Despite the changing nature of journalism precipitated by social media, press releases still play an important role in any law firm’s PR operations.
A well drafted and targeted press release can be a simple and very effective way to get the right information in front of the right audience. Conversely, a poor press release will fail to make an impact and just be wasted effort.
Here are my top ten tips for law firms to get their press releases right:
- Don’t issue a press release just for the sake of it. Consider carefully if what you want to say justifies putting out a press release? You need to have some news to announce, be that a new joiner, partner promotions, a client win or litigation success etc. Don’t re-hash old news or information already in the public domain. Even worse, don’t issue anything which is “salesy.” Not only will this be ignored by the media but it could also jeopardise your credibility when you do have something interesting to say because journalists could just start ignoring your emails.
- Get the title right. This is the first thing people will read so make sure it grabs their interest, so they want to keep reading. However, you should avoid hyperbole or being too sensational! Try to convey in a direct way what the press release is about in the title.
- The main text of the press release should cover the who, what, when, where, why and how of the news you are sharing. Start with a summary of this information if necessary.
- Don’t forget to include contact details at the end of the document of someone at the firm (who has been briefed) who can respond knowledgeably to any media enquiries on the topic.
- It may sound obvious but make sure you can back up what you are saying. For example, don’t say that a practice area is innovative or that a deal is ground-breaking unless you can say why!Check all information disclosed is accurate and not misleading – you want to build trust with your audience. To help do this you could include quotes from experts, statistics or other data from third party sources which supports what you are saying. ONS statistics can often be the basis of a good press release or even better, include you own.
- Include links to any helpful, additional material such as relevant websites, biographies, social media pages, further reading or even videos if they add value and/or context.
- Try to include a human angle to the news you are announcing to make it more relatable. Use real-life examples and anecdotes to bring the news to life and focus on the positive benefits or consequences of the news. For example, a press release about a pro bono initiative could highlight a particular case or client that has been helped. If this isn’t possible, just a quote from a named lawyer can personalise the story.
- Apply the “so what test”. How is the news you are announcing going to change or impact people or places? Use this as an opportunity to showcase expertise by adding some analysis to explain how clients, the business community, legal market or wider economy may be affected.
- Respect your readers’ time and don’t make the press release too long. It’s not always easy to do but make sure you convey the crucial information as concisely as possible.
- Triple check for typos before pressing send!
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Need some help with PR? Feel free to drop me an email to arrange a 30 minute complimentary call or take a look at some of the packages I offer law firms, accountancy practices and other b2b businesses.