Sending out a press release is one thing.
Getting it to the right media outlets—the ones that will actually care about your story—is another challenge entirely.
In Nigeria’s crowded media landscape, there are hundreds of newspapers, online platforms, radio stations, TV channels, and blogs, each with different audiences and interests.
For SME founders, PR agencies, NGOs, and entertainment publicists, choosing where to send your press release is just as important as writing it.
Here’s how to make sure your press release lands in the right inbox.
Why Choosing the Right Media Outlet Matters
Sending your press release to the wrong outlet wastes everyone’s time—including yours.
A journalist covering politics in Abuja won’t care about your new fashion brand launching in Lagos.
By targeting the right outlets, you increase the odds that your story will be picked up and published.
Step 1: Understand Your Target Audience
Before selecting media outlets, get clear on who you want to reach.
- Are you targeting Nigerian entrepreneurs?
Focus on business newspapers like BusinessDay or The Guardian Business. - Are you promoting entertainment content?
Look at entertainment blogs and platforms like Pulse Nigeria, BellaNaija, or NotJustOk. - Are you announcing a government or NGO initiative?
Opt for national dailies like The Punch, ThisDay, and platforms like Channels TV or Premium Times.
Knowing your audience helps you match your press release to the outlet that serves them best.
Step 2: Categorize Nigerian Media Outlets
Think about media outlets in terms of national, regional, or niche coverage.
- National Media:
These outlets cover major news across Nigeria.
Use them for announcements with broad national relevance (e.g., new product launches, national campaigns).
Examples: The Punch, Vanguard, Channels TV, AIT. - Regional Media:
These focus on specific states or regions.
If you’re launching a project in Port Harcourt, pitching to South-South region outlets like The Tide makes more sense. - Niche Media:
Industry-specific platforms target tech, fashion, agriculture, music, or film.
For a fintech startup, reach out to TechCabal or Nairametrics.
For creative industries, target platforms like Zikoko or Nollywire.
Step 3: Build a Nigerian Media List
Don’t rely on random Google searches every time.
Create a media list that includes:
- Outlet names
- Journalists/editors covering your industry
- Email addresses and social media handles
- Notes on previous stories they’ve covered
Platforms like Pressdia can help you access curated lists of relevant Nigerian journalists and outlets, saving you time and increasing your chances of success.
Step 4: Personalize Your Approach
When pitching to Nigerian journalists, personalization matters.
Reference their previous work or show you understand their beat.
For example, if you’re sending a press release to a journalist at The Guardian, mention a similar story they’ve covered to make your pitch feel relevant.
Final Thoughts
Choosing the right media outlets in Nigeria ensures your press release reaches the right audience.
Focus on matching your story to the outlet’s focus, whether it’s national news, regional stories, or niche industries.
A well-targeted pitch stands a much better chance of securing media coverage.
Let me know if you’re ready for Article 3 or want any tweaks here!
