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Case study · Desautel Browning Law
Measuring earned media the honest way.
Most coverage reports count clips and invent a dollar value. We measured what actually matters: who saw it, where, in what tone, and whether the message got through.
The client
Desautel Browning Law is a New England land use and environmental law firm. KMC Digital has handled the firm’s press relations since its launch in 2024.
The moment
On August 26, 2025, the firm took part in a press conference in Galilee, Rhode Island. Afterward, we built a full earned media analysis of the coverage.
What the coverage produced.
Verified placements only. Reach is estimated from outlet audience data.
Where it ran.
Two in-state outlets carried three of the five stories.
- Providence Business News
- Rhode Island Current (two stories)
- Maine Morning Star
- New Hampshire Bulletin
What the numbers said.
The honest part of the report, and the part that makes the next press event better.
Strong outlets, clean sentiment, and solid in-market reach. But the firm’s message reached only one in five stories, and other voices dominated the coverage. That’s not a failure; it’s a baseline. It tells you exactly what to change next time.
We follow the Barcelona Principles for communications measurement, so this report includes no advertising value equivalency (AVE). Coverage quality scores are on a 100-point scale.
What we recommended.
Six changes to raise message penetration and share of voice at the next event.
- Pre-brief the anchor outlet before the event
- Own local broadcast, not just print and digital
- Compete on volume with more spokespeople and more availability
- Package the legal message so reporters can quote it cleanly
- Coordinate allied spokespeople around one message
- Monitor coverage in real time and correct the record fast
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