigation), business challenge comparisons across industries and geographies and annual reports will still benefit from additional depth and analysis—and the benchmarking data they provide is valuable. Yet it’s also not a binary decision. Supplementing an annual report with a flash survey, for instance, can add substantial value by updating the findings uncovered in the more robust effort; alternatively, firms can use a flash survey to validate research questions for use in a more in-depth report.  

Why you should consider a flash survey  

Flash survey reports deliver rapid-turn insights based on short, ~5-question surveys. The end product: 1-3 pages of designed, easily digestible content and infographics that are ready-made for an associated microsite, versus the 8-10 page (or more) research reports professional services firms typically release.  

The benefits are clear. In sum, flash surveys are:   

  • Quicker to market at a moment when publishing relevant data is more important than ever. We’ve found that we can launch a flash survey report within weeks of fielding.  
  • Cheaper to produce as marketing budgets hit pause amid ongoing economic volatility.  
  • Easier for busy executives to digest in today’s fast-changing business landscape, appealing to survey-fatigued readers looking for brief insights that are timely, relevant, novel, and useful.  
  • More targeted. Shorter surveys can help firms home in on targeted audiences’ most pressing challenges instead of trying to boil the ocean with an overly broad approach, which tends to produce more general and banal insights.  
  • Catalysts for earned, social, and marketing content. Just because the survey is shorter doesn’t mean the life of the content has to be. With the right distribution strategy, flash surveys can fuel earned media placements, social media campaigns, and more direct forms of client engagement, like webinars and email newsletters.  
  • Ideal for search and AI models like ChatGPT. Consistent publishing of new data through owned channels, supported with forward-looking insight, can help firms improve generative engine optimization (GEO). Put simply: flash surveys can help your firm show up more regularly in AI-driven search outputs.  
  • Easily repeatable. The above benefits mean flash surveys are easily replicable, keeping current and prospective clients eager for the next round of insights. 
Traditional Research Reports Flash Surveys 
In depth analysis of topics Monitoring and benchmarking fast-moving issues 
Option to explore and compare a range of different issues, sectors, geographies Greater ability to capitalize on front-page news 
Long-term trend monitoring Targeted, specific insights 
Greater opportunity to partner with potential clients and incorporate in-depth interviews Easy opportunity to engage with clients on top-of-mind topics at regular intervals 
Repeatable annually Repeatable quarterly 

How to create a successful flash survey campaign: 5 best practices  

Looking to get started with a flash survey? Consider these five best practices:  

1. Right-size your survey. Flash surveys can work at various levels, from a broad overview of current sentiment (akin to political polling) to a hyper-focused report geared towards a specific audience (e.g., DEI policies for U.S. employers).  

Generally speaking, the former may attract a broader audience—but encounter more competition from other organizations and media outlets—while the latter will reach a smaller but more attentive group. 

Either way works: the key is to carve out a focus area that’s right for your business. Think about what type of survey feels authentic to your organization. For instance, most executives aren’t turning to a mid-sized accounting firm for general economic indicators. A flash survey aimed at CFOs’ greatest accounting challenges in light of the current economic environment may be a better fit.  

Key questions: Where do my organization’s business development goals overlap with our areas of expertise and trust in the market? Who are the buyers or decision-makers we want to target? Can we overlay a particular regional or industry focus? Can we own this topic in the marketplace?  

Remember: Sometimes it’s better to do a deeper dive into a more focused topic that fewer people are talking about than a surface-level investigation of a topic dominating every headline.  

2. Implement key project management controls. If you want to get a survey out fast, it’s important to avoid unnecessary delays. Limiting the number of subject matter expert (SME) reviewers—both in drafting the questions and analyzing the data—can help speed things along. An internal champion who can spearhead the process is critical. Get your design and digital teams involved as early as possible, to ensure the end product looks as good as the insights it contains. 

3. Make your questions count. Start with a hypothesis so that you hold yourself to a clear idea of what the survey will cover. Flash surveys give you less room to work with than a traditional report, so it’s crucial to think strategically about the questions you want to ask. This could mean prioritizing questions that are repeatable and comparable—giving you the option of a quarterly or annual survey—or ensuring your questions help tell a compelling story that won’t become obsolete with the next X or Truth Social post. To that end, don’t “waste” questions pegged to a named event or time. Take a holistic view while still hitting on your target audiences’ biggest pain points. 

4. Visuals count. A flash survey report should illuminate the data in the most clear, engaging, and digestible manner possible–avoid dense blocks of textual analysis. Infographics or interactive visuals are key. Use bullet points or lists for easy reading and drop in pull quotes of SME analysis to supplement the findings.  

5. Create once, share everywhere. Once the report is finished, leverage it to fuel earned media opportunities, provide fodder for direct client outreach, and generate email newsletter, conference/webinar, and social media content. To that end, be sure to equip SMEs with ready-made language they can use to share the key findings on LinkedIn and beyond.  

