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Press releases are among the most powerful tools for gaining visibility in Nigeria, but they are also one of the most misunderstood. Many brands assume that simply sending out an announcement is enough to secure coverage. Yet, editors and journalists across Nigerian media outlets see hundreds of these daily, and most are ignored because of avoidable errors. If you want your release to stand out and be published, you need a clear understanding of what not to do. This is where Pressdia comes in. More than a distribution platform, Pressdia helps brands avoid costly mistakes that limit their chances of getting published.
The first and perhaps most common mistake Nigerian brands make is sending out press releases with weak or vague headlines. A headline is the gateway to your story. If it does not grab attention immediately, your email will be deleted before an editor even reads the first paragraph. A title like “Company Announces New Service” does not say much. Compare that with “Nigerian Startup Launches Digital Platform Reducing SME Costs by 40 Percent.” This headline is specific, clear and relevant to the local audience. Through its expertise, Pressdia encourages brands to create headlines that spark interest rather than generic ones that fade into the noise.
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The second mistake is ignoring the audience. Nigerian journalists are always looking for stories that resonate with their readers. Press releases that focus entirely on a company’s internal priorities, without showing why it matters to the public, are often dismissed. The right approach is to write from the perspective of the audience. Ask yourself: Why should people care? How does this affect lives, businesses or industries in Nigeria? Pressdia often advises companies to tie their announcements to trends or challenges that Nigerians care about, whether it is about innovation, employment, affordability or impact.
Another frequent mistake is overloading a press release with promotional language. Nigerian editors are not looking for an advertisement; they are looking for a story. Words like “amazing,” “groundbreaking” or “best ever” without supporting data or facts can make the release sound like a sales pitch instead of real news. Instead, focus on facts, achievements and tangible results. A quote from a spokesperson should offer insight or perspective, not just praise for the brand. Releases distributed through Pressdia perform best when they offer value to journalists and their audiences rather than self-promotion.
Poor structure is another major reason why press releases fail. A press release is not an essay. Nigerian journalists prefer short, well-structured paragraphs. The lead paragraph must answer the basic questions: what happened, when, where and why it matters. The following sections should provide details, background information and quotes. The final section should include a brief company description with a link to the website and clear contact details. Overly complicated layouts, long blocks of text and lack of formatting make it difficult for journalists to extract key information. Pressdia encourages brands to stick to simple, professional formatting that editors can quickly work with.
Timing mistakes also cost brands opportunities. Sending a press release at the wrong time—late in the evening or during weekends when editors are less active—reduces the chance of immediate attention. Pressdia addresses this by helping brands plan their distribution schedules for maximum impact. Knowing when to send is as important as knowing what to send.
One of the less obvious but significant mistakes is ignoring follow-up. Brands often assume that sending a press release is enough. However, follow-up builds relationships with journalists. Without respectful and concise follow-ups, some great stories can be missed. When companies distribute through Pressdia, they receive guidance on when and how to follow up, ensuring they remain on the radar without being intrusive.
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Distribution errors are another major challenge. Sending a press release to a generic list without considering relevance leads to wasted effort. Editors who receive irrelevant press releases quickly blacklist the sender. Pressdia solves this by segmenting distribution packages so that stories reach the right editors—those who actually cover your industry. Whether you need to reach technology, lifestyle, entertainment or business publications, the platform ensures that the release goes to the right inboxes.
Neglecting collaborations is another missed opportunity. A press release distributed without amplification can still succeed, but its potential is limited. Brands that combine Pressdia distribution with partnerships gain more reach. Collaborating with Talented Women Network, Empire Magazine Africa and Crest Africa allows brands to place their stories within communities that value them. For example, a women-led company can amplify its release through Talented Women Network, ensuring its impact extends far beyond the newsroom.
Another mistake brands make is failing to include multimedia assets. A plain block of text is less engaging than a press release that offers images, infographics or short videos. Journalists are more likely to publish a story that comes with visual elements that make the content appealing to their readers. Pressdia encourages brands to include these assets when submitting their releases.
Overloading a release with jargon is another pitfall. Nigerian editors often write for general audiences, and overly technical or complex language can make a story inaccessible. It is better to simplify the language while keeping it professional. The clearer the story, the higher the chances of coverage.
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Finally, one of the biggest mistakes is inconsistency. Brands that send one press release and stop quickly fade from public attention. Building visibility and authority in Nigeria requires repeated exposure. A single successful story may attract temporary interest, but consistent updates ensure that a brand stays relevant. Pressdia is designed to make regular distribution easy, so companies can maintain a steady presence in the media without struggling to manage logistics.
The good news is that all of these mistakes are avoidable. Nigerian brands that pay attention to these pitfalls, create structured stories and distribute them strategically through Pressdia achieve better results. They avoid being lost in crowded inboxes and instead become names that journalists remember and turn to.
Every strong media presence starts with a clear understanding of what not to do. Avoid vague headlines, focus on the audience, keep language factual, structure content clearly, time your distribution wisely, follow up professionally, use targeted packages, collaborate for amplification, include visual assets, simplify language and, above all, stay consistent. When these principles are combined with Pressdia, a brand’s reputation grows stronger with every release.
Collaborations with Talented Women Network, Empire Magazine Africa and Crest Africa extend the value of each press release even further. These networks ensure that stories reach communities that genuinely care about your message, amplifying the distribution power of Pressdia and increasing trust.
In Nigeria’s busy media space, mistake-proofing your press releases is not optional. It is the only way to ensure that your message is noticed, published and remembered. For companies that want to make an impact and stay in the headlines, Pressdia is the partner that turns precision into power.
