Law Firm Press Release 101

Date: April 23, 2024

Although the media industry surrounding law firm public relations (PR) has undergone significant changes, one trend that has remained constant is the effectiveness of a law firm’s press release and its ability to create awareness for your firm. By collaborating with the media, you can reach a broader audience of potential clients. This can help increase your firm’s revenue and reputation, especially for new law firms or practice areas.

Success in law firm PR often begins with knowing how to write a press release. As much as you may be excited to share your law firm’s story, reporters and journalists need to feel that same level of enthusiasm. It would be best if you gave them a captivating reason to care by offering something newsworthy. Additionally, it is important to keep in mind that journalists and editors work under tight deadlines. So a clear understanding of your story and a brief pitch presentation to the media is crucial. It demonstrates that you respect their time, and increases the likelihood of your press release being read and shared with their audiences.

What is a Press Release?

A press release is a timely news article that a law firm writes and distributes to specific media publications. Its purpose is to present all relevant information about a story in one or two pages to attract media attention. Press releases are typically written to bring attention to a new practice area, provide information on the firm’s expansion in a new location, inform the public of a change in leadership, or announce any company changes.

Benefits of Law Firm Press Releases

Aside from helping your law firm generate media coverage, press releases offer several benefits.

  • Brand exposure: By sharing these announcements with the public, you can increase brand awareness and attract potential customers who may be interested in your services. 
  • Thought Leadership: Press releases can help establish your law firm as a thought leader in the industry by highlighting your expertise and unique approach to legal matters.
  • Search engine optimization benefits: Distributing press releases to online publications can enhance your search engine rankings. You can greatly increase your website’s visibility in search results by including keywords and backlinks that are relevant to your law firm’s website in your press release. The more people that see your firm’s website, the greater the chance that they will become potential clients. This is why it is crucial to provide relevant information in your press releases that will capture the attention of your target audience and encourage them to visit your firm’s website.
  • Investor and stakeholder communication: Press releases are an effective way to keep investors, shareholders, and stakeholders informed about significant company announcements, changes in leadership, and strategic endeavors.
  • Crisis management: If your law firm faces a challenging situation, a well-written press release can help manage public perception, provide accurate information, and shape the narrative.

Types of Press Releases for Law Firms

Although there is no specific formula for what a press release should include, several types exist that can help you focus.

New Practice Areas

When embarking on a new practice area, a press release is valuable in getting the word out about the latest news your law firm is offering to potential and current clients. The press release should emphasize the attorneys specializing in the practice area, their expertise and knowledge, and any quotes from senior members of your team.

Mergers and Acquisitions

Organizational changes are significant events that often require a press release. This is especially valuable if the change affects the growth and direction of the law firm and impacts its stakeholders. For example, if you are announcing a merger or acquisition, it is essential to provide details about all the organizations involved and the nature of the change. Additionally, quotes from the leadership teams provide insight into the reasons behind the change and what it means for the firm’s future, and give senior team members an opportunity to reinforce the benefits of the development for all involved.

Expanding Locations

Imagine your law firm is opening a new office, relocating, expanding to a different city, or opening for the first time. To create a buzz around the new location, you will want to create a press release to announce the details. The press release should contain information about the date and location of the new location, the people involved, and the reason for the move, if applicable. This will help you to spread the word and gain local media attention for your law firm.


Announcing a law firm’s rebranding can be discouraging, but it becomes necessary when business partners change. However, it can sometimes lead to confusion and awkwardness. One way to ensure a smooth transition is by announcing the rebrand through a press release that includes details on the changes, the reason behind them, the dates when the changes will take effect, and quotes from the leadership team.

How to Write a Press Release for a Law Firm

When crafting a press release, it is important to write it clearly and concisely so that journalists can easily imagine it as an article on their news site. Below are a few core elements your law firm will want to include in a press release to stand out.

  • Write an attention-grabbing headline. Your headline is your best opportunity to capture a journalist’s attention. Keep it short, and make sure it relates to your press release’s main topic.
  • Get straight to the point. Your opening paragraph should answer the five Ws: who, what, where, when, and why. Use the rest of the body for additional details, like quotes from the leadership team.
  • Remove the jargon. Lawyers should use language that a general audience can easily understand, even when dealing with highly specialized and complex subject matter. This will ensure the press release reaches as broad an audience as possible.
  • Show your personality with quotes. Adding quotes to a press release can humanize it and make it more engaging for journalists and their audience. By focusing on feelings and opinions, quotes can create a connection with the reader.
  • Location and date. Including the location, usually the city, at the start of a release answers where the news takes place, while dates indicate that what you are sharing is, in fact, new and current.
  • Include a boilerplate. It is crucial to have a boilerplate, which is something that provides essential information about your law firm, such as a brief background, contact information, and a link to your firm’s website. A boilerplate will be helpful for journalists who may need to follow up with your firm and will also give the public a better understanding of your firm’s expertise and experience.

Get Your Law Firm’s Story Told

Press releases can improve your law firm’s reputation and credibility by increasing media coverage. This powerful marketing tool can set your law firm apart from the competition and help you reach a wider audience. Utilizing press releases can positively impact your law firm’s exposure and success.

Following the tips above will ensure that you are putting forward a good impression of your firm while meeting the expectations of busy media professionals. If you are looking to hire a digital PR team to help gain media attention, contact us at 9Sail. Our team of digital PR experts can help you draft a newsworthy press release for your law firm today!