Press releases serve several functions, including but not limited to, helping with search engine optimization (SEO) for your law firm’s Web site, providing newsworthy information to reporters and keeping client prospects updated.

When you are writing a press release for your law firm, consider the following:
·    Be clear on who you are writing the release for and why. Write for the reporter audience you are targeting and use the pyramid style of writing, which leads with the most important information and leaves the less-vital information for the end.
·    Make sure you answer the 5 W questions (who, what, where, when, why and how) in the first paragraph. Reporters can sift through as many as 100 press releases every day, so you must get to the point quickly in the release. Reporters won’t dig for this key information so make sure it’s front and center in your news release.
·    Make sure the content is newsworthy, especially if the release is part of your media relations campaign. Editors usually seek certain types of news when they review press releases, and they are:
o    Current and timely  – News that’s in context with other current news and trends
o    Localized – News that’s relevant to the locale of the audience that reads that publication
o    Impactful – News that has an impact on a majority of readers
o    Human Interest-related – News that affects readers on a personal level
o    Conflict-related – News that deals with current strikes, wars, etc.
o    Prominent People-related – News that ties in celebrities, politicians and other prominent names
If your news doesn’t easily fit it in with any of these types, try to find an angle for the story that does. If you do enough research on your news item’s topic, you can find some tie into a larger interest.
·    Only deal with the facts. Anything you write in a press release is free reign for the media to publish, so it must be factual. Since reporters use press releases to help them fill out stories, they do not appreciate space-filling “fluff.” Save “fluff” statements—otherwise known as opinions, not facts—for quotes within the release, and keep them to a minimum. Press releases need not be long; it is more a case of quality over quantity. Good releases may be as short as one page or 300 to 450 words.
·    Finally, provide as much contact information as possible. This should include contact name, telephone and mobile numbers, email address and Web site address. Have this information on the top and bottom of the release.
Following these guidelines will make reporters’ lives easier, and to get regular coverage and to build strong relationships with the press, this should be your key objective.

About SCG Legal PR Network
SCG Legal PR Network is a global network that connects lawyers as expert sources with reporters and features a 24/7-accessible database of legal experts from a variety of areas. Its team is comprised of former award-winning journalists whose experience spans over three continents and 30-plus years of experience in the field of journalism and public relations. The network was started by a former journalist, Paramjit Mahli, who has worked within news outlets like the Canadian Broadcasting Corporation (CBC), Financial Post, CNN, CNNfn and The Journal of Commerce. For more information about the SCG Legal PR Network, please call 212-661-9137 or visit SCG Legal PR Network’s Web site at http://www.scglegalprnetwork.com.