“Culture is a framework in which we communicate”

How does this affect writing a press release? According to Gary Muddyman (a communications expert) the key is localization, which means the cultural and linguistic adaptation of products. Translating a press release into the respective language is the first step, localizing means going a step further as it considers the meaning the message is trying to convey and adapting it to evoke the same reaction as the original.

There have been numerous cases in the past were companies were trying to market their product, but didn’t consider cultural or linguistic differences. One example is the case of Pepsodent tooth paste who wanted to sell their products in South East Asia. They put special emphasize on the whitening effect of the tooth paste, but didn’t realize that the local chewed bethel nuts to blacken their teeth because they found this attractive. Had the heads behind the PR campaign investigated the cultural backgrounds they could have saved their client disappointment and money.

This example, although being end consumer oriented, shows how important it is to consider language, cultural and legal background when trying to market your products abroad.

“Culture is a framework in which we communicate” 

How does this affect writing a press release? According to Gary Muddyman (a communications expert) the key is localization, which means the cultural and linguistic adaptation of products. Translating a press release into the respective language is the first step, localizing means going a step further as it considers the meaning the message is trying to convey and adapting it to evoke the same reaction as the original. 

There have been numerous cases in the past were companies were trying to market their product, but didn’t consider cultural or linguistic differences. One example is the case of Pepsodent tooth paste who wanted to sell their products in South East Asia. They put special emphasize on the whitening effect of the tooth paste, but didn’t realize that the local chewed bethel nuts to blacken their teeth because they found this attractive. Had the heads behind the PR campaign investigated the cultural backgrounds they could have saved their client disappointment and money. 

This example, although being end consumer oriented, shows how important it is to consider language, cultural and legal background when trying to market your products abroad.

Going global

Today's world is an oyster and this doesn't only go for individuals but also for businesses and with all the information that is available it is important to be aware of your clients target market activities and feed this market with the right information. With a press release in printed or digital form your prospective clients are able to find your company and its products within moments, wherever on the globe. However it is crucial to use the right words in the age of search engine optimization.  

After finding the right words to place and market your product in your home county it may be time to shift the focus to foreign print media to attract attention and build credibility in order to get the ball roling in terms of expanding and making the world your firms oyster. /ins has diverse expertise on helping companies targeting the right media in foreign countries. Releasing in a trusted publication in a foreign country will almost instant supply you with a certain amount of credibility. The key to reaching your international audience is written communication because it’s the gate to instant information. This will further enhance credibility and expertise of your company. Targeting the right audience within the right news channel will result in an near to immediate response from possible customers.  

Everybody is moving closer together and it has never been easier to convey, distribute and source information. This can also be applied to the business to business world. /ins are experts in conveying your message, knowing your customers target market, hence giving you all the tools to successfully conquer your desired market.

I'm ready to try a press campaign, what do the media want from me?

You decided to communicate directly to trade media via a press release. One important thing to remember is that you address to the media and their readers. We conducted a small survey among the editorial teams to give you a better idea about the approach to engage in while writing the text.  

“Compact information for the readers”

According to Przemek Myszka, associate editor at the Baltic Transport Journal, the most important is the relevance and the concision of the information. If the topic of the release is a technical breakthrough or a new product, it is important to give some background information. How does this product constitute a novelty? What does it bring to the industry and regarding to the evolution of the market?

The readership of such industry-focused media consists of professionals who know their industry very well. Therefore, it is essential to keep the text neutral and informative without using a marketing tone. What you want is to be credible by bringing meaningful information instead of literally promoting your company as you would do in your customer magazine.   

Trade media welcome press releases

Globally, magazines and digital publications consider press releases as a valuable source of information as long as they meet the criteria developed in the previous section. “[They] bring inspiration and information about how companies act and develop their products”, claims Mogens Lay Larsen, editor of the Danish publication Jern og Maskinindustrien.  

Sending your text via a news provider, such as INS, has several advantages. First, news providers can help you finding the media who should find some interest in your press release: your press release must be sent to a well-targeted list of media in order to have all the chances to be published. Second, a news provider can advise you on the content of the press release, thereby ensuring that it meets all the requirements of the media.  

For all these matters, INS can support you: we can make the most of our continuous communication with the editorial