In Nigeria’s fast-paced media world, journalists receive hundreds of press releases every single day.
Most of these releases don’t even get opened.
Why?
Because they miss the mark on what Nigerian journalists expect.
If you’re an SME founder, PR professional, or marketer looking to get your story featured in Nigerian newspapers, blogs, or TV stations, knowing how to write a press release that journalists in Nigeria actually open and read is essential.
This guide breaks it down for you.
Why Many Press Releases Get Ignored in Nigeria
Journalists in Nigeria (and across West Africa) are busy.
They’re under pressure to find stories that matter to their audience—stories that are timely, relevant, and newsworthy.
If your press release doesn’t tick those boxes, it won’t even make it past their inbox.
But if you follow the right steps, you can grab their attention and boost your chances of getting covered.
Here’s exactly what Nigerian journalists want from your press release.
What Nigerian Journalists Expect from a Press Release
1. A Strong, Relevant Headline with a Nigerian Angle
Your headline is the first thing a journalist sees.
It should immediately communicate what your story is about and why it matters to a Nigerian audience.
Compare these two examples:
- Weak: “XYZ Company Hosts Event”
- Better: “XYZ Company Empowers 500 Nigerian Youths with Tech Skills at Lagos Workshop”
Always include local references like Nigeria, Lagos, or West Africa to make it relevant.
This increases the chances of your press release standing out.
2. A Clear Local Connection
No matter how global your brand is, Nigerian journalists care most about local impact.
Ask yourself:
- Are you creating jobs for Nigerians?
- Are you supporting a local cause?
- Are you launching a product or service tailored to the Nigerian market?
Highlight these points clearly.
Without a local angle, your press release may seem irrelevant.
3. Solid Facts, Quotes, and Credibility
Journalists love hard data.
Support your claims with statistics, research findings, or survey results.
Also, include quotes from company leaders or relevant experts.
Make sure the spokesperson is appropriate for the story.
For instance, if it’s a tech announcement, include a quote from your CTO, not your HR manager.
Quotes add a human touch and make your story more credible.
4. Get Straight to the Point (No Fluff)
Journalists don’t have time for lengthy introductions.
The first paragraph of your press release should answer these 5 Ws:
- Who
- What
- When
- Where
- Why
Don’t bury the lead—state the most important information right away.
The rest of the release should provide background details, data, and quotes.
How to Structure a Press Release Nigerian Journalists Will Open
Here’s the ideal press release format for Nigerian media:
- Headline – Craft a compelling title with a clear local angle.
- Subheadline (optional) – Add supporting context.
- Dateline – Include the city and date (e.g., Lagos, Nigeria – April 2025).
- Lead Paragraph – Cover the 5 Ws upfront.
- Body Paragraphs – Expand on the story with supporting details, quotes, and stats.
- Boilerplate – A brief “About Us” section summarizing your company.
- Contact Information – Provide a PR contact person’s name, email, and phone number.
Common Press Release Mistakes in Nigeria
To increase your chances of success, avoid these common mistakes:
- Overhyping the story – Nigerian journalists can spot exaggeration from a mile away. Stick to facts.
- Sending irrelevant pitches – Don’t send fintech news to an entertainment blogger. Always target the right media outlet.
- Poor formatting – Avoid long blocks of text. Use short paragraphs and bullet points for readability.
Pro Tips to Get Nigerian Journalists to Engage with Your Press Release
- Craft an engaging email subject line – Don’t just write “Press Release.” Instead, use something like “Lagos Startup Launches Platform to Support 1,000 SMEs”.
- Follow up politely – If you don’t hear back, send a respectful follow-up email within 3-5 days.
- Build relationships before you pitch – Engage with journalists on social media, attend industry events, and be familiar with their work.
Final Thoughts
If you want Nigerian journalists to not just open your press release—but cover it—you need to give them something valuable.
Focus on local relevance, clear facts, strong headlines, and a simple structure.
Respect their time, make their job easier, and you’ll greatly increase your chances of media coverage.
By following these proven steps, you can craft a press release Nigerian journalists actually open, read, and report on.
For more tips or help distributing your press release across top Nigerian media outlets, platforms like Pressdia can make the process simple and effective.
