» lawyer press release

Continue the story on your website

Posted on: May 6, 2013

Get More A great way to get more out of your press release is to tease the reader with most of the story, but include extra information about the topic on your website. This turns the press release into a gateway to your law firms website, rather than just an advertisement.

For example, say that your law firm is hosting a seminar. Make some literature for the seminar publicly available on your website as a PDF. Rather than including the PDF with your press release, mention that the downloads are available on your website and link to the page where the items can (more…)

Posted in Legal Marketing, News Publishing, Press Release Writing and tagged , , , , , ,

Social Networks Deliver the News from News Organizations

Posted on: Apr 22, 2013

Breaking NewsWhile many people look to Twitter and Facebook feeds for fast updates on breaking stories, they ultimately get their news from news publications.

In a survey conducted in 2012, nearly 30 percent of respondents said they heard about breaking news from social sites like Twitter and Facebook. But those breaking stories didn’t come from their friends and colleagues; they came from news organizations pushing their stories to the social networks.

During the April 19th manhunt in Boston for Dzhokhar Tsarnaev, news reporters were monitoring Twitter to get updates from residents who were staying indoors. The nation was not necessarily getting the news directly (more…)

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Giving news titles the sound of news

Posted on: Apr 8, 2013

Newspaper console - Photo by Peterqherman - Creative CommonsEvery report shows that press releases written like a news story gain more traction, attract more readers, and yield better results than those written like a traditional press release. So how do you make a press release sound like news?

It all starts with a title that tells a story. If a personal injury lawyer is giving a lecture to high school students who are about to hit the road with new, inexperienced licenses, a traditional press release title might look like this:

Attorney John Smith to speak at Kennedy High School April 25th

A news story title would look like this:

Teen Drivers (more…)

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Headline vs Full Story Syndication

Posted on: Apr 1, 2013

When a press release is broadcasted to various websites and networks, it is syndicated in two ways.

Headlines – Headline syndication is the most popular, because it allows websites to display current news without using too many resources or needing to archive content on their website. Generally, a headline and story summary will be displayed for a period of time. Aggregates like Google News and Topix are both headline syndicators, as they only display a press release title and excerpt from the article.

Full Story Syndication – Fully story syndicators are news websites like CBSNews.com, SFGate.com, and other news sites. They display (more…)

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Should you cite third parties in press releases?

Posted on: Mar 25, 2013

Some of our users at Law Firm Newswire have recently asked about citing third parties. Is it a good idea? Sometimes.

If your press release is about a case you are involved in and a third party source backs up your claim, this could be appropriate. For example, if you have representing a client that was injured at a dangerous intersection, you could link to a story written by a local newspaper that talks about the dangers of that intersection.

However, you should avoid linking to competing law firms or other businesses that are not related to your press release.

If a third (more…)

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Large Images Make Big News

Posted on: Mar 11, 2013

News aggregates like Google News are seeing a decline in readership as they have lost market shares to mobile news aggregates. These mobile aggregates aim to provide a magazine feel for readers using tablets.

Aside from changing the way people read your news, these aggregates are trying to change the way your news looks. Their goal to make online news look like magazine articles means that they are requiring large images to be part of your press release.

Take some high resolution photos of your attorneys and office to include with future press releases. Doing so will increase your opportunities for (more…)

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Substance matters over length

Posted on: Mar 4, 2013

long press releasesA press release need to have a few hundred words to substantiate itself as an informative story. Also, news aggregators like Google News tend to reward longer stories with higher placement. So should you pad your press release with words to make the story longer?

No. Substance still comes first. It is true that law firms’ that post long (over 600 words) press releases on Law Firm Newswire enjoy about 25 percent more readers than shorter press releases in the same category. But the other value of press releases is syndication. So, value must come first.

Syndicators are not as interested in word (more…)

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Two Birds with One Seminar

Posted on: Feb 25, 2013

Seminars are one of the most effective forms of personal marketing, which is why it should not come as a surprise that they are also a popular press release topic.

However, you don’t have to stop with just advertising the seminar; you can get two press releases out of one event.

First, write a press release announcing the seminar, topic, event time(s), and location. It’s best to do this about two-to-three weeks before the scheduled event.

Secondly, about one week after the event takes place, send out a follow-up press release that talks about the success of the seminar and shows off some photos. (more…)

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Connect Your Firm to the Story

Posted on: Feb 11, 2013

If your law firm is writing a press release to comment on a popular story, current event, or high-profile case, make sure you connect your firm to the story.

Let’s say there is a high-profile divorce in your city or state and you want to comment on it. Rather than writing a press release such as, “Local NFL player entangled in custody battle,” the press release should be about an increase in similar custody battles.

The difference is subtle, but noticeable to news publishers. If our fictional NFL player is facing a full custody battle wherein his spouse does not want him (more…)

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Press release subtitles increases readership

Posted on: Feb 4, 2013

Titles grab a person’s attention, but the subtitle can commit them to reading the whole story.

Titles are very important. They position your press release in news aggregators, they define the topic of your news, and they can often determine how a press release performs. But the subtitle is where you make a reader not just interested, but actually excited about the story.

Build your press release on three levels.

Level 1, the TitleYou are going to think this is interesting. The title states something of interest that will grab someone’s attention.

Level 2, the Subtitle(more…)

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