Why Press Releases Matter for Law Firms
In the legal industry, reputation is everything. Potential clients research attorneys online before making contact, and seeing your firm featured on major news sites creates immediate trust. Press release distribution for law firms delivers measurable benefits across client acquisition, SEO, and brand authority.
Build instant credibility: When your firm appears on Yahoo Finance, Business Insider, or AP News, prospective clients see you as an established authority. This is especially powerful for personal injury, criminal defense, and family law firms where trust is the deciding factor in hiring an attorney.
Improve local SEO rankings: Press releases generate high-authority backlinks from news domains with DR 70+. These backlinks significantly boost your firm's visibility in local search results for keywords like '[city] personal injury lawyer' or '[city] divorce attorney' — the exact terms potential clients use.
Attract high-value cases: Media coverage positions your firm for larger, more complex cases. Corporate law firms, IP attorneys, and litigation practices that regularly appear in news media attract enterprise clients and referrals from other attorneys.
Stand out from competitors: Most law firms rely solely on PPC ads and directory listings. Press release distribution gives you an unfair advantage by building a media presence that your competitors lack, making your firm the obvious choice when clients compare options.
Best Types of Press Releases for Law Firms
Different types of press releases work for different law firm goals. Here are the most effective formats that generate media coverage and attract clients.
1. New Partner or Attorney Announcement
Announce new partners, associates, or notable hires to establish your firm's growth and expertise. Include credentials, practice areas, and notable case experience.
Example headline: Smith & Associates Welcomes Former Federal Prosecutor Jane Doe as Partner, Expanding White-Collar Defense Practice
2. Case Result or Settlement Announcement
Share significant case outcomes (with client permission) to demonstrate your track record. This type generates the most client inquiries for PI and litigation firms.
Example headline: XYZ Law Secures $5.2 Million Settlement for Construction Worker Injured in Workplace Accident
3. New Practice Area or Office Launch
Announce expansion into new practice areas or geographic markets. This targets potential clients searching for specialized legal services in your area.
Example headline: Johnson Legal Group Opens New Miami Office, Expands Immigration Law Services Across South Florida
4. Legal Industry Commentary
Publish expert commentary on legal developments, new legislation, or landmark court decisions. This positions your attorneys as thought leaders journalists turn to for quotes.
Example headline: Leading Employment Attorney Analyzes Impact of New Federal Overtime Rules on Small Businesses
5. Community Involvement & Pro Bono Work
Highlight your firm's community involvement, pro bono work, or charitable initiatives. This builds goodwill and humanizes your firm in the eyes of potential clients.
Example headline: ABC Law Partners with Legal Aid Society to Provide Free Legal Clinics for Veterans
How to Write a Law Firm Press Release
A well-crafted press release can mean the difference between media coverage and being ignored. Follow these guidelines to maximize your law firm's press release effectiveness.
1. Lead with the newsworthy angle
Journalists receive hundreds of press releases daily. Your headline must immediately communicate why this matters to readers. Focus on the impact — dollar amounts, precedent-setting outcomes, or community benefit — not just internal firm news.
2. Include attorney credentials
Always mention relevant bar admissions, certifications, notable case experience, and any awards or recognitions. This adds credibility and gives journalists quotable background for their coverage.
3. Use plain language, not legal jargon
Write for a general audience, not other lawyers. Replace legal terminology with clear, accessible language. Explain complex legal concepts in simple terms that potential clients can understand.
4. Add a compelling quote
Include a quote from a senior partner or lead attorney that provides context and shows your firm's perspective. Make it insightful and quotable — something a journalist would want to include in their coverage.
5. Include contact information
Make it easy for journalists and potential clients to reach you. Include a direct phone number, email, and your firm's website URL. This also helps with SEO as publications often include these details.
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Get Featured TodayBest Distribution Channels for Law Firm Press Releases
Choosing the right distribution channels determines whether your press release reaches potential clients and builds real authority. Here are the most effective channels for law firms.
