While much has changed in the media industry in recent decades, a lot has stayed the same. If you’re looking to work with the media to increase public recognition of your law firm, and you don’t want to hire an expensive public relations (PR) consultant, you’ll need to know a bit about how to conduct your own PR. Knowing how to write a solid law firm press release can help.

One of the advantages of working with the media is that it doesn’t cost money and it can help expose you and your services to a large audience. In turn, this can help inform potential clients about your legal practice, while also building your reputation and authority.

But while you may be excited about the stories you have to share, you’ll need to find a way to bring that enthusiasm to reporters. It’s also worth noting that journalists and editors work to very tight deadlines. When reaching out to the media, you want to have a very clear sense of the story you’re presenting, while being very brief in your pitch, to be respectful of their time.

Writing a press release is often the most effective way to reach news organizations, but we’ll also look at a few other essential tools below.

Why press releases work

A press release is the most common and efficient way to pitch news organizations. It communicates everything you want to say, while giving reporters what they need to follow up for more information.

The act of writing a press release has a couple of advantages.

For one, it gives you the opportunity to frame your story the way you want to see it written and published, complete with quotations and images.

Writing a good press release requires that you focus on the most important information you want out there, and on why reporters should share your story with their audience. For example, if your law firm is contributing to a charity, what makes the story special? Do you have a special connection with the organization? If you’re hosting an event to raise money for the charity, where and when is it happening?