Headlines are most widely syndicated

Posted on: Oct 22, 2013

Headline Big AnnouncementPress release distribution depends on various third-party networks to drive readers to your news. However, the types of distribution vary from publisher to publisher. For example, some publishers pick up your full news releases, while others pick up headlines. Some may even distribute your news direct to their subscribers through email or print distribution.

What we have found when reviewing statistics on Law Firm Newswire is that headlines get the most attention. A press release may get syndicated 500-1,000 times. But a headline can often get picked up by over 5,000 publishers, depending on the topic. While classified as “headline publishers,” they (more…)

Posted in News Publishing, Press Release Writing

Images vs. Logos in Press Releases

Posted on: Oct 14, 2013

IMAG0341Recently, we reviewed the performance of press releases on Law Firm Newswire to see whether images or logos yielded more readers. As it turns out, generic pictures of your city or landmarks actually brings in more readers than your logo.

Perhaps skylines and stock imagery makes the reader feel like the piece is an authentic news item rather than a press release. The logo makes it clear that the news item is generated by the business.

When doing a side-by-side comparison of stock images, logos, and pictures of attorneys, we found that attorney pictures and stock imagery perform the same. But logos (more…)

Posted in Legal Marketing

Deliver with your headlines

Posted on: Sep 24, 2013

NEWS 3dThere is a trend with advertorials and online news publications to use outrageous headlines to get the clicks. While these headlines certainly attract visitors, are the readers having a positive experience or are these articles simply train wrecks which attract a large audience only by their horribleness?

You see them everywhere, at the bottom of news sites, advertised on the side of articles, headlines claiming “Hand Sanitizer Can Kill You” or “Weird Trick to Save Your Money on Insurance” or “Major White House Conspiracy to Crash the Markets.” They are like tabloid headlines at the grocery store — while no educated (more…)

Posted in Press Release Writing

Shorten Keyphrases in Press Release Titles

Posted on: Sep 16, 2013

LFN_impact_press_release_lawyersAs news aggregators get smarter, press release titles can revert back to a more traditional format. In the recent past, a family law attorney in Boston, MA, may have used “Boston divorce lawyer” in the title of a news release, but new changes in Google are making this practice obsolete.

As Google looks at the number of times your company name is mentioned on other sites (citations) and discourages hyper-linking keyphrases within news releases, your company name is now more important than keyword usage. Also, the contact information and dateline will position the release for your city and state without placing it (more…)

Posted in Legal Marketing

The Press is Watching

Posted on: Sep 10, 2013

Press watching lawyersOnline news releases need to be written with your target audience in mind — the end user, the person most likely to become a client. But, as editors and journalist see fewer traditional press releases land on their desk, they are looking to new aggregates to find stories.

That means not only are online press releases attracting clients, they are also attracting the press.

Therefore, you should include press contact information on every press release. A clear phone number and contact name will help journalist locate the exact person at your firm if they are working on a story that you can contribute (more…)

Posted in Legal Marketing, News Publishing, Press Release Writing

Link to Your Press Release

Posted on: Aug 27, 2013

SyndicationYour law firm’s press release should never go on your website before getting distributed through a legal news distribution service. If Google News sees your press release on your website first, they will not pick it up when Law Firm Newswire or any other news publisher distributes your release.

This leads to a second issue, which is publishing your press release on your website. If you publish a press release on your website after it is distributed, you are essentially posting duplicate content. Sure, it’s your content, but Google saw it on your distributors page first.

To get full syndication and to avoid (more…)

Posted in News Publishing, Press Release Writing

Google Alerts will Help You Discover Interesting News Topics

Posted on: Aug 12, 2013

Thinker Thought Cloud Information Words News MessageWhen writing press releases, focus on timely topics that are interesting. Traditional press releases are neither interesting nor exciting for your target audience and really are not fit for internet distribution. An online news release is going directly to your target audience to be accepted like a news story. Therefore, you should write a news article that speaks directly to your target audience.

So, what is interesting? That depends on the day. Subscribe to Google Alerts for keywords that relate to your practice area. Google will email a list of new websites, blogs, and news stories that relate to your practice area. (more…)

Posted in News Publishing, Press Release Writing

Citations not links should be the focus of news releases

Posted on: Aug 6, 2013

Social share press releasesGoogle has updated their link policy to indicate that press releases should no longer use optimized links. An optimized link, by their definition, is a keyphrase that is anything but the actual URL of your website.

While keyword-rich links are no longer advised, press releases still have a lot to offer by yielding citations. A citation is when Google sees your business name, as registered with Google+ Local, on other pages.

Mentioning your law firm’s name in a press release that gets heavily syndicated will now yield more of a result than hyperlinking your most prized keyword. Ultimately, this frees you from (more…)

Posted in Legal Marketing

Format Phone Numbers in Press Releases for Mobile Readers

Posted on: Jul 29, 2013

Mobile RSSWhen your law firm publishes a press release, linking to your website is usually a high priority. But many law firms forget to add an important item — their phone number.

The phone number is very important because many news release readers are going to be using their mobile devices to read your story. Most popular devices allow users to tap on a phone number to instigate a call. If the number isn’t in the release or if it isn’t formatted correctly, you could miss out on calls.

To format a phone number to make it mobile-friendly, make sure it looks like one (more…)

Posted in Legal Marketing

Attaching Attachments to Your News

Posted on: Jul 22, 2013

paper clip collage on whiteThe great benefit of online press releases is that they are more than a story, they can be interactive. When submitting a news release, submit attachments, images and associated media which allows your readers to learn more.

For example, a press release related to your law firm could be distributed with a brochure. To get even more attention, you could attach a free ebook to your press release.

Press releases with images, videos, and PDF attachments often enjoy more exposure and get syndicated by more websites than text-only press releases.

Plus, PDF attachments are now supported on Law Firm Newswire’s entry-level “Optimized” press (more…)

Posted in Legal Marketing, News Publishing, Press Release Writing