Major News Outlets (Yahoo Finance, AP News, Business Insider)
These high-authority outlets provide the strongest credibility signals. When potential clients Google your firm and see coverage on Yahoo Finance or AP News, it immediately builds trust. Services like CoveragePush distribute your press release to 500+ outlets including these major platforms.
Legal Industry Publications
Publications like Law360, The National Law Journal, and state bar magazines reach legal professionals who refer clients. Coverage here builds peer credibility and generates referrals from other attorneys.
Local News Outlets
Local newspapers, TV stations, and regional news sites are essential for law firms serving specific geographic markets. Local coverage drives direct client inquiries and improves local SEO rankings.
Google News
Getting your press release indexed on Google News ensures it appears when people search for topics related to your practice areas. This drives long-term organic traffic and establishes your firm as a news source.
Press Release Distribution Packages for Law Firms
Compare press release distribution packages to find the right fit for your law firms business. All packages include a professionally written article, permanent media placements, and a full report with links.
| Feature | Starter | Growth | Authority | Ultimate |
|---|---|---|---|---|
| Price | $299 | $599 | $799 | $999 |
| News Outlets | 200+ | 300+ | 300+ | 400+ |
| Max Domain Authority | 69 | 88 | 94 | 94 |
| Google News Indexed | — | ✓ | ✓ | ✓ |
| Business Insider & AP | — | — | ✓ | ✓ |
| AI Visibility Boost | — | ✓ | ✓ | ✓ |
| Article Written for You | ✓ | ✓ | ✓ | ✓ |
| "As Seen On" Badge | ✓ | ✓ | Premium | Premium |
| Delivery Time | 5 days | 5 days | 7 days | 7 days |
One-time payment. No subscriptions or recurring fees.
Expected Results for Law Firm Press Releases
Press release distribution delivers measurable results for law firms across multiple metrics. Here is what you can typically expect from a well-executed campaign.
Law Firms Press Release Distribution FAQ
How much does press release distribution cost for law firms?
Press release distribution for law firms typically costs between $299 and $999 per release, depending on the distribution package and number of outlets. Services like CoveragePush offer packages starting at $299 that include placement on Yahoo Finance, Business Insider, AP News, and 500+ other outlets. This is significantly more cost-effective than traditional PR agencies that charge $3,000–$10,000 per month.
Can law firms use press releases for marketing?
Yes, press releases are one of the most effective marketing tools for law firms. They build credibility through third-party media coverage, improve SEO through high-authority backlinks, and attract potential clients who see your firm featured on major news outlets. Unlike paid ads, press coverage provides lasting authority that continues to build trust over time.
What should a law firm include in a press release?
A law firm press release should include a newsworthy headline, a clear summary of the announcement in the first paragraph, relevant attorney credentials and quotes, practice area details, firm background, and contact information. Avoid legal jargon and write for a general audience. Include specific details like case results (with permission), geographic market, and areas of specialization.
How long does it take for a law firm press release to get published?
Most press release distribution services publish within 24–72 hours of submission. With CoveragePush, articles are typically live on Yahoo Finance, MSN, and other major outlets within 48 hours. The SEO benefits from backlinks start appearing within 1–2 weeks as search engines index the coverage.
Do press releases help law firm SEO?
Yes, press releases are highly effective for law firm SEO. Each placement on a high-authority news site (DR 70+) creates a backlink that improves your domain rating and search rankings. For local law firms, this is especially valuable because it helps rank for competitive keywords like '[city] personal injury lawyer' or '[city] criminal defense attorney'.
How often should a law firm send press releases?
Most successful law firms distribute 1–2 press releases per month. This maintains consistent media presence, builds cumulative SEO benefits, and provides a steady stream of newsworthy content. Key moments to send include new hires, case results, office expansions, community involvement, and expert commentary on legal developments.
Is press release distribution better than PPC ads for law firms?
Press releases and PPC serve different purposes. PPC delivers immediate leads but stops when you stop paying. Press release distribution builds lasting authority — media placements remain online indefinitely, backlinks permanently improve SEO, and the 'As Seen On' credibility increases conversion rates across all marketing channels. Most firms benefit from both, but press releases provide better long-term ROI.
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