How to Write a Press Release in Nigeria: Step-by-Step Guide

Publishing a press release is one of the most effective ways for Nigerian businesses and brands to get media coverage. But many business owners and marketers write press releases that never get picked up not because their news is not newsworthy, but because the release itself is poorly structured. This guide breaks down exactly how to write a press release that Nigerian journalists and editors will actually read, and includes a template you can adapt for your own brand. What Is a Press Release? A press release also called a news release or media release is an official written statement that a company or individual sends to the media to announce something newsworthy. It is written in a journalistic style so that an editor can publish it with minimal editing. Think of it as a news story written about yourself, in the third person, on behalf of your brand. In Nigeria, press releases are submitted to online news platforms, print newspapers, broadcast stations, and media blogs. When well-written, they can earn you coverage in publications like Vanguard, BusinessDay, The Guardian Nigeria, TechCabal, Nairametrics, and many others. When Should You Write a Press Release? Not every piece of internal news deserves a press release. Reserve press releases for genuinely newsworthy announcements. Common triggers for Nigerian businesses include: • A product or service launch • A new business opening or expansion into a new market • A significant partnership or contract win • A funding round or investment announcement • An award, certification, or recognition • A major company milestone (anniversary, revenue figures, user growth) • A response to a crisis or public issue affecting your industry • Appointment of a new executive or board member The Standard Press Release Structure Every professional press release follows the same basic structure. Mastering this format is the single most important thing you can do to improve your chances of media pickup. 1. Headline Your headline is the most important line in your press release. It should be clear, specific, and written in active voice. Nigerian journalists receive dozens of releases per day a weak headline means yours gets deleted unread. Write the headline as if it is the title of a news story. Avoid corporate jargon and superlatives like 'world-class' or 'leading.' Instead, lead with the actual news. Example of a weak headline: 'XYZ Company Announces Exciting New Development' Example of a strong headline: 'Lagos Fintech Startup Raises $2M Seed Round to Expand Credit Access Across West Africa'. 2. Dateline The dateline appears at the start of the first paragraph and identifies the city of origin and the release date. For Nigerian press releases, the format is typically: LAGOS, Nigeria [Date]. This signals to editors where the story originates. 3. Lead Paragraph (The Inverted Pyramid) Your first paragraph must answer the five Ws: Who, What, When, Where, and Why. This is called the inverted pyramid approach put the most important information at the top, because editors cut from the bottom. If a journalist only reads your first paragraph, they should already understand the full story. 4. Body Paragraphs The body expands on the lead paragraph with supporting details, context, and quotes. Include one or two quotes from a company spokesperson, founder, or relevant executive. Quotes humanize the story and are often the only part a journalist will lift directly into their article. Keep each paragraph to two or three sentences. 5. Boilerplate The boilerplate is a short, standardized paragraph at the end of every press release that describes your company. It should include what your company does, where it operates, and when it was founded. This stays consistent across all your press releases and saves editors from having to research your background. 6. Contact Information Always include the name, email address, and phone number of a media contact — ideally your PR manager or communications lead. Nigerian journalists work on tight deadlines and need to reach a real person quickly for quotes, clarification, or images. Common Mistakes Nigerian Businesses Make • Writing in marketing language instead of journalistic language; a press release is news, not an advertisement • Burying the news: journalists will not dig through four paragraphs to find your actual story • Missing contact information: editors who cannot reach you will move to the next release • Sending a release with no actual news: 'company updates website' is not a press release • Forgetting the boilerplate; editors need to know who you are without doing research Final Tips Before You Send Always proofread your press release because spelling errors and grammatical mistakes reduce credibility instantly. Send your release as plain text in the body of the email, not as an attachment. Nigerian journalists are unlikely to open unsolicited Word documents or PDFs. Use a clear subject line: 'PRESS RELEASE: [Your Headline]'. And if you want guaranteed placement without the uncertainty of journalist response, consider using a professional press release distribution service that places your story directly on verified media platforms. Ready to distribute your press release across Nigeria and Africa? Beta Digitals PR offers guaranteed press release distribution starting from N35,000. Visit pr.betadigitals.com to get started.