Want to get your company’s news out there in the Philippines? A well-crafted press release is your ticket. But just writing one isn’t enough, you need to make sure people actually see it! This guide will show you how to write, distribute, and promote your press release to capture the attention of Filipinos and boost your brand.
Understanding the Philippine Media Landscape
Before you even start typing, it’s super important to know who you’re talking to. The Philippines has a diverse media scene. You’ve got big national newspapers like the The Philippine Star & Philippine Daily Inquirer, popular television networks such as ABS-CBN and GMA Network, and a ton of radio stations. Oh, and don’t forget the explosion of online news sites and blogs. Getting to know these different platforms will help you aim your press release at the right audiences but also what your format will be.
It’s not just about knowing the names of the outlets, it’s knowing their audience. A business magazine will have a different tone and focus than a tabloid. Getting to know the demographics, interests, and language preferences of their readers/viewers/listeners is crucial. For example, research indicates that social media use is extremely high in the Philippines, with Filipinos spending a significant portion of their day on platforms like Facebook and TikTok. This also informs your PR campaign and where to allocate your attention.
Crafting a Press Release that Resonates with Filipinos
Okay, so you understand the playing field. Now, let’s talk about the actual press release. Think of it as a written invitation to learn about your company. It should be clear, concise, and captivating.
Headline: Make it Pop! Your headline is the first (and maybe only) thing people will see. It needs to grab their attention immediately. Instead of a generic “Company X Launches New Product” try something more engaging like “Filipino Startup Solves Traffic Woes with Innovative App.” Or something like “Local Bakery Reinvents the Pandesal and Filipino Breakfast Scene”. Injecting local context makes it instantly more relatable. A good headline includes keywords related to your business and product. Use online headline analyzers which give you tips on writing better headlines.
The Lead: Get to the Point. The first paragraph is your chance to hook the reader. Answer the five W’s (Who, What, When, Where, Why) and How right away. Don’t bury the important information. Let’s say a new eco-friendly clothing brand launches: “Manila, Philippines – launched today, a sustainable clothing line utilizing locally sourced materials, aiming to reduce the fashion industry’s environmental impact in the Philippines.”
Body: Provide Value. Expand on the lead with details, quotes, and data. But keep it focused. Avoid industry jargon that Filipinos might not understand. How does your product or service benefit Filipinos directly? What problems does it solve? If you’re launching a new mobile app, highlight how it makes life easier for Filipino commuters or entrepreneurs. According to a Statista report, mobile penetration is very high in the Philippines, so they can readily adopt the apps. You can even include how it’s more affordable. If you’ve got a compelling story, tell it. A local founder who overcame challenges to launch a successful business? That’s gold. Don’t be afraid to humanize your company.
Quotes: Add Personality. Include quotes from key people in your company – the CEO, the product manager, even a satisfied customer! Quotes add credibility and make your press release more engaging. A good quote isn’t just repeating information, it provides insight or emotion. “We’re thrilled to bring this innovative solution to the Filipino market,” says , CEO of . “We believe it will empower Filipinos to and contribute to .”
Call to Action: Tell Them What to Do. Don’t leave readers hanging! Tell them what you want them to do next. Visit your website? Download your app? Attend an event? Make it clear and easy. “Visit to learn more and download the app” or “Join us for the launch event on at .” Make this visible within the body of your press release, or immediately after.
Boilerplate: Who Are You? At the end of your press release, include a short paragraph about your company. This is called the boilerplate and it provides context for journalists and readers who may not be familiar with your brand. Keep it concise and focused on your mission and values. For example: ” is a Filipino-owned company dedicated to providing innovative solutions for challenges. We are committed to and empowering Filipinos to .”
Building Your Media List: Who to Contact
Now that you’ve written an awesome press release, you need to get it into the hands of the right people. This means building a media list – a list of journalists, bloggers, and influencers who cover your industry in the Philippines. Don’t just blast your press release to everyone. Target your outreach to those who are most likely to be interested in your story.
Research, Research, Research. Start by identifying the media outlets that cover your industry in the Philippines. Read their articles, watch their shows, and listen to their podcasts. Pay attention to the journalists and bloggers who are writing about your competitors or similar topics. Look for people actively engaged in your brand’s industry on online Philippine forums and social media groups like Facebook and LinkedIn.
Find Contact Information. Once you’ve identified potential contacts, find their email addresses and phone numbers. You can often find this information on the media outlet’s website or through LinkedIn. There are also several online tools that can help you find journalist contact information.
Segment Your List. Don’t send the same press release to everyone on your list. Segment your list based on the journalist’s beat, the media outlet’s audience, and the language they use (English vs. Filipino). This will help you tailor your pitch and increase your chances of getting coverage.
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Respect Their Time. Journalists are busy people. Don’t bombard them with emails or phone calls, and adhere to Philippine Standard Time. Remember they’re likely getting emails earlier than you due to time zones. Provide them with all the information they need upfront, and make it easy for them to contact you if they have questions.
Distribution Channels: Getting the Word Out
You’ve got your press release, you’ve got your media list. Now it’s time to distribute! You have a few options here:
Direct Email. This is the most personalized approach. Send your press release directly to the journalists on your media list. Write a short, compelling email pitch that explains why your story is relevant to their audience. Be sure to personalize each email – don’t just send a generic blast.
Press Release Distribution Services. Companies like PR Distribution and PR Newswire can distribute your press release to a wider audience, including news outlets, bloggers, and influencers. While this can be effective, it’s important to choose a service that has a strong presence in the Philippines.
