Submitting a press release shouldn’t feel like a guessing game, yet many brands struggle with avoidable mistakes that hinder visibility. Whether you’re a seasoned communications expert or a startup founder writing your first release, having a streamlined workflow can be the difference between media coverage and missed opportunity. With platforms like Pressdia offering simplified distribution to top Nigerian and pan-African outlets, the key lies in preparing and submitting your press release effectively. This guide walks you through the best practices for submission, optimization, and success, so you can get the most value from your press release campaigns this year.
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Why Streamlining Matters
Every press release represents an opportunity to build credibility, spark conversation, and generate leads. But rushed submissions, formatting issues, or poorly aligned content often result in low pickup or outright rejection. Streamlining your workflow saves time, ensures consistency, and improves your odds of being featured in reputable platforms like The Guardian Nigeria, Punch, Techpoint, or Vanguard. By integrating submission best practices into your routine, you reduce friction and improve results with every campaign.
Step 1: Clarify the Announcement’s Objective
Before writing a single sentence, clarify what your press release aims to achieve. Is it brand awareness? Product launch? Partnership announcement? Event promotion? Each objective shapes your angle, tone, and distribution bundle. For example, if you’re announcing a fintech launch, you might want to focus on pain points solved for Nigerian SMEs and target Techpoint, BusinessDay, or TechCabal via Pressdia’s tech bundle.
Step 2: Research Relevant Outlets and Audiences
Use Pressdia’s outlet guides to determine which media platforms align with your sector. For general business announcements, national dailies like Vanguard or The Guardian Nigeria are ideal. For sector-specific campaigns, consider health, tech, education, or lifestyle bundles. Create a reference chart for your team that matches types of announcements with the Pressdia bundles most effective for those needs.
Step 3: Write an Optimized, Clear Press Release
Effective press releases are concise, relevant, and tailored to the Nigerian context. Follow this proven structure:
- Headline: State the core news and its relevance. Example: “Lagos Startup Launches Payment Solution for SMEs”
- Subheadline (optional): Expand on the main benefit or outcome
- Lead paragraph: Answer the 5Ws within 40 words
- Body: Include background, data, and contextual insight
- Quotes: From founders, CEOs, or relevant stakeholders
- Bullet points: For quick feature highlights or impact stats
- Boilerplate: A brief about your company, hyperlinked to your website
- Contact: Full name, email, and phone number for follow-up
Avoid jargon. Use Nigerian-relevant language. Mention how your initiative affects Lagos, Abuja, or other regions where appropriate. Keep paragraphs short and ensure the document is plain text or doc format without embedded tables or unconventional fonts.
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Step 4: Prepare Multimedia Assets
High-resolution images, infographics, product visuals, and logos increase editorial interest. Ensure each image is labeled properly, under 2MB, and accompanied by captions. Upload these files in a zipped folder or attach them as specified on Pressdia’s order page. Multimedia not only adds visual appeal but improves shareability on social media.
Step 5: Select the Right Pressdia Package
On Pressdia’s, match your objective to the correct bundle:
- For tech startups: Popular African Tech News Platforms
- For wide national reach: African News Platform Bundles
- For lifestyle announcements: Lifestyle & Entertainment Bundles
- For healthcare, education, or finance: Use sector-specific bundles
Refer to Pressdia’s outlet list for each package to ensure key platforms are included. This approach reduces trial and error, and allows your budget to work harder.
Step 6: Fill the Order Form Correctly
Details matter. Ensure your headline, release date, and contact information are accurate. Upload the correct version of your press release and include all attachments. Avoid last-minute changes by preparing all components before opening the order form. Keep a checklist to confirm:
- Correct press release version
- Contact name and phone number
- Clear headline and subhead (no typos)
- Multimedia folder included
- Bundle selected matches announcement type
Step 7: Coordinate Collaborations for Amplification
Go beyond distribution. Coordinate with trusted platforms to extend your story’s reach. For example:
- For women-led or women-focused stories, collaborate with Talented Women Network to amplify visibility and share press highlights
- For stories with continental relevance or innovation, partner with Crest Africa to spotlight your initiative among Africa’s changemakers
- For media-driven narratives or storytelling features, engage Empire Magazine Africa to complement your announcement with thought leadership
Including these partners in your submission strategy builds organic momentum and supports stronger PR outcomes.
Step 8: Monitor Coverage and Track Results
Once your press release is distributed, start tracking pickups. Use press monitoring tools or manual searches on Nigerian outlets. Set up Google Alerts for brand mentions. Check referral traffic on your website to identify spikes post-release. For every outlet that publishes your release, share the link on social media, tag the platform, and engage with the audience.
Step 9: Repurpose and Reuse
Turn published press coverage into blog posts, newsletter features, and social media threads. Use quotes from the press release in pitch decks or investor updates. Repurpose media links as credibility boosters on your website. A single release can generate weeks of content if leveraged properly.
Step 10: Review and Improve Your Workflow
After each campaign, evaluate:
- Did the bundle chosen deliver coverage aligned with your goals?
- Were any mistakes made in formatting, tone, or submission?
- What feedback did editors or partners give?
- How can your next release be more impactful?
Create a simple feedback loop for each release, so every submission gets stronger and more strategic.
Conclusion: From Submission to Success
Press release submission is not a one-off task; it is a repeatable workflow that, when optimized, builds your brand authority and media presence consistently. By following these submission best practices with Pressdia’s platform, Nigerian brands can improve press pickup, audience trust, and visibility where it matters most. For added amplification, collaborate with platforms like Talented Women Network, Empire Magazine Africa, and Crest Africa as part of your press strategy. Ready to streamline your next submission? Visit Pressdia and start today.