A press release is one of the simplest ways to get your law firm’s name out in the public eye — but drafting a great legal press release might not seem easy at first. Whether you’re promoting your firm through an online news article or on the radio, you want to make sure that you’re creating content that is both effective and engaging. Press releases are certainly no different.
A decent press release will get your information out there, but a great press release will lead readers to engage with your firm, as a public relations company trusts can explain.. Whether you’re focusing on traditional media (like print newspapers, radio ad, and TV ads) or you’re more interested in digital media (such as online newspapers and magazines), there are plenty of ways you can customize a basic press release into something that really stands out. Listed below are just a few steps that we’ve outlined to help your law firm craft awesome press releases.
1. Keep your information precise and to the point.This applies to any type of news you’re announcing. Even the most detrimental news can usually be simplified into a few concise paragraphs. Aim to keep your word count at around 300 words, with a maximum word count of 500 (unless there is a critical need to elaborate more).
2. Stay on subject.One reason why law firms may find it difficult to keep their press releases short is because they want to include as much information as possible. Once you’ve determined the topic of your press release, avoid straying off topic. The goal of an effective press release is to provide relevant information in a way that is understandable and easy to digest.
3. Include the most important information in the first paragraph. This type of information might include dates, times, places, and names. It’s okay if you leave details out of this paragraph — you can use the next couple of paragraphs to return to major points and elaborate on them.
4. Don’t leave any necessary information out. A press release shouldn’t be treated like a movie trailer; you don’t want to leave your readers with any questions about what is happening (or happened). Reporters are less likely to write stories on press releases that leave out critical information.
5. Choose a representative in your firm who can focus on media. There are two elements to consider when choosing a media representative for your firm: 1) He/she should be involved in the firm’s daily operations and be able to elaborate on technical topics; 2) He/she should be reasonably available to discuss the press release with a reporter.
6. Always include contact information. Contact information is essential for a great press release — otherwise, reporters and readers may be less likely to get in touch. This information can be included at the left-hand bottom corner of every single press release, and in the same exact order:
- Your media representative’s full name.
- Their job title.
- The name of your legal firm.
- Their telephone number(s).
- Their professional email address.
Don’t be worried if it takes a while to format and write your first press release. It gets easier with practice! Before long, you’ll find new ways to customize this basic outline into press releases that truly benefit your law firm.