A press release is one of the vital tools that helps companies construct their brand image at an extremely low cost and gives maximum reach. Informative press releases disseminate far and wide attracting further guests and investors to possible businesses.
What makes a press release as informational and newsworthy? Keep in mind these vital points.
1. Know who are your audience and what will they be interested to read in your press release.
2. However, point out the successful models, advancements made and check how good the top line is to impress them, If you’re targeting possible investors.
3. However, deficient services etc, a press release will be the ideal tool to guarantee you appease the media and the millions at large, If you’re facing a situation such as product recall.
Though corporates in general stick to this time- tested formula, companies fromnon-English speaking nations by and large in India or those planning to invest in India miss the obvious and fail to get the proper PR support causing failures.
Below are some of the pointers that those looking at India specifically can follow for a successful PR drive.
Having the wrong attitude
An open-minded, adaptable approach and boundless tolerance for bureaucracy and ambiguity may help them to sustain in the Indian market.
Having the similar kind of approach towards press releases as their own country may not really help these corporates to be well received by the media in India. They should be ready for any functional chaos and hold a positive outlook. Also, not instantly responding to media queries might make the media lose interest resulting in no coverage or negative coverage.
Clarity on how the press release or public relations drive is to be executed in the Indian market is paramount. The title chosen and the points to be highlighted in the press release should reflect the mindset of Indian people. This is where foreign corporates face hardship since they start working on the press release without fully understanding the mindset of both the reporters and the audience.
Language barrier and inappropriate formats
Communication is important for any company, particularly while embarking into the market of another nation. Corporates fromnon-English speaking nations face communication problems while interacting with Indian media especially while responding to their questions and when demanding redrafts of Press Releases. Also, the corporates shouldn’t follow the same format they’ve applied in their own country. The choice of words and the presentation manners are to be aptly prepped since the likes of people varies from place to place. Some press releases issued by foreign companies have four to five quotes whereas, in India, press releases allow only one or two quotes. Limiting the number of quotes is important. Also, Indian media prefer citations of personalities present during the Press Meet ( spokesman or Indian representatives of the company) so that the content is more relevant to their audience.
Foreign corporates should get their targets and investment plans right. Even though India is a nation with huge population, some of its people still live in poverty and numerous people belong to middle- class tier, so companies venturing in Indian market shouldn’t get their hopes too high or inhibit themselves from outlining their plans suitably.
India is one of the most cost-sensitive markets in the world. So, learning the true size of Indian market and understanding the mentality of Indian people is a pivotal part, particularly when planning for press releases.
Not having the right controlling processes in place
While planning for press notes, foreign corporates should have quick execution in PR processes and assure that they set up the company for success. Operating in a new overseas market is hard. Therefore, companies should be careful while choosing their PR distributors (Press Release Distributors). They should also give a bit of free rein to the distributors to paraphrase quotes, rearrange contents in the release, etc, without modifying the meaning. Having a long drawn approval process increases response time thereby annoying the media.