May 24, 2024

Press Release Step-by-Step Guide

Law firms are prime candidates for publicity work. Whether it be the need for crisis management on high-profile cases, marketing their office’s services, or promoting legislative briefs and actions, working with a New York PR agency can be extremely beneficial. Publicity empowers law firms to highlight their expertise, control the narrative, strategically navigate public backlash, attract new clientele, and maintain a competitive edge in the market.

Press releases are a form of public relations specifically crafted to disseminate news or information to media outlets in hopes of reaching the broader public. Through written communication, press releases are designed to attract the attention of journalists, bloggers, and other influencers in hopes of shaping public perception and generating buzz around particular topics or events.

New York PR firms handle hundreds of press releases a year, making it ideal to outsource experts to ensure the best results. However, to get you started, we have compiled a step-by-step guide to creating a compelling press release that grabs the attention of local journalists.

How To Write An Effective Press Release

Journalists sift through countless press releases every day, searching for stories that captivate and inform their target market. As you aim to grab their attention with your news, they, too, crave compelling content that will keep their readers engaged and entertained.

Here are steps you can take to write an effective press release that stands out and resonates with journalists.

Step 1: Format Properly

A press release is an official statement intended to persuade journalists that the story is worth reporting. Therefore, it should be written and formatted professionally and succinctly. You want journalists to be able to recognize it easily, indicating its time sensitivity and the need for immediate release.

Type up the press release on the company letterhead with a captivating headline and an easy-to-read format. Include your company name and logo in the top left corner, along with “FOR IMMEDIATE RELEASE,” the date, and contact information.

Step 2: Prioritize the Opening Paragraph

The opening paragraph, also known as the lead graph, is the most critical part of a press release. It briefly conveys the important facts and essential information to the journalist.

Include key facts, such as who the story is about, what the story entails, where and when it will occur, and why it’s significant. Grab the journalist’s attention from the outset, compelling them to continue reading and consider your release for publication.

Step 3: Provide Supporting Details

After capturing the journalist’s attention with the lead, expand on the story with additional information and relevant details. Provide context, background information, quotes from key stakeholders, and supporting evidence that adds credibility and provides a unique perspective.

Be concise yet thorough, maintaining the reader’s interest while clearly conveying the importance of the news being presented.

Step 4: Conclude With a Call To Action

The concluding section of your press release should include a clear and compelling call to action. This encourages journalists to take the next step, whether it’s scheduling an interview, gathering additional resources, or attending an event.

Your call to action should be specific, letting the journalist know exactly what to do next, why it’s important, and how it will benefit them. Examples of calls to action include providing a link to your website or specific contact information, such as an email address or phone number.

Step 6: Proofread, proofread, proofread!

To make sure your press release is accurate and professionally written, print it out and read it multiple times. Share it with one or two other people at the firm to ensure all of the facts, dates, and details are correct.

Look for any grammatical errors, typos, or inconsistencies in the content, and pay attention to the formatting and overall presentation to ensure it meets industry standards. Thorough proofreading will maintain the credibility and effectiveness of your press release.

Contact Horowitz Agency For Press Release Assistance

Horowitz Agency is one of the top marketing and public relations agencies in New York, Los Angeles, and Vancouver, Canada. Our talented and seasoned team produces and delivers high-level strategies and campaigns based on your firm’s specific needs. Reach out to us if you’re looking for a seamless PR and marketing plan, including professional and effective press releases, for your law firm.