A press release is a formal written statement issued to media outlets to announce newsworthy developments related to your law firm or legal cases. It follows a standard format and aims to grab the attention of journalists and editors.
Before You Write a Press Release:
Identify your target audience: Who do you want to reach with your press release? Journalists, potential clients, or the general public? Tailoring your language and content to your specific audience will maximize its impact.
Determine your newsworthy angle: What makes your news story unique and interesting for your target audience? Highlight this angle in your headline and throughout the release.
Press Releases Structure and Content:
A well-written press release typically includes the following elements:
Contact Information: Include your firm's name, contact person, phone number, and email address at the top for easy reference.
Compelling Headline: Craft a clear, concise, and attention-grabbing headline that accurately reflects the newsworthy aspect of your story. Aim for under 140 characters for online sharing.
Dateline: Include the city and state where your firm is located, followed by the release date.
Lead Paragraph: Briefly introduce the key details of your news in the first paragraph, including the who, what, when, and why.
Body Paragraphs: Expand on the information presented in the lead paragraph, providing additional details and context to support your story. Use clear and concise language, avoiding legal jargon.
Quotes: Including a quote from a relevant individual, like a partner at the firm or an involved individual in the case (with their permission), can add credibility and humanize the story.
Boilerplate: Conclude your press release with a brief overview of your law firm, including its history, areas of expertise, and contact information. You can also include a link to your website for further information.
Call to Action: Briefly state what you want the reader to do after reading the press release, such as visiting your website or contacting the firm for consultation.
Additional Tips:
Utilize the Complaint: When writing the press release release, to avoid any potential content issues, use the case complaint, if available, to build your release, as all the information is usually public record.
Maintain consistent formatting: Ensure your press release adheres to a consistent style guide for your law firm, maintaining professionalism throughout.
Proofread carefully: Eliminate any grammatical errors or typos before distributing your press release.
Consider visuals: Depending on your story, including relevant visuals like photos of your legal team or related imagery can enhance the press release and capture attention.
Remember it is your responsibility to make sure your PR is compliant with your state's Bar Association Advertising Rules and Regulations or the American Bar Association (ABA) Model Rules of Professional Conduct. This includes any vendors you hire to assist or manage your PR efforts.
The SEO Power of Strategic Press Releases
A well-written press release can also support your Search Engine Optimizations (SEO) efforts. Your goal is to increase brand visibility, attract viewers, get mentions, get shares, increased website views, and obtain backlinks and site authority. Here are some things you can do to increase your SEO:
- Keywords: Know what your readers and journalists are searching for and use those terms (keywords) in your release and supporting materials.
- Headlines: Create a keyword driven title. Headlines should be sharable and kept to 140 characters. Good headlines are catchy and quick the point to catch the attention on journalists and readers.
- Content / Copy: Make sure content is newsworthy, relevant, and useful. Use your keywords to convey the who, what, where, when, and how, but avoid jargon. The first 250 words are the most important.
- Organization Boilerplate: The Boilerplate Is your company elevator pitch. This is your opportunity to show who you are, what you do, where you are located, and how to reach you.
- Hyperlinks, SEO Key Words, and Phrases: Utilize hyperlinks when appropriate. Do not over link Having 2-3 links to relevant information on your website is recommended.
- Allow for Multimedia Elements: Multimedia elements includes images, videos, and audios. It is recommended that you provide links to these items, which are often housed on YouTube, Instagram, Flickr, and iTunes.
- Utilize Wire Services: When appropriate submit releases to wire services like Business Wire or PR Newswire as they get index by search.
Another way to boost your SEO is to have your own Online Newsroom. This is often a page on your website called News or Newsroom. This is where you would post all your releases, news, and news coverage. This page should also contain your contact information including email, phone, and a contact person.
By following these guidelines and tailoring your press release to your specific news and target audience, you can increase the likelihood of securing media coverage and boosting your law firm's visibility.
Additional Resources:
Watch for upcoming How to Track Results of a Press Release, How to Set Up a Press Conference, How to Prepare for a Media Interview, How to Prepare for / Handle a PR Crisis and How to Hire and Work with a Public Relations Agency. In case you missed it you can also read How-Tos on How to Pitch the Media and How to Distribute a Press Release.
