Law Firm Press Releases

The Importance of Law Firm Press Releases: A Strategic Communication Tool

In the fast-paced and competitive world of legal services, effective communication is crucial for maintaining a strong presence and reputation. This applies whether you’re a “Big Law” firm, or an attorney just hanging out your shingle for the first time.

One of the most powerful tools at a law firm’s disposal is the press release. These succinct and impactful announcements serve multiple purposes, from highlighting significant case victories and new hires to announcing mergers and community involvement. By crafting well-structured and timely press releases, law firms can enhance their visibility, build credibility, and foster relationships with clients, media, and the broader public.

This article discusses the strategic importance of press releases for law firms, gives you eight press release templates, ten examples, and tips for maximizing their impact.

Table of Contents
How to Write a Press Release for a Law Firm: Key Elements to Include
The Strategic Importance of Press Releases for a Law Practice
Topics you Could Write a Press Release About
Law Firm Press Release Templates
Law Firm Press Release Examples
Secrets to Success for a Law Firm Press Release
Distributing Your Press Release
Press Releases for Law Firms
Press Release Examples Across Several Industries

How to Write a Press Release for a Law Firm: Key Elements to Include

Crafting a compelling press release for a law firm requires attention to detail and a strategic approach and, it’s s different type of writing than any other you will normally do. Here are the key elements that should be included to ensure your press release is effective and engaging:

1. Headline:

   • The headline is the first thing readers see, so it needs to be attention-grabbing and informative. It should concisely convey the main news or announcement. For example, “Smith & Associates Secures Landmark Victory in Environmental Law Case.”

2. Dateline:

   • The dateline includes the release date and location, providing context for when and where the news is happening. It is typically placed at the beginning of the first paragraph. For example, “NEW YORK, May 21, 2024 – Smith & Associates is pleased to announce…”

3. Introduction (Lead Paragraph):

   • The introduction should answer the who, what, when, where, and why of the news. This paragraph should be concise and compelling, summarizing the main points of the press release.

4. Body:

   • The body of the press release expands on the introduction, providing additional details and context. It should include:

     • Background Information:

       Provide context about the firm and its significance in the field.

   • Quotes:

     Include quotes from key individuals such as partners, clients, or industry experts to add authority and a personal touch. For example, “John Doe, lead attorney on the case, stated, ‘This victory underscores our commitment to environmental justice and our clients.'”

   • Details:

     Explain the specifics of the announcement, such as the implications of a court ruling, the expertise of a new hire, or the benefits of a new service offering.

5. Boilerplate:

   • The boilerplate is a standard paragraph at the end of the press release that provides a brief overview of the law firm. It should include the firm’s history, areas of practice, key achievements, and contact information. For example, “Founded in 1995, Smith & Associates is a leading law firm specializing in environmental law, corporate litigation, and intellectual property. For more information, visit www.smithassociates.com.”

6. Contact Information:

   • Ensure that media and interested parties can easily reach you for further information. Include the name, phone number, and email address of a contact person. For example, “For media inquiries, contact Jane Doe at (123) 456-7890 or [email protected].”

7. Call to Action:

   • End with a call to action if appropriate. This could be an invitation to a press conference, a link to a full report or court documents, or information on how to schedule an interview with key personnel.

8. Formatting:

   • Ensure the press release is well-formatted, with clear headings and subheadings, short paragraphs, and bullet points if needed. This makes the document easy to read and navigate.

By incorporating these key elements, your press release will not only inform but also engage and persuade your audience, enhancing your law firm’s visibility and reputation.

The Strategic Importance of Press Releases for a Law Practice

Press releases play a strategic role in spreading the word about your practice, by serving as a key communication tool that can significantly enhance a firm’s visibility, credibility, and reputation. Here’s why press releases are strategically important for law practices:

