Pre-Paid Legal Services, Inc. Preparing National Media Campaign

    ADA, Okla., Aug. 10 /CNW/ -- Pre-Paid Legal Services, Inc. (NYSE:   PPD)
Chairman & CEO Harland Stonecipher has announced the company's intent to
undergo a national media campaign beginning in late September.  The purpose of
the campaign, Stonecipher said, is to increase the awareness and familiarity
of the Pre-Paid Legal Services, Inc. Life Events Legal Plan(R).
    "A recent survey conducted by a nationally-known and respected
organization spurred our efforts to secure a national spotlight for Pre-Paid
Legal Services, Inc.," said Stonecipher.  The survey targeted active Pre-Paid
Legal members, canceled members, Pre-Paid Legal associates and the general
public (non-Pre-Paid Legal members).  "A few of the key points brought to
light by this survey are, first, relatively untapped and untouched, the market
is huge. The survey specifically indicated 'The market potential for Pre-Paid
Legal plans is large.  Based on direct market feedback, it is potentially $5
billion -- and under-penetrated.' Second, the general public was found to be
largely unaware as to what a Pre-Paid Legal plan is.  The survey continued,
'Market awareness is somewhat low.'  We are taking immediate steps to begin
expanding market awareness, and solidify our brand in this huge market."
    According to Stonecipher, "Many people remain skeptical when facing the
rule of law.  However, Pre-Paid Legal members receive access to high quality
lawyers for a low monthly cost through Pre-Paid Legal Services, Inc.  No
longer is it a requirement to pay a high dollar professional hourly rate to a
lawyer every time life happens."
    The television campaign will not be directed to consumers purchasing the
legal service plan from the television show.  Rather, the goal will be to
educate and inform viewers about the revolutionary product we offer.  All
sales of products and recruiting of sales associates will be done by our
present sales associates.
    "We've enjoyed tremendous success and growth as a 'word-of-mouth'
marketing company," Stonecipher said.  "Research has demonstrated very clearly
that increasing market awareness is crucial to reaching the next step in our
growth.  This national media spotlight will support the efforts of our
marketing sales force, and should result in increased sales and recruiting."
    Stonecipher said Pre-Paid is currently in negotiations with several media
outlets.  No contract has been secured as of release of this announcement, but
negotiations are expected to be finalized before September 1. The program
itself, tentatively entitled "Justice for All," will feature former State of
Mississippi Attorney General Mike Moore as host/narrator.
    "We're looking for the best way possible to reach the most viewers,"
Stonecipher said.  "This is a historic step for our Company.  We've never
embarked on such a campaign in our 35 years.  But, we believe the timing has
never been more favorable -- a large need exists and we have a product to meet
that need at an affordable price."
    About Pre-Paid Legal Services, Inc.
    We develop, underwrite and market legal service plans across North
America.  The plans provide for legal service benefits, including unlimited
attorney consultation, letter writing, document preparation and review, will
preparation, traffic violation defense, automobile-related criminal charges
defense and a general trial defense.  We also market an identity theft
protection plan.  More information can be located at our homepage on the
worldwide web at
    Forward-Looking Statements
    Statements in this press release, other than purely historical
information, regarding our future plans and objectives and expected operating
results, dividends and share repurchases and statements of the assumptions
underlying such statements, constitute forward-looking statements within the
meaning of Section 21E of the Securities Exchange Act of 1934.  The
forward-looking statements contained herein are based on certain assumptions
that may not be correct.  They are subject to risks and uncertainties incident
to our business that could cause actual results to differ materially from
those described in the forward-looking statements.  These risks and
uncertainties are described in the reports and statements filed by us with the
Securities and Exchange Commission, including (among others) those listed in
our Form 10-K, Form 10-Q and Form 8-K, and include the risks that our
membership persistency or renewal rates may decline, that we may not be able
to continue to grow our memberships and earnings, that we are dependent on the
continued active participation of our principal executive officer, that future
litigation may have a material adverse effect on us if resolved unfavorably to
us, that we could be adversely affected by regulatory developments, that
competition could adversely affect us, that we are substantially dependent on
our marketing force, that our stock price may be affected by short sellers,
that we have been unable to significantly increase our employee group
membership sales and that our active premium in force is not indicative of
future revenue as a result of changes in active memberships from cancellations
and additional membership sales.  Please refer to pages 14 and 15 of our 2006
Form 10-K and pages 7 and 8 of our June 30, 2007 Form 10-Q for a more complete
description of these risks.  We undertake no duty to update any of the
forward-looking statements in this release.

For further information:

For further information: John Long of Pre-Paid Legal Services, Inc., 
+1-580-436-1234 Web Site:

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