How to Get Your Law Firm News Releases in Print Faster and More Frequently

How to Get Your Law Firm News Releases in Print Faster and More Frequently


Don’t get your press releases deleted by the newspapers you e-mail them to. Bob Weiss gives tips on how to ensure your media will be printed.


A client recently asked us to put their logo at the top of a news release and to transmit it to the press as an attachment to an email formatted in Adobe Acrobat. This looks great, they said.

And its a sure-fire way to ensure your release will get deleted on receipt.

If you send out news releases from your firm, you must adhere strictly to your local media guidelines. Generally that means you should include the release as plain text within the email itself. (The exception is certain TV stations, which prefer information via fax.) Using Adobe is completely unacceptableit can’t be edited!

Also you must adhere to the AP (Associated Press) style rules for text. The AP Style Book is the manual that governs all print and broadcast copy. Get a copy and learn the rules by heart.

Here are samples of a few AP style rules. Titles before the name are capitalized, after the name they are down case. For example, Secretary of State Colin Powell, is correct, as is Colin Powell, secretary of state. IRS is accepted for Internal Revenue Service on first reference, but MLB for Major League Baseball is not. Attorney is not a formal title and is not capitalized, nor is managing partner (no matter how big his ego is.)

If you adhere to the media’s rules, your releases will tend to get better play, appear quicker and more frequently. It’s simply because the releases are easier to read and require less editing.

Call the press you deal with most often to learn your local submission guidelines. Theyll appreciate you ask. [1]



  1. Bob Weiss is president of Alyn-Weiss and Associates, Inc., a Denver-based marketing consulting group which has worked with both corporate, transactional and defense firms and contingent fee practices nationwide for more than 20 years.

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