1. Building Credibility and Authority:
   • Press releases allow law firms to highlight their expertise and successes, such as notable case victories, prestigious awards, or the publication of influential legal guides. By consistently sharing these achievements, a firm can establish itself as a leader in its field, thereby building credibility and authority among clients, peers, and the media.
2. Enhancing Visibility and Reach:
   • A well-crafted press release can capture the attention of various media outlets, leading to broader coverage and increased visibility. This not only helps in reaching a wider audience but also in attracting potential clients who may be seeking legal services in the firm’s areas of expertise. Enhanced visibility also contributes to a stronger brand presence in the market.
3. Communicating Key Updates and Changes:
   • Press releases are an effective way to communicate important updates and changes within the firm, such as new partner announcements, office openings, or mergers and acquisitions. These announcements keep clients, stakeholders, and the public informed about the firm’s growth and strategic developments, reinforcing the firm’s dynamic and progressive image.
4. Crisis Management and Reputation Control:
   • In times of crisis or controversy, a timely and carefully written press release can help manage the situation by providing the firm’s perspective and demonstrating transparency. This proactive approach can mitigate negative publicity and control the narrative, thereby protecting the firm’s reputation.
5. Strengthening Client Relationships:
   • Sharing news about community involvement, pro bono work, or partnerships with non-profit organizations through press releases demonstrates the firm’s commitment to social responsibility. This not only enhances the firm’s public image but also strengthens relationships with clients who value corporate social responsibility and ethical practices.
6. Supporting Marketing and Business Development Efforts:
   • Press releases can be integrated into a broader marketing and business development strategy. They can be used to promote seminars, workshops, or webinars hosted by the firm, thereby driving engagement and fostering connections with potential clients and referral sources. Additionally, these announcements can be repurposed for newsletters, social media, and the firm’s website, providing a consistent stream of content for various marketing channels.
7. SEO and Online Presence:
   • Distributing press releases online contributes to search engine optimization (SEO) efforts by generating additional content to be included in the search engine listings. This improved online presence helps potential clients find the firm more easily when searching for legal services or information related to specific legal topics.

Topics you Could Write a Press Release About

If you’re like most people, you know that writing press releases for your firm is important, but you can’t think of anything to write about. Here are 50 topics your law firm could write a press release about, each of which can help you generate publicity, attract clients, and position yourself in the marketplace:

1. Case Victory: Announce a significant legal victory in a high-profile case.
2. New Partner Announcement: Introduce a new partner joining the firm and their background.
3. Office Opening: Announce the opening of a new office location to expand the firm’s reach.
4. Community Outreach Program: Launch a new community initiative aimed at supporting local causes.
5. Merger or Acquisition: Announce the merger with or acquisition of another law firm.
6. Award Recognition: Highlight the firm or an individual lawyer receiving a prestigious industry award or ranking.
7. Pro Bono Work: Showcase the firm’s commitment to pro bono work and recent accomplishments.
8. Client Win in Major Case: Detail a significant win for a high-profile client.
9. New Practice Area: Introduce a new area of practice or legal service offered by the firm.
10. Publication of Legal Guide: Announce the release of a comprehensive legal guide authored by firm attorneys.
11. Legal Seminar or Workshop: Promote an upcoming seminar or workshop hosted by the firm.
12. Partnership with Non-Profit: Announce a partnership with a non-profit organization to provide legal support.
13. Scholarship Program: Launch a scholarship program to support law or other types of students.
14. Staff Promotion: Announce promotions of staff members within the firm.
15. Court Ruling Commentary: Provide expert commentary on a recent significant court ruling.
16. Corporate Social Responsibility: Detail the firm’s CSR initiatives and achievements.
17. New Client Acquisition: Announce a major new client that the firm will represent.
18. Technology Adoption: Introduce new technology or software the firm is using to enhance services.
19. Diversity and Inclusion Initiatives: Highlight new diversity and inclusion programs within the firm.
20. Annual Report Release: Share key insights and achievements from the firm’s annual report.
21. Internship Program: Launch or expand the firm’s legal internship program.
22. Charity Event Participation: Announce the firm’s involvement in or sponsorship of a charity event.
23. Significant Settlement: Detail a significant settlement achieved for a client.
24. Expert Testimony: Highlight an attorney’s role as an expert witness in a high-profile case.
25. Regulatory Update: Provide insights on new regulations and their implications for clients.
26. Firm Rebranding: Announce a rebranding initiative, including a new logo and website.
27. Client Testimonial: Share a positive testimonial from a satisfied client.
28. Holiday Initiative: Promote the firm’s holiday charity initiatives or community support.
29. Environmental Commitment: Announce the firm’s environmental sustainability efforts.
30. Industry Conference Participation: Highlight the firm’s participation in a major legal industry conference.
31. Litigation Funding Announcement: Announce securing funding for a major litigation case.
32. Law Firm Ranking: Share the firm’s ranking in a notable legal industry report.
33. New Legal Resource: Announce the release of a new legal resource or tool developed by the firm.
34. Public Policy Advocacy: Highlight the firm’s efforts in advocating for public policy changes.
35. Employee Wellness Program: Introduce a new wellness program for employees.
36. Cross-Border Collaboration: Announce a collaboration with an international law firm.
37. Client Alert: Issue a client alert about a critical legal development.
38. Virtual Event Hosting: Promote an upcoming virtual event or webinar hosted by the firm.
39. Pro Bono Clinic: Announce the opening of a new pro bono legal clinic.
40. Legal Commentary: Provide expert legal commentary on a trending news topic.
41. New Website Launch: Announce the launch of the firm’s new and improved website.
42. Industry Whitepaper: Release a whitepaper on emerging legal trends.
43. Firm Anniversary: Celebrate the firm’s milestone anniversary with a special announcement.
44. Employee Achievement: Recognize an employee’s notable achievement or award.
45. Client Success Story: Share a detailed story of a client’s success facilitated by the firm’s legal services.
46. Litigation Success Strategy: Discuss a successful litigation strategy used by the firm.
47. Legal Internship Program: Highlight successes and updates from the firm’s internship program.
48. Professional Accreditation: Announce a lawyer receiving new professional accreditation or certification.
49. Legal Podcast Launch: Introduce a new podcast series featuring firm attorneys discussing legal topics.
50. Educational Partnership: Announce a partnership with a law school to provide educational resources or training.

