Mastering Japanese press releases: a comprehensive guide for your business

Are you trying to make your business successful in Japan? A press release is a great way to achieve that. But there are things you need to know to avoid failure.

Creating an effective press release in Japan requires understanding the local media landscape, cultural nuances, and the expectations of Japanese audiences. 

Without further ado, let’s dive into the ins and outs of press releases in Japan.

Benefits of using Japanese press release for your business

Here is a summary of the benefits of using a press release distribution service:

1. Instant exposure 

The main reason to use a press release is to gain instant exposure. Unlike other channels such as SEO or social media organic growth, a press release can provide immediate exposure and traffic from relevant websites.

2. Access wide range of audience 

I am often asked which industries are suitable for press releases in Japan. There is no definitive answer, but here is a list of industries where press releases can be beneficial:

• Software
• Applications
• Clothing and Fashion
• Entertainment
• Food and Beverage
• Health and Fitness
• PaaS
• IoT
• Education and Courses
• Language Learning
• Industrial Business
• Home and Garden
• Events (online and offline)
• Nonprofits
• Government
• Social Activities
• Art (paintings, digital art)

While I mostly help IT companies, other industries can also benefit from press releases. The list is not exhaustive; if you want to know whether your industry can make use of it, feel free to contact me, and I will help evaluate if it is the right fit.

3. Chance of redistributed to more websites 

A significant benefit of using a press release is the potential to be featured on multiple websites. The basic process is as follows: there are several reputable press release distribution websites in Japan.

You select one and start writing your press release. Once the content is ready, upload it to their dashboard, do a final check, and publish it. You’ll also need to set preferences such as your industry, distribution timing, and the types of media you want to notify.

Once your press release is published, it will be available on the press release website with its unique URL. It is almost guaranteed (unless you break their guidelines and rules) that your press release will be published there.

However, it is not guaranteed how many other websites will pick up your press release. Selected media will receive a notification about your press release, but it is up to them whether they list it. This is why you need a press release that is newsworthy and valuable.

4. Potential to be featured in newspaper or TV

There is a chance that your press release will attract significant interest from newspapers or TV companies. When this happens, they may reach out to you using your provided contact details.

Many wish to be featured for the exposure boost, but it is not easy to be picked. You can’t just throw a press release script and hope for the best. You need a well-crafted strategy to make your press release appealing to specific media outlets.

You shouldn’t target media outlets in general because each outlet has its own scope of interest. I suggest defining your goal as clearly as possible. It is best to imagine which specific media outlets (such as certain newspapers or TV channels) should be interested in your press release.

Once you have a clear goal, do the research to understand what these outlets tend to feature. You should also have a good understanding of their audience profiles. They want to provide content that their audience will love, so create something that resonates perfectly with their target audience.

5. Building online presence in Japan    

Apart from gaining exposure on reputable websites in Japan, you can also build upon your branding in the Japanese market. Having a press release can give a professional impression to your potential customers.

Customers almost always compare your business with competitors, whether you like it or not. When that happens, you need as many elements as possible to enhance your credibility. One of these elements can be a press release.

When you sell your product in Japan, there will be occasions where you are compared to your competitors in your country. It is unlikely your competitor will make an effort to issue a Japanese press release. This gives you an edge and increases your chances of winning customer trust.

In other instances, you will be compared to Japanese competitors, which can happen more often. When that happens, you are at a disadvantage if you don’t have a press release, as your Japanese competitors might have theirs. They have more online presence and authority.

Press releases help you build your online presence and signal that you take your expansion into the Japanese market seriously.

How to Make a Great Japanese Press Release?

Creating an effective press release in Japan requires understanding the local media landscape, cultural nuances, and the expectations of Japanese audiences. Here’s how you can craft a compelling Japanese press release:

1. Identify the Goal

Before you start writing, clarify the primary objective of your press release. Are you announcing a new product, a significant partnership, an event, or a milestone achievement? Your goal will shape the content and structure of your press release.

• Example: If your goal is to announce the launch of a new product, your press release should highlight the product’s unique features, benefits, and availability. But don’t stop there. Just talking about features of your product does not make your customers want to have it. They need to understand why they need your product. Communicate their issue and how your product can solve it. For instance, explain how your product addresses a common pain point or improves their daily lives, making it indispensable.

2. Find the Customer

Understanding your target audience is crucial for tailoring your message. In Japan, consumer preferences and behaviors can differ significantly from those in Western markets. Conduct market research to identify who your customers are, what they value, and where they get their information.

• Example: If you are targeting young professionals in Tokyo, consider their interests, media consumption habits, and the type of language that resonates with them. Direct translation of your script from English often falls short. Ideally, you should involve a Japanese professional who understands the local market intricacies. Additionally, the more detailed your customer persona, the more effective your strategy will be. Having a clear picture of your ideal customer also streamlines communication across different departments and partners, ensuring everyone is aligned and focused.

3. Start with a Strong Hook

The opening of your press release should grab the reader’s attention immediately. A compelling headline and an engaging lead sentence are essential to pique interest.

• Example: Innovative Tech Startup Revolutionizes Work-from-Home Experience with New AI Product” – This headline can attract attention due to its relevance and promise of innovation, but only if your audience is interested in that topic. Remember, one hook point works for a specific group of people but not for others. It’s all about how familiar and relevant it sounds to your target persona. A good rule of thumb is to avoid focusing solely on your product. Instead, speak in a way that makes your audience feel you are addressing their needs. A great way to do this is by succinctly communicating how your product makes your customers’ lives easier.

4. Make a Story

Japanese audiences appreciate narratives that are both informative and engaging. Craft a story around your announcement that includes the background, development process, and the impact of your news.

• Example: Instead of simply stating that your company has launched a new product, tell the story of how the idea was conceived, the challenges faced during development, and how the product will improve the lives of your customers. In an era where AI technology can generate content, what sets you apart is your unique experience. Share why you started your business and what your dreams are. It’s essential for customers to feel a connection to you, not just your product. Build an interpersonal connection by sharing personal stories, especially difficulties you’ve overcome. Don’t try to appear perfect—nobody can relate to someone who is flawless. Show your humanity; acknowledge your failures and your determination to keep going. People want to hear your story, and that authenticity will inspire them and spark their interest in your business.

5. Make it Personal

Personalization helps build a connection with your audience. Include quotes from key people involved, such as company executives or customers, to add a human touch to your press release.

• Example: Try something like, “Our CEO, Hiroshi Tanaka, shares, ‘We developed this product with the Japanese consumer in mind, prioritizing ease of use and reliability. We’re thrilled to bring this innovation to our customers.’” This quote not only personalizes the story but also conveys the company’s commitment to its audience. Including quotes from someone in your company who has put their heart into the project adds authenticity and depth to your press release. Additionally, including an image of the person quoted can dramatically enhance the relatability of the content. 

By following these guidelines, you can create a Japanese press release that is not only informative but also resonates deeply with your audience, increasing your chances of success in the Japanese market.