What a Press Release Does for Your News Announcement

Your law firm just landed a major case victory. Or maybe you’ve brought on a new partner, opened another office, or secured a settlement that really matters. Now comes the question: How do you share this news in a way that actually gets attention?

Most firms post updates on their websites or share content on social media. That’s fine, but you’re leaving opportunity on the table. A well-crafted press release can take your announcement much further than your existing audience.

At PaperStreet, we’ve seen firms turn everyday announcements into genuine marketing wins through press releases. The difference? A press release doesn’t just broadcast information. It packages your news as a legitimate story that journalists, prospective clients, referral partners, and even Google treat seriously.

Let’s talk about what press releases really do and why they still matter.

They Give You Instant Credibility

There’s something about a press release that changes perception. Post something on your firm’s Facebook page, and it looks promotional. But when that same news shows up on established media sites or gets distributed through news wires, it’s a completely different story.

It’s simple psychology. People tend to trust information more when it comes through a third party. Your potential clients know the difference between “we think we’re great” and “the newspaper covered us because we did something noteworthy.”

This matters especially for smaller firms competing against big names. Crafting a press release about your appellate win or significant settlement can put you in the same conversation as those larger practices. You stop being just another firm in town and become the firm that made news.

Essentially, media outlets vouch for you when they pick up your release. They’re telling their readers, “This is worth your time.” No level of self-promotion can compare to that. Think about it: Would you trust a lawyer more after seeing their Facebook ad or reading about them in your local paper?

Journalists Actually Want This Stuff

Reporters and editors sort through piles of story pitches every day. What they’re really looking for are solid, newsworthy press releases that don’t require hours of extra work. You’re not bothering them; you’re actually helping them do their job.

Local legal news gets attention. Regional outlets are always looking for local business stories, and your press release gives them a ready-to-use story. Here’s what makes this work:

• Quotes they can pull directly
• Background information that fills in context
• Contact details for follow-ups
• Formatting the way journalists expect

Make a reporter’s job easier, and your story is far more likely to get noticed. Reporters and editors appreciate sources who understand how newsrooms work. If you give them what they need in a usable format, you will stand out and increase your chances of coverage.

The SEO Impact Keeps Working

When legitimate and reputable news sites publish or link to your press release, it can create backlinks to your website. These are significant for SEO, as they signal that your website is trustworthy and valuable, ultimately boosting its authority and rankings.

Another SEO element to consider is keyword integration. For example, you can weave in keywords relevant to your practice areas, your location, and your expertise. As your release spreads across different platforms, those keywords can help establish your authority on particular legal topics. However, there is a specific practice to keyword usage, and it’s crucial you get it right for optimal results.

Here’s a look at the potential SEO benefits of a well-written and well-structured press release: 

• Quality backlinks from respected news sources boost your domain authority
• Your keywords get distributed widely
• Your local search presence improves
• Unlike social media posts, press releases stay online permanently
• Search engines keep finding and indexing that content months or years later

When properly used, SEO can create lasting value that continues to work long after publication.

Your Professional Network Pays Attention

Other lawyers, judges, and legal professionals follow industry news. A well-placed press release can introduce your firm to potential referral sources who may not have been aware of your recent wins or areas of expertise. 

Additionally, when you announce significant cases or professional achievements, you help build your reputation within the legal community. This often leads to speaking invitations, bar association roles, and other opportunities that can advance your career.

Your reputation can also grow with your clients when you make the news. Press releases about firm successes not only demonstrate credibility and professionalism but also strengthen relationships and encourage clients to talk about you to others. When it’s positive, clients love being able to say, “My lawyer was just in the newspaper.”

One Story, Multiple Uses

A press release provides content you can repurpose virtually everywhere. That same announcement can become a blog post, a social media post, a newsletter feature, and even a webpage. 

Some smart ways you can reuse press release content include the following:

• Turn it into a longer blog post
• Post key highlights on social platforms with links to the full story
• Feature the news in your firm’s newsletter
• Update your website with recent media mentions
• Add “as featured in” callouts to your email signature

Media coverage creates powerful social proof for your marketing. Those “as featured in” sections on your website carry more weight than any testimonial you could write yourself.

Timing and Format Matter

We live in an age of information overload. Fortunately, a formal press release cuts through the noise differently than a casual blog post or a tweet. The professional structure signals that your news deserves serious consideration. To put it simply: You’re not shouting in a crowded room, you’re making an official statement from the podium.

You can even be strategic about when you release news. Time it around industry events, legal developments, or slower news cycles when your story has a better shot at attention.

Press releases work well for damage control, too. Need to address a difficult situation or set the record straight? A press release gives you a professional and controlled way to communicate. Sometimes an official statement is needed rather than a quick social media response.

It’s Actually Affordable

A press release can deliver remarkable value, especially when you compare it to what you would spend on advertising. For example, one story could generate coverage worth thousands in ad spend while also strengthening SEO and preserving credibility. Few marketing tactics can provide this kind of return.

Think about the reach, too. Reporters and journalists see it. Potential clients find it through searches. Referral sources read it. Search engines index it. You’ve got one piece of content working for you across multiple channels at once.

Getting It Right

Not every firm update warrants a press release. Reserve them for genuinely newsworthy moments, which can look like these: 

• Major case victories 
• Substantial settlements 
• New offices 
• Significant hires 
• Community recognition 
• Involvement in high-profile legal matters

Ask yourself whether someone outside your firm would care. If not, you could probably skip the press release.

You can handle distribution to local media yourself, but professional distribution services cast a wider net and format everything correctly for different outlets. Many of these services also track which outlets picked up your story and measure engagement.

The Bigger Picture

At PaperStreet, we’ve worked with law firms to integrate press releases into comprehensive digital marketing strategies. These strategies build authority, bring in clients, and create lasting credibility. When your firm has real news, a press release ensures the story reaches the right people and delivers maximum impact for your practice.

Have an announcement worth sharing? Let PaperStreet help you write press releases that get noticed. Reach out to discuss how strategic press release distribution can boost your firm’s success stories.