Social Media. Share your press release on your company’s social media channels. Use relevant hashtags to reach a wider audience. Consider creating a visually appealing graphic or video to accompany your post.
Your Website. Post your press release on your company’s website newsroom. This makes it easy for journalists and customers to find your latest news.
Philippine-Specific Online Platforms: Don’t forget to use platforms like Rappler and other local news sites.
Optimizing for Search Engines (SEO): Making Your Press Release Discoverable
Even if journalists don’t pick up your press release, it can still benefit your brand. By optimizing it for search engines, you can make it easier for potential customers to find you online.
Keywords: Use relevant keywords throughout your press release, especially in the headline and first paragraph. Think about the words that people would use to search for your product or service.
Links: Include links to your website and other relevant pages within your press release. This will help improve your search engine ranking and drive traffic to your site.
Meta Description: Write a compelling meta description for your press release. This is the snippet of text that appears in search engine results, so it’s important to make it engaging and informative.
Image Optimization: If you include images in your press release, be sure to optimize them for search engines. Use descriptive file names and alt text to help search engines understand what the images are about. Don’t forget to ensure they are high resolution to be compatible with news sites!
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Following Up: Building Relationships
Don’t just send your press release and forget about it. Follow up with the journalists on your media list to see if they have any questions or need any additional information. This is a chance to build relationships and increase your chances of getting coverage.
Be Polite and Persistent. Don’t be pushy, but don’t be afraid to follow up a few days after sending your press release. A short, polite email or phone call can go a long way.
Offer Exclusives. If you have a really big story, consider offering an exclusive to a specific journalist. This can be a great way to get significant coverage in a top-tier media outlet.
Be a Resource. Even if a journalist doesn’t cover your story this time, try to be a helpful resource for them in the future. Offer to provide expert commentary or connect them with other sources.
Philippine Cultural Sensitivities tip: Be aware of Filipino values like pakikisama (harmonious relationships). Maintaining a positive and respectful tone can strengthen your journalist relationships.
Leveraging Filipino Influencers
Filipino influencers wield significant power in shaping opinions and trends. Collaborate with relevant influencers to amplify your press release. This is especially the case when you promote a local product.
Micro-Influencers: Don’t only look for the influencers with millions of followers. Micro-influencers tend to have a higher engagement rate because they are seen as more authentic, therefore their followers are more likely to believe in the products/services.
Long-term partnership: Establishing long-term partnerships with influencers is more effective than one-off campaigns. This will build trust and credibility with their audience.
Incorporating Filipino Culture and Language
When crafting your press release, consider incorporating Filipino culture and language to make it more relatable to the local audience. After all, this is a core concept for your communications strategy.
Use Filipino language: Translate your press release into Filipino or Taglish (a mix of Tagalog and English) to reach a wider audience.
Cultural References: Including relevant cultural references, such as popular Filipino traditions or events, can make your press release more engaging.
Address local issues: Focus on how your product or service addresses local issues or contributes to the betterment of Filipino society.
Measuring Success: Tracking Your Results
Once your press release is out there, it’s important to track your results to see what worked and what didn’t. This will help you improve your future press release efforts.
Media Mentions: Track the number of times your company is mentioned in the media. This will give you a sense of how much coverage your press release generated.
Website Traffic: Monitor your website traffic to see if your press release drove any new visitors to your site.
Social Media Engagement: Track the number of shares, comments, and likes your press release receives on social media.
Sales and Leads: Ultimately, the goal of a press release is to generate sales and leads. Track these metrics to see if your press release had a positive impact on your bottom line.
Legal Considerations
While promoting your business, its important to be aware of legal and ethical practices.
Data Privacy Act: Be sure to comply with the Philippine Data Privacy Act when collecting and using personal information of journalists and influencers.
Truthful Statements: Ensure that all statements made in your press release are truthful and accurate.
FAQ Section
What is the best time to send a press release in the Philippines?
The best time to send a press release in the Philippines is typically between 9:00 AM and 11:00 AM Philippine Standard Time (PST) on weekdays. This is when journalists are most likely to be checking their email.
How long should a press release be?
A press release should ideally be one to two pages long, or around 400-500 words. Keep it concise and focused on the key message.
How much does it cost to distribute a press release?
The cost of distributing a press release can vary depending on the distribution service you use. Some services offer free distribution, while others charge a fee. Paid services typically offer wider distribution and better targeting options.
What is the difference between a press release and a media advisory?
A press release is a news announcement that is sent to journalists and other media outlets. A media advisory is a shorter announcement that is sent to journalists to alert them to an upcoming event or news conference.
Is it okay to follow up with journalists multiple times?
It’s okay to follow up with journalists once or twice, but don’t be too persistent. Respect their time and avoid bombarding them with emails or phone calls.
How frequently should I publish a press release?
Only publish a press release when you have legitimate, newsworthy content. As a guide, you could publish one to three times at most in a month. Prioritize value over quantity.
What should I do if my press release doesn’t get any media coverage?
If your press release doesn’t get any media coverage, don’t be discouraged. Try to learn from the experience and improve your future press release efforts. Consider reaching out to journalists directly, offering exclusive content, or exploring other marketing channels.
References
Statista. (Various Reports on Internet and Mobile Usage in the Philippines)
Philippine Data Privacy Act of 2012.
Ready to see your company’s name in the Philippine news? Don’t let your story sit on the sidelines. Take action today! Start crafting a compelling press release, building your media list, and reaching out to journalists and influencers. The Filipino market is waiting to hear from you. Remember, effective communication will help you achieve your business goals! Contact us for assistance to help you improve your message.
