How do I Write Good Press Releases? – A Guide for Law Firms

In this article, you'll learn how press releases are structured, what they need to contain - and how to formulate them so that journalists actually read (and use) them.

Why write press releases at all?

Press releases are the bridge between organisations and the media. They provide journalists with information that they can use for their reporting - ideally prepared in such a way that they can be reused without much effort.

They offer many advantages for law firms:

• Build trust in expert status
• Make current topics visible
• Maintain contacts with journalists
• Build media presence – without an advertising budget

But: Press releases are not advertising texts. They must be factual, relevant and journalistically suitable.

The Basic Rules: Clear, Concise, Relevant

Journalists read dozens of press releases a day – often only seconds per text. This makes it all the more important to get to the point. Good press releases are characterised by:

• Clarity: One statement per sentence. No nested sentences. No legalese.
• Brevity: One page is ideal. Two pages maximum.
• Relevance: Why is the topic important – for the public, for experts, for the region?

Always think from the media's point of view: What is newsworthy?

The Structure of a Press Release

Here is the tried and tested structure:

1. Headline

The headline is crucial. It must arouse curiosity but remain factual. No empty phrases or superlatives - rather concrete and informative.

Example: ‘Müller law firm opens office in Lausanne – focus on international tax law’

2. Lead (Introductory Sentence)

The first paragraph must contain all the essential information: Who does what, when, where, why – in two to three sentences.

Example: ‘Müller, a law firm specialising in tax law, opened a new office in Lausanne on 1 March 2025. This strengthens its presence in French-speaking Switzerland and further expands its advice in the area of cross-border tax issues.’

3. Main Text

Further details follow here: background information, quotations, categorisation, figures. The text should be well structured – preferably with paragraphs, subheadings or bullet points for more complex content.

Important: Always write journalistically – no self-promotion, no superlatives, no legal jargon without explanation.

4. Quotes

Quotes lend personality to the report. They should be authentic, understandable and formulated in natural language – not textbook.

Example: ‘With the new location, we are closer to our clients in French-speaking Switzerland and can support them even better in tax law issues with an international dimension,’ says Dr Anna Müller, partner at the law firm.

5. Sender / Boilerplate

At the end there is a short paragraph about the law firm: year of foundation, locations, specialisation – compact and factual. In addition, the press contact with name, telephone number and e-mail address.

Dos and Don’ts for Good Press Releases

✅ Dos:

• Provide concrete information
• Use meaningful quotations
• Choose an appealing but factual headline
• Respond to journalistic needs
• PDF format or plain text, no unnecessary attachments

❌ Don’ts:

• Technical terms without explanation
• Exaggerated ‘marketing talk’
• Text without a contact person
• Unnecessary length
• ‘We are the best’ tone of voice

Conclusion: Good Press Releases are a Service for Journalists

A press release is not an advertising flyer, but a professional information service. Those who make it easy for journalists are more likely to get a placement. Clarity, relevance and journalistic thinking are more important than flowery wording or self-praise.

For law firms, the press release is a proven and reputable tool for publicising relevant topics – if used correctly. Those who regularly send out well-crafted releases will be perceived as a reliable source in the long term – and quoted more frequently.