10 Tips for Crafting a Standout Press Release for Your Law Firm

Did you just win an award? Did your firm do something noteworthy? If so, it’s time to let the world know about it!

A press release isn’t just an announcement, it’s your firm’s moment in the spotlight—a carefully orchestrated narrative that can elevate your brand, attract new clients, and position your team as industry leaders. In essence, a press release is your ticket to stepping into the limelight and ensuring that your noteworthy achievements don’t go unnoticed. Here are 10 quick tips for making the most of your press release.

1. Craft a Compelling Headline:

Your headline is the first handshake, so make it firm and engaging. Keep it concise and captivating, providing a snapshot of the news you’re unveiling. Whether it’s a major legal victory or a significant firm milestone, let the headline do the talking.

2. Cut to the Chase:

The first few paragraphs should answer the who, what, when, where, and why. Save the elaborate prose for legal briefs—here, clarity is key.

3. Support Claims with Data:

Backing up your achievements with concrete evidence lends credibility to your press release. Numbers, statistics, and success stories provide substance and provide context for the achievement you’re celebrating.

4. Inject Personality:

While professionalism is crucial, don’t be afraid to infuse a bit of personality. Share anecdotes, human-interest elements, or unique aspects of your firm’s culture. People connect with stories, not just facts and figures.

5. Include Relevant Quotes:

Quotes add a human touch to your release. Incorporate statements from key figures within your firm to provide insights, context, or reactions to the news. 

6. Visual Appeal Matters:

Enhance your press release with visuals. High-quality images, infographics, or relevant charts can break up the text and make your release more engaging.

7. Tailor to Your Audience:

If you’re hoping to send your press release to journalists or other media outlets, consider the outlets you’re targeting and tailor your release accordingly. Legal trade publications might appreciate more technical details, while local newspapers might focus on the community impact. Speak directly to your audience’s interests and needs.

8. Strategic Timing:

Timing is everything. Coordinate your release with other marketing efforts or significant events within your firm. Also, keep an eye on industry trends; if your news aligns with a broader narrative, the chances of getting coverage increase.

9. Make Contact Information Easily Accessible:

Ensure your contact information is prominently displayed. Provide multiple points of contact, including phone numbers, email addresses, and relevant social media handles.

10. Follow Up with Respect:

If you send out your press release, follow up with key journalists to offer additional information or arrange interviews. Be courteous, concise, and aware of their time constraints. Persistence is admirable, but avoid crossing into the realm of excessive follow-ups.

At the very least, you should post your press releases to your firm’s website and subsequently share them on social media and your email newsletter. But one thing is for certain—don’t be too humble. It’s okay to brag about your accomplishments!

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!

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