Oftentimes referred to as free publicity, the opportunity to have your law firm featured in a news report can be highly beneficial to your practice. This is the case whether you obtain placement of a story relating to your legal practice in traditional media, new media, or both arenas.
Drafting a suitable press release does not need not be a complicated affair. Nonetheless, there are some essential steps that must be taken in order to properly craft a press release that will garner the attention of media representatives. Hiring an experienced public relations firm to write your press releases may help you promote your law firm’s image.
Concise Statement of Relevant Information is Crucial
Typical press releases can be contained to 300 words or less. The objective must be to distill necessary information into the most concise, easily understandable form possible. The most essential information should appear in the first paragraph. A few subsequent paragraphs can follow, of two to three sentences each, expanding on the key elements contained in the introductory paragraph.
The law firms that are considered the best in the United States are naturally those with solid professional reputations. However, they are also the same firms that have mastered media relations when it comes to publicizing their endeavors, including properly using a press release.
The Selection of a Media Contact is Vital
At the top of any legal press release, the name and complete contact information for the designated media contact must be set forth. Time and again, so-called press release experts tuck this information into the press release itself, or insert it at the bottom. Never place the media contact information anywhere but at the top of a press release, ideally in the upper right hand corner.
The media contact must be a person who understands the contents of the press release. Legal press releases often include information of a more technical nature. Therefore, whoever is assigned as the media contact needs to be adept at responding to media inquiries, but also must have suitable working knowledge of any legal issue that is included in a press release.
Provide All Information Necessary to Write a Story
A press release is not an enticement. It must contain all the information a media representative or journalist needs to write a story based on the release. In public relations, time is often of the essence. By providing abundant information at the outset, you may help the media to produce a story spreading your information and message in a timely fashion.
Do Not Abandon the Fundamentals
One of the biggest mistakes made in this day and age is the abandonment of the fundamentals by those who may be unfamiliar with the preparation and presentation of press releases. Providing crucial information in an easily digestible manner is the goal of a good press release. With the assistance of a public relations agency for lawyers, your press releases can be professional, accurate, and effective.