A press release is one of the key tools that helps companies build their brand image at an extremely low cost and gives maximum reach. Informational press releases spread far and wide attracting more customers and investors to potential businesses.
What makes a press release as informative and newsworthy? Keep in mind these key points.
1.Know who are your readers and what will they be interested to read in your press release.
2.If you are targeting potential investors, highlight the successful models, advancements made and check how good the top line is to impress them.
3.If you are facing a crisis such as product recall, deficient services etc, a press release will be the ideal tool to ensure you appease the media and the masses at large.
Though companies in general stick to this time-tested formula, companies from non-English speaking countries 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 campaign.
Possessing the wrong attitude:
An open-minded, flexible approach and boundless patience for bureaucracy and ambiguity may help them to sustain in the Indian market.
Having the same kind of approach towards press releases as their own country may not necessarily help these companies to be well received by the media in India. They should be ready for any functional chaos and possess a positive attitude. Also, not immediately 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 campaign is to be executed in the Indian market is paramount. The title selected and the points to be projected in the press release should reflect the mindset of Indian people. This is where foreign companies face difficulty since they start working on the press release without completely understanding the mindset of both the journalists and the customers.
Language barrier and inapt formats:
Communication is important for any company, especially while venturing into the market of another country. Companies from non-English speaking countries face communication issues while interacting with Indian media especially while responding to their queries and when demanding redrafts of Press Releases. Also, the companies should not follow the same format they have used in their own country. The usage of words and the presentation styles are to be aptly prepared since the preference of people varies from place to place. Some press notes issued by foreign companies have four to five quotes whereas, in India, press notes allow only one or two quotes. Limiting the accumulation of quotes is important. Moreover, Indian media prefer quotes of personalities present during the Press Meet (Spokesperson or Indian representatives of the company) so that the information is more relevant to their audience.
Foreign companies should get their targets and investment plans right. Even though India is a country with large population, some of its people still live in poverty and many people belong to middle-class category, so companies investing in Indian market should not get their hopes too high or restrain themselves from outlining their plans appropriately.
India is one of the most price-sensitive markets in the world. So, learning the real size of Indian market and understanding the mentality of Indian people is a crucial part, especially when planning for press releases.
Not having the right controlling processes in place:
While planning for press releases, foreign companies should have swift execution in PR processes and ensure that they set up the company for success. Operating in a new overseas market is tough. Thus, companies should be careful while selecting their PR distributors (Press Release Distributors). They should also give a bit of free rein to the distributors to rephrase quotes, rearrange contents in the release, etc, without changing the meaning. Having a long drawn approval process delays response time thereby annoying the media.