Press releases are essential public relations tools that help businesses communicate effectively with their audiences regarding market expansion, fundraising, feature launches, license approvals, etc. For companies new to a market, press releases help boost visibility and credibility, opening them up to business opportunities.
Customise with local context in mind
It is important to consider the context of the market you are writing for—in this case, Africa—and the unique characteristics of the industry in a new market. Each African country has a diverse business culture and different media landscapes; therefore, one-size-fits-all approaches should be avoided. Instead, businesses must align their releases with local sentiments, values, and business realities. This can be achieved by understanding consumers, history, current affairs, business trends, and limitations; knowing these nuances can help develop a strong foothold.
Timeliness:
Your press release must be linked to a current or trendy event to make your story appealing to readers. This enhances the relevance of your press release to media outlets, as it fits into the news cycle. Connecting your release to hot topics and important issues increases its appeal to various key media audiences, including journalists, readers, policymakers, and potential collaborators.
Newsworthiness
The reason journalists care about your press release is that it is newsworthy—it makes it easy for them to present it to their editors for review and publication, providing useful information for their audiences, which is the aim of every newsroom. Your press release should highlight the new information you’re sharing, how you’re pushing boundaries with your processes, or offer a fresh perspective on an existing important ongoing conversation. It must deliver relevant news that the media can share with their readers.
Right publications
Publishing in the right publications not only boosts credibility but also ensures that the right people read about your company. A publication in a popular oil and gas magazine may not be as impactful for a tech company as one in a niche tech publication. To capture the attention of a country’s business community, it is advisable to publish in business-oriented publications. Additionally, targeting general interest publications is important if the goal is to broaden your company’s audience or signal to regulators that you are legitimate.
Use simple language
Avoid jargon as much as possible. Use clear language to ensure your message is accessible. This helps avoid alienating journalists or readers through the use of technical terminology or industry jargon.
Make it SEO friendly
Ensure to follow basic SEO rules that help your company rank better with a press release, as it is a low-hanging fruit. This includes utilising relevant keywords, hyperlinking to your company’s website, incorporating well-labelled high-resolution images, and sharing your press release with authoritative websites in your industry. This is a sure way to enhance your online presence.
Image©:Photographer: Waldo Swiegers