Deliver timely and useful content, fast  

In a world that’s changing so quickly, executives and in-house counsel need up-to-date information on what peers are doing and guidance from their advisors on what that means for them.  

Flash surveys are one way to do just that. To learn more, contact us. 

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Challenge: 

An Am Law Top 15 law firm sought to elevate and amplify the thought leadership of key partners ahead of one of the most politically charged elections in U.S. history for President, the House, and the Senate. With regulatory uncertainty at an all-time high, businesses were urgently seeking clarity and guidance on how these races could potentially impact their industries. This pivotal moment served as a key opportunity for Greentarget to amplify the firm’s thought leadership through a highly impactful media roundtable.  

Solution:  

Greentarget proactively proposed a media roundtable strategy in May, refining it through discussions with the firm before hosting the first call with lawyers in August—demonstrating a forward-thinking approach rather than reacting to immediate challenges. Building on a strong foundation of pre-election coverage and established relationships with leading business, trade, and legal media, the team identified the need for an interactive discussion and curated a virtual media roundtable featuring the firm’s top legal experts on healthcare, tax, cybersecurity & data privacy, antitrust & competition, and project finance.  

Leading up to the panel in September, the team conducted targeted outreach, inviting industry journalists and reporters to explore the potential legal impacts of the election on policy and regulatory law. To ensure the roundtable remained insightful and non-partisan, the team developed a comprehensive plan, equipping panelists with the latest information to provide timely insights aligned with current events.  

Results: 

The roundtable led to significant media engagement from prominent publications and legal trade media, resulting in 21 RSVPs, with 12 participants attending the live event. In the following weeks, Greentarget secured 22 media opportunities, including 16 interviews and 13 published placements (including 6 contributed articles) in outlets such as Bloomberg Law, Modern Healthcare, and Corporate Compliance Insights.  

The roundtable’s success solidified the firm’s reputation as the go-to source for legal insights and strengthened key media relationships, ensuring partners remain top of mind for future publications and contributions. 

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AI is flooding the digital landscape with an endless stream of generic content—and for professional services firms and leaders, that’s a problem. What once set firms apart is now lost in a sea of sameness. For CMOs in law, accounting, and consulting, it isn’t just disruptive—it’s existential.

But for firms willing to reboot their content strategies, this moment represents a powerful opportunity.

This guide—built on exclusive findings from our 2025 State of Digital & Content Marketing report—reveals how forward-thinking firms can rise above the noise and reclaim authority. It’s not about churning out more content. It’s about creating the kind of content AI can’t generate: original, informed, and deeply human.

You’ll discover what today’s most discerning decision-makers—C-suite executives, in-house counsel, and other high-value audiences—actually want from content now. You’ll learn how to focus your strategy, amplify what matters, and build direct pathways to your audience that don’t rely on algorithms alone.

If you’re ready to stop reacting and start leading, this guide is your blueprint.

Download the whitepaper below and start building content that’s not just seen—but trusted, cited, and remembered.

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As the second Trump administration takes shape, professional services firms have more opportunities than ever to educate their audience and strengthen their authority in the media. But media opportunities come with a challenge: balancing the desire to provide timely insights with the risk of wading into polarizing political waters. 

As the White House publishes landmark executive orders in rapid succession, media outlets are seeking the perspectives of true authorities who can provide a unique perspective on each order’s meaning as well as its immediate and far-reaching ramifications. But truth be told, the pressure to provide on-the-spot speculative analysis of emerging or undefined policies tests the traditional boundaries of what authorities are typically comfortable with. 

How can professional services firms — particularly those with legal and regulatory expertise — decide when and how to enter the fray?

The following five-part framework will help you make the most of the media opportunities that come your way. 

1. When, How, and Why to Engage 

With “breaking news” headlines publishing at a head-spinning pace, generally avoiding political discussions altogether may seem like the safest option. But if you stay out of the most pressing conversations today, you essentially cede your authority to those willing to participate — and miss the opportunity to shape and direct thoughtful, nuanced dialogues. 

The key is to determine where your firm’s expertise meaningfully intersects with current policy discussions and prepare to participate skillfully. Focus your efforts on topics where your people can provide data and research-backed insights that add genuine value to the public discourse. 

Consider questions like:

  • Does your firm have specialized expertise and knowledge about the subject(s) making headlines? 
  • Have you made statements about these types of topics in the past?
  • Is your firm well-known as an authority in the sector or policy area under discussion?
  • Do you have research and data to back up your positions?
  • What topics impact your internal and external audience? Will they expect you to weigh in? 

Ultimately, your role in these fraught and confusing times should be that of an educator rather than an advocate. It’s your job to simplify challenging topics for reporters and help them accurately and effectively keep the public informed. Staying bipartisan and objectively explaining how executive actions might affect groups across various sectors is the best way to do that. 

