The healthcare and legal press release template
A professional press release follows a standard inverted pyramid structure: the most important information first, supporting details next, and background information last. Journalists expect this format.
For healthcare and legal organizations, additional considerations include compliance language, attribution requirements, and sensitivity to ongoing cases or patient privacy.
FOR IMMEDIATE RELEASE Header
Begin with "FOR IMMEDIATE RELEASE" in all caps, followed by the release date, contact name, phone number, and email address. Make it effortless for journalists to reach you.
Compelling Headline
Write a headline under 80 characters that summarizes the announcement. Include the organization name and the newsworthy element. Example: "Midland Clinic Expands Pediatric Services with New Specialist Team."
Dateline and Lead Paragraph
City, State — Date. The first paragraph must answer who, what, when, where, and why. If a journalist only reads the first paragraph, they should have the complete story.
Body Paragraphs with Quotes
Include 2-3 supporting paragraphs with quotes from leadership. Quotes add human dimension and provide ready-to-use soundbites for journalists writing the story.
Boilerplate Section
End with a standardized "About [Organization]" paragraph that describes your practice, mission, and services. This saves journalists from searching for basic background information.
End Marker
Close with ### or -END- centered on its own line. This is the traditional journalism signal that the release is complete.
Healthcare press release best practices
Healthcare press releases face unique constraints: HIPAA privacy rules, FDA regulations for product mentions, and the sensitivity of medical topics. Violating any of these can create liability.
The safest healthcare press releases focus on organizational news rather than patient stories. When patient stories are included, they require documented authorization and careful de-identification.
No Patient PHI
Never include patient names, medical record numbers, dates of service, or other PHI without written HIPAA authorization. Even indirect identifiers can violate privacy rules.
Provider Quotes
Use quotes from named physicians, administrators, or researchers. Attribution builds credibility and provides journalists with sources for follow-up interviews.
Clinical Accuracy
Have a clinician review any medical claims in the release. Incorrect medical statements in press releases spread rapidly and damage organizational credibility.
FDA Caution
If mentioning drugs, devices, or treatments, ensure claims align with FDA-approved indications. Off-label promotion in press releases is prohibited.
Award Announcements
When announcing awards or certifications, include the awarding body, selection criteria, and significance. "Named Top 100 Hospital by Becker's" is more credible than "We are the best."
Partnership Announcements
Announce partnerships with both organizations quoted. Describe the patient or community benefit, not just the business arrangement. Journalists care about impact, not corporate deals.
Law firm press release best practices
Law firm press releases must navigate bar advertising rules, client confidentiality, and the sensitivities of ongoing litigation. What is newsworthy to the firm may be problematic under MRPC guidelines.
The safest law firm press releases focus on organizational milestones, professional achievements, and community involvement rather than case results or client matters.
Case Result Caution
Most state bars prohibit advertising specific case results without extensive disclaimers. Consult your state's advertising rules before including verdicts or settlements in press releases.
No Client Identification
Never identify clients by name or case details without explicit written consent. Attorney-client privilege and confidentiality extend to marketing materials.
Professional Achievements
Announce bar admissions, board certifications, speaking engagements, publications, and professional honors. These are universally compliant and build individual attorney brands.
Community Involvement
Pro bono work, volunteer service, and charitable partnerships make excellent press release content. They demonstrate values without creating liability.
New Attorney Announcements
Welcome new attorneys with a bio-focused release highlighting their credentials, practice areas, and what they bring to the firm. Include a professional headshot.
Office Expansion
Announce new office openings, relocations, or practice area expansions. Include the business reason, community benefit, and key personnel leading the expansion.
Press release distribution strategy
Writing a good press release is only half the battle. Distribution determines whether journalists see it, whether it gets picked up, and whether it reaches your target audience.
For most healthcare practices and law firms, targeted distribution to local media and industry publications outperforms broad wire service distribution.
Local Media Targeting
Send directly to health reporters, legal affairs writers, and local news editors who cover your geographic area. Personalize the pitch — do not blast generic releases.
Industry Publications
Trade publications in healthcare and legal fields have smaller but more targeted audiences. A placement in Becker's Hospital Review or Michigan Lawyers Weekly reaches the right people.
Wire Service Options
PR Newswire, Business Wire, and GlobeNewswire distribute to major outlets. Costs range from $200-$800 depending on geographic reach. Best for significant announcements.
Email Distribution
Build a media contact list and distribute directly. Include the release in the email body (not just as an attachment) for maximum accessibility.
Website Publication
Publish releases in a dedicated newsroom or press section on your website. This creates an archive of organizational milestones and provides journalists with background material.
Social Amplification
Share press releases on LinkedIn and professional social channels. Tag relevant journalists, partners, and community organizations to expand organic reach.