Law Firm Press Release Templates

We know that it’s always easier to write when you have a template, so here are 8 to make life easier for you.

Template 1: New Case Victory

Template 2: New Partner Announcement

Template 3: Community Involvement Initiative

Template 4: New Office Opening

Template 5: Significant Legal Publication

Template 6: Pro Bono Work Recognition

Template 7: Merger or Acquisition

Template 8: Industry Recognition or Awards

Law Firm Press Release Examples

Example #1: Announcement of jury award

Example #2: Law firm achieves ranking

Example #3: Class action suit announcement

Example #4: New partner announcement

Example #5: Firm encourages plaintiff to secure counsel

https://www.prnewswire.com/news-releases/rosen-a-top-ranked-law-firm-encourages-att-inc-investors-to-secure-counsel-before-important-september-26-deadline-in-securities-class-action-commenced-by-the-firm–t-301929372.html

Example #6: Announcement of record verdict

https://www.prnewswire.com/news-releases/leading-law-firms-partner-to-achieve-a-landmark-victory-securing-one-of-the-largest-personal-injury-verdicts-in-new-mexico-history-with-485-million-301875090.html

Example #7: Law firm announces new shareholders

https://www.prnewswire.com/news-releases/complex-litigation-law-firm-berger-montague-ends-year-of-monumental-growth-with-the-appointment-of-two-new-shareholders-alexandra-k-piazza-and-yechiel-michael-twersky-302020114.html

Example #8: Seeking clients for a case

https://www.prnewswire.com/news-releases/veteran-owned-law-firm-representing-marines-families-in-camp-lejeune-claims-301648906.html

Example #9: Legal firm merger announcement

https://www.prnewswire.com/news-releases/allen–overy-and-shearman–sterling-to-create-the-first-fully-integrated-global-elite-law-firm-301830287.html

Example #10: Law firm named official partner

https://www.prnewswire.com/news-releases/keches-law-group-named-official-law-firm-of-the-new-england-patriots-301921086.html

Secrets to Success for a Law Firm Press Release

Creating an effective press release requires more than just including the right elements. Here are some insider secrets to ensure your law firm’s press releases stand out and achieve maximum impact:

1. Craft a Compelling Headline:

   • The headline is your first chance to grab attention. Make it compelling, concise, and informative. Use strong action words and highlight the most newsworthy aspect of your announcement. A great headline can make the difference between your release being read or ignored.

2. Hook Readers with a Strong Lead:

   • The lead paragraph should immediately capture the reader’s interest by succinctly summarizing the key points of the announcement. Use the inverted pyramid structure, presenting the most important information first. Ensure it answers the essential questions: who, what, when, where, and why.

3. Use Quotations Strategically:

   • Include meaningful quotes from key individuals to add a personal touch and authoritative voice to your press release. Quotes should provide insight, express emotions, or give perspective rather than just repeating information already presented.

4. Focus on Newsworthiness:

   • Ensure your press release contains genuinely newsworthy information. Consider what makes your announcement relevant and interesting to the media and your audience. Whether it’s a major case victory, a significant new hire, or a community initiative, make sure it stands out as timely and relevant.

5. Tailor Your Message:

   • Customize your press release for different audiences and media outlets. Highlight aspects that would be of particular interest to specific journalists, industry publications, or local news outlets. Personalized pitches can significantly increase the chances of coverage.

6. Maintain a Professional Tone:

   • While it’s important to make your press release engaging, it should also maintain a professional and formal tone appropriate for legal communications. Avoid jargon, but ensure clarity and precision in your language.

7. Provide Clear and Concise Information:

   • Keep your press release clear, concise, and to the point. Avoid lengthy paragraphs and unnecessary details. Use bullet points to highlight key facts or achievements for easy readability.

8. Include Visuals When Possible:

   • Incorporate relevant visuals, such as photographs of new partners, images from community events, or infographics related to a legal case. Visuals can make your press release more engaging and increase the likelihood of it being picked up by media outlets.