2. Carefully Vet and Prepare for Media Opportunities 

Though it’s not wise to completely avoid media engagement in challenging times, it’s also not prudent to accept every invitation that comes your firm’s way. To safeguard your firm’s reputation and ensure a positive and productive interview, take time to:

  • Assess the outlet’s track record for accurate reporting and fair representation of sources.
  • Consider the publication’s audience and editorial approach, as these factors will influence how your insights are presented and received.
  • Know the ground rules. Is this interview on-the-record, on-background, or off-the-record? If it’s on-the-record, remember that anything you say can be quoted.
  • Choose your spokespeople thoughtfully. Determine who in your organization is best positioned to speak out about the topic and ensure they’re prepared for handling hardball questions. 
  • Evaluate the specific angle or focus of the planned coverage. Understanding the broader context of the story helps ensure your participation aligns with your communication objectives.
  • Hit your points. Prepare three to four key points that you want to make and return to those points time and time again.
  • Bridge and flag for maximum impact. Using statements like “here’s what I think is important,” “I don’t know the answer to that, but what I can tell you is,” or “a quick example that will help crystalize this is” will help to bridge you back to your key messages in an interview.
  • If a question is framed negatively, don’t repeat it. Strive to maintain a positive, professional, and neutral tone.

Above all else, ensure the opportunity aligns with what your firm truly wants to be known for — your mission and values, your priority practice groups, and what’s important to your company. 

And if you’re afraid the interview might go off the rails in ways that truly don’t feel worth the risk? Consider going on-background rather than providing on-the-record quotes. These opportunities can help your firm build valuable media relationships even if you’re not quite ready to enter the arena.

3.  Anticipate the Media’s Focus

The last several weeks have provided some insight into the Trump administration’s immediate priorities, which enables you to anticipate what reporters, editors, and producers will be covering in coming weeks and months.

 
Based on what we’ve learned so far, be proactive to identify ways your firm could weigh in on conversations about topics like: 

  • Immigration and refugee policies
  • DEI
  • Tax changes
  • Government spending
  • Trade and tariffs 
  • Healthcare
  • Education 
  • Cybersecurity and data protection
  • Energy and climate

The pace of the news cycle will require your firm to stay responsive to what’s happening minute by minute. But it’s also smart to anticipate what the main topics are going to be and carve out well-defined POVs that lean into and strengthen your firm’s positions of authority. 

4. Don’t Be Afraid to Offer Speculative Insights

While traditional media guidance often warns against speculation, the current landscape requires a more nuanced approach. Thought leaders can and should offer forward-looking analysis, as long as it’s done responsibly and within appropriate boundaries.

A smart way to do this is to ground speculative commentary in historical precedent, existing legal frameworks, and empirical research. Rather than making broad predictions, break down potential scenarios and their implications across different stakeholders. For example, you could make statements like:

  • “Based on similar policy shifts in the past, we typically see X, Y, and Z impacts across these sectors…”
  • “While we can’t predict exact outcomes, our research suggests several possible trajectories…”
  • “Looking at comparable regulatory changes, there are three key factors that tend to determine the impact…”

When offering speculative insights, always:

  • Clearly distinguish between known facts and potential outcomes.
  • Acknowledge multiple possible scenarios rather than committing to a single prediction.
  • Frame analysis in terms of “if-then” scenarios that highlight key variables.
  • Ground commentary in your firm’s specific area of expertise.
  • Maintain professional distance from political positions while explaining potential policy implications.

Remember that your role is to illuminate possibilities and help stakeholders prepare for various scenarios, not advocate for particular outcomes. 

5. Stay Adaptable as Policy Announcements Shift

Has the adage “change is the only constant” ever felt more accurate? As news breaks, be ready to respond nimbly to policy shifts and adjust messaging accordingly.

When policy changes occur:

  • Quickly assess the substantive changes and their relationship to your previous commentary
  • Update your analysis while maintaining consistency in your overall analytical framework
  • Acknowledge shifts in policy direction without appearing to take sides
  • Focus on explaining implications rather than critiquing changes
  • Use your historical perspective to provide context for new developments

Fast-moving changes present an excellent opportunity to demonstrate your firm’s depth of expertise and your ability to provide steady guidance during uncertain times. By maintaining a consistent analytical approach while adapting to new information, you can build lasting credibility with both media contacts and your target audience.

Be Part of the Media Conversations That Matter Most

There’s no doubt that the complexities of media engagement in today’s political climate require expert guidance and a strategic approach. 

Our team of media relations professionals can help your firm develop and execute a sophisticated communications strategy that positions you as a leading voice in your space. Get in touch with a member of our team to open a conversation about how we can help you navigate these challenging waters with confidence and authority.

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