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Digital PR Services

A digital press release is a strategic tool that your law firm can use to cut through the noise of your competition and demonstrate your legal expertise. As the legal market continues to become more saturated, digital press releases are another method that utilizes content to help market your law firm.

Press releases are different than your regular optimized blog content as these pieces are designed for quick release to inform the media and prospective clients of notable cases, firm achievements, and thought leadership, all while enhancing SEO and online visibility.

Amplify Your Brand’s Voice – The Missing Piece of Your SEO Strategy

As search engines continue to elevate reputable brands, staying silent means falling behind. Your SEO strategy should be holistic, incorporating both website optimization and building brand exposure. Don’t overlook this critical element of an impactful 2025 SEO strategy.

With strategic digital PR campaigns, you can:

Build authority: Earn backlinks, brand mentions, and exposure from trusted, high-engagement news outlets.
Boost visibility: Strengthen your brand’s presence in the places that matter most to your target audiences.
Grow trust: Establish your firm’s reputation as a trusted provider and go-to resource for potential clients.
Control the narrative: Highlight your firm’s achievements and shape your brand’s perception for visitors and search engines.

If your law firm has an SEO campaign that doesn’t include any form of digital PR, we recommend giving our team a call. Digital PR is increasingly becoming more important for legal SEO efforts. Contact Array Digital to see how our PR strategies could help benefit your firm.

Digital PR Strategies for Law Firms

Digital PR has quickly become an essential part of a law firm’s SEO campaign. These press releases combine SEO, content marketing, and strategic media outreach to expand your online presence and strengthen your brand’s voice.

Digital PR provides an opportunity for media exposure by creating thoughtful, engaging, and authoritative content that resonates with your target audience. Our team’s digital PR strategies focus on achieving visibility on high-authority websites and targeted publications, which can drive significant traffic and improve your search rankings.

Local Media Coverage: This type of placement is best used for announcing new locations, attorneys, or other law firm news. Our team works to maximize news coverage across relevant news platforms to grow your firm’s exposure to search engines.
Targeted Media Placements: Our team utilizes this type of strategy to secure placements in highly relevant, niche publications. These outlets tend to be on higher domain rating (DR) websites that can drive more traffic than the local media coverage option. Targeted media placements are for professional, non-branded topics, including opinion pieces and thought leadership on current events.

Whether you’re looking to attract new clients, build credibility, or expand your influence, digital PR is the key to standing out in a competitive digital legal field.

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When to Send a Legal Press Release

In the legal world, timing can make all the difference—both in the courtroom and in public relations. A well-timed legal press release can serve as a powerful tool to inform the public, protect a client’s reputation, or bring attention to a significant case or legal victory. Understanding the key moments to communicate with the public is essential. Below is a list of reasons why you should send out a digital press release.

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General Law Firm News

This type of news includes when your firm opens a new office location, hires a new attorney, offers services in a new practice area, wins significant settlements and verdicts, and receives publications and awards.

Illustration of three raised hands beneath a red heart, symbolizing community support and volunteerism.

Community Involvement

Establishing your firm within your community allows you to build up trust and create a good reputation. Sending out a press release when your firm attends or hosts community events, creates scholarship opportunities, or sponsorships can be a great way to generate positive media exposure.

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Thought Leadership

This type of information can encompass any type of legal news or specialized knowledge that provides value or is of interest to the public.

Legal News

This type of press release can include any type of law changes, insights on high-profile cases, or providing information on new lawsuits such as class actions.

While this list is long, it is not exhaustive. If there is interesting news or announcements that your firm has to share that would be of interest to others, a press release may be beneficial. If your firm has big news to share, contact our team at Array Digital to see how we can build a digital PR strategy for you.

Our Process

Research

In this first phase, our team will find potential media outlets for different types of PR opportunities that will have your firm’s location, goals, and target audience in mind. As we build out your PR strategy, it is possible for these outlets to shift, and this could be due to budget and the type of announcement you want to make.

