Lawyer Marketing, LLC
Facebook Twitter LinkedIn Youtube Google + Coming Soon
(954) 354-1990
Attorney Marketing About Us Books / Products Seminars Marketing Consultation Links And Resources Press Contact Us
Facebook Twitter LinkedIn Youtube Google + Coming Soon

The Components of a Press Release

Similar to formal case briefs, press releases need to follow an incredibly particular format. Proper formatting can be the difference between your press release being published and having it sent back to you repeatedly for revisions or tossed to the side completely. You may want to create your own document template to help you write your press releases until you've done a few and gotten the hang of exactly how they're supposed to flow.

First of all keep in mind that your release should not be longer than a single typed page with normal margins; it's meant to be a brief burst of information.

Secondly, watch your language and tone, stay away from words that an average reader may not immediately recognize and make sure that you write in a way that's informative yet not so formal that it can seem off putting.

The goal is to reach as many readers as possible by creating content that's accessible and easy to read. Remember that a press release isn't an advertisement and shouldn't be treated like one, so don't write one if you don't have something newsworthy to share.

Every press release is comprised of a headline, a subhead or summary, a lead paragraph, body paragraphs, final paragrapher, a boilerplate and contact information. Additionally every press release has the symbols ### centered at the bottom to signify that it's complete.

The headline is typed in bold and every word should be capitalized. There should be no period at the end and it should be brief and catchy.

  • ex. First All Female Supreme Court In U.S. History

The subhead or summary isn't strictly necessary but since some press release outlets require it, it's better to include it in all of them. In a maximum of two sentences, without restating the headline you want summarize the contents of your press release.

  • ex. With a record number of justices leaving, the seats on the Supreme Court were filled with a surprising set of new faces. All of the new members appointed were women who had proven to be legal powerhouses.

The lead paragraph is the first paragrapher of the release. It doesn't start like a regular paragraph instead it's precluded by the City, State and Date followed by a dash before leading into the story.

  • ex. Washington, D.C. October 19, 2021- With the swearing in of Justice Alice J. Gaiman the first all female U.S. Supreme Court is U.S. history was made official...

The body paragraphs need to cover exactly what this story is about and why it's newsworthy. When writing the body paragraphs note that the paragraphs should work to answer the following questions:

  • Who is this story about?
  • What is occurring?
  • When is it occurring?
  • Where is it occurring?
  • Why is this newsworthy?
  • How can the public be involved?

If one or two questions can't be answered, don't stress out, just make sure that the rest of the answers are clear.

Whenever possible the final paragraph should have a quote from someone else who is also connected to the story. Other then that the final praragraph needs to offer a final summary on the story.

The boilerplate is basic information about you and your practice. You need to find a way to say this in two or three short sentences.

Your contact information needs to include the name of your media contact, their title, the full company name, the contact phone number, the contact email address and your website address.