9. Optimize for SEO:

   • Include relevant keywords naturally within your press release to enhance search engine optimization. This helps your press release rank higher in search results and increases its online visibility. Be mindful of using keywords related to your practice areas and geographic location.

10. Follow Up with Media Contacts:

    • After distributing your press release, follow up with key media contacts. A personal follow-up can make a significant difference in ensuring your release is noticed. Be courteous and offer additional information or interviews if needed.

11. Leverage Multiple Channels:

    • Don’t rely solely on traditional press release distribution services. Share your press release across multiple channels, including your firm’s website, social media platforms, email newsletters, and professional networks like LinkedIn.

12. Track and Measure Impact:

    • Monitor the performance of your press release by tracking media coverage, website traffic, and social media engagement. Analyzing these metrics can provide valuable insights into what works and what doesn’t, helping you refine future press releases.

By applying these secrets, your law firm can maximize the effectiveness of its press releases, ensuring they capture attention, convey important information, and reinforce your firm’s reputation and credibility in the legal market.

Distributing Your Press Release Using a Service Like eReleases.com

Once you have crafted a compelling and newsworthy press release, the next critical step is effective distribution. Using a professional press release distribution service like eReleases.com can significantly enhance the reach and impact of your announcement.

Here are key reasons why you would want to leverage such a service:

1. Broad and Targeted Reach:

   • eReleases.com provides access to an extensive network of media contacts, including major news outlets, industry-specific publications, and influential blogs. This broad reach ensures that your press release is seen by a diverse and relevant audience. Additionally, their targeted distribution options allow you to hone in on specific media segments that are most pertinent to your law firm’s practice areas, ensuring that your announcement reaches the right people.

2. Professional Credibility:

   • Utilizing a reputable distribution service like eReleases.com adds a layer of professionalism and credibility to your press release. Media outlets and journalists recognize and trust the quality and authenticity of releases distributed through established services, increasing the likelihood of your news being picked up and published.

3. Enhanced SEO and Online Visibility:

   • eReleases.com optimizes your press release for search engines, incorporating relevant keywords and phrases that boost your announcement’s visibility online. This SEO enhancement ensures that your press release ranks higher in search results, making it easier for potential clients, stakeholders, and media to find your news. Additionally, they offer features that facilitate social media sharing, further expanding your online reach.

4. Time and Resource Efficiency:

   • Crafting a press release is just the beginning; distributing it effectively requires significant time and effort. eReleases.com handles the entire distribution process for you, from targeting the right media contacts to ensuring timely delivery. This allows your team to focus on other critical tasks, such as preparing for follow-up interviews and managing client relationships.

5. Comprehensive Reporting and Analytics:

   • After your press release is distributed, eReleases.com provides detailed reports that track its performance. These reports include metrics such as the number of media pickups, the audience reach, and engagement levels. Analyzing this data helps you understand the impact of your release, refine your PR strategies, and demonstrate the value of your communications efforts to stakeholders.

6. Increased Media Coverage Opportunities:

   • Distributing your press release through a service like eReleases.com increases the likelihood of media coverage. Journalists and editors receive numerous pitches daily; a press release from a trusted distribution service stands out, making it more likely that your story will be noticed and covered.

7. Expert Guidance and Support:

   • eReleases.com offers expert guidance on crafting and distributing your press release. Their team can provide insights on best practices, help you fine-tune your message, and ensure your release meets industry standards. This support is invaluable, especially if your firm is new to media relations or lacks in-house PR expertise.

8. Cost-Effective Solution:

   • While there is a cost associated with using a distribution service, the benefits often outweigh the expense. The increased visibility, media coverage, and professional polish provided by eReleases.com can lead to higher returns in terms of client acquisition, brand recognition, and overall firm reputation.

Distributing your press release through a service like eReleases.com amplifies your law firm’s news, ensuring it reaches a wider and more targeted audience with professionalism and efficiency. This strategic approach not only maximizes the impact of your announcements but also supports your broader marketing and public relations goals.

Press Releases for Law Firms

Press releases are a powerful communication tool for law firms like yours, helping to build credibility, enhance visibility, and support strategic business goals.

By understanding and utilizing the key elements of a successful press release, leveraging distribution services, and applying best practices, your law firm can effectively communicate your achievements and updates to a broad and targeted audience.

Want more example press releases? I’m happy to help…

Press Release Examples Across Several Industries

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Finally, here are some tips and training to help you write an amazing press release:

Additional Press Release Resources

• Directory of Examples & Templates

• What is a Press Release?

• Click for Press Release Template & Format (including a blank press release example)

• Click to Learn How to Format a Press Release (+ Free Template and 80+ Examples)

• Click to Learn How to Write a Press Release

• Click to Learn How to Submit a Press Release

• To Write a Press Release Yourself or Not?

• 80+ Example Press Releases

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