Workshop & Write

Our writing process includes several steps. The first is deciding on who will write the PR piece. The two options are you write it (which may be beneficial for announcing a new attorney) or the Content team at Array Digital will write it. If you choose the latter option, we will reach out to schedule a meeting to help gather facts and nuances before writing the piece.

Edit & Revise

After we write the piece, we have an extensive editing process that ensures it follows the guidelines of the media outlet we are distributing it to, ABA rules, and any ruleset your firm has in place. After editing the piece, we will send it to you for approval (we do not publish any content without your approval).

After you review the content, if a section needs to be changed, we will revise it before distribution. Revision is built into our process not because we don’t believe we will get it right the first time but to allow your firm the opportunity to collaborate and ensure satisfaction with the product we deliver.

Distribute

Once you have approved the content, we will send it out for distribution. Distribution may not be immediate depending on which media outlet we target with your strategy. However, once the piece is live, we will send you a notification.

Results

The results your firm receives from digital PR include building a sustainable online presence that aligns with best practices, establishes long-term credibility, and validates and enhances the content marketing efforts you’re already investing in. It creates a network of trust and authority around your brand, and you receive brand mentions from trusted news sources.

Frequently Asked Questions

How Much Does Digital PR Cost?

Digital PR costs will vary depending on where we are targeting and how many pieces you receive. While we recommend signing for a digital PR strategy a single targetted placement piece can range from $300 – $13,000. Despite a higher cost, targeted placements have a wider distribution and more media exposure and are more impactful towards your SEO efforts.

Where is the Digital Press Release Distributed?

Where the PR piece is distributed will depend on the content of the piece and its targeted audience. For example, if you are opening up a new office location with a new practice area, we would want to distribute this news to local media sites for exposure. If it is a thought leadership piece about a new class action, we would want to target bigger news outlets for wider exposure.

Is Digital PR Worth It?

Yes, digital PR is worth it. Digital PR allows you to distribute high-quality content to specific audiences and is a key part of SEO strategies. Public relation campaigns help you grow your brand awareness, improve rankings and amplify your share of voice in respective markets.

How Long Should a Press Release Be?

The length of a digital press release will vary depending on who your target audience is, the content you plan to release, and which media sites the piece will be released on. If you are planning to send out a press release announcing a new office or attorney, the piece should not be longer than 500 words. Ideally, news of this type would be released through the local media coverage option rather than a targeted placement. The length of thought leadership pieces will likely need to be longer and range anywhere from 500 – 1500 words. Thought leadership press releases should be sent out using targeted placements.

Does a Digital Press Release Have to Follow ABA Guidelines?

Yes, a digital press release should follow all ABA guidelines when it comes to marketing your law firm. The content of your press release should avoid using comparative language and false or misleading claims. Continue reading our article on ABA guidelines for law firms here.

Why Use Digital PR

Digital PR mirrors Google’s goals of rewarding websites that provide relevant, authoritative, and user-focused content. Instead of relying on outdated practices like link farming, digital PR emphasizes quality over quantity. It ensures that links pointing back to your site come from credible sources that are not only relevant to your industry but also drive real traffic and engagement. When your content appears on high-authority websites—such as local news outlets or niche industry platforms—it drives referral traffic to your site and enhances your reputation. Unlike unrelated links from, say, a fashion site linking to a legal page, these targeted placements validate your content’s relevance and reinforce your expertise within your niche.

How is Digital PR Deployed as a Service at Array Digital?

Digital PR is becoming a cornerstone of SEO strategies, and while you can select a one-and-done option, our strategists recommend an operating budget that can allow our team to develop a strategy throughout the year to get in front of current events and stay relevant. Our SEO and PR team collaborates with trusted partners and leverages network connections to amplify your brand’s exposure in ways that are truly relevant to your business to maximize the impact of your SEO campaign.

Stay Passionate. Be Relevant. Get Publicity.

Enhance your online presence and help increase your SEO efforts with digital PR. Whether you are announcing a new location or providing insights into a new law, digital PR can benefit your firm. Let the strategists at Array Digital build out a digital PR strategy that works to separate your firm from the competition. Call today at 757-333-3021 or fill out our online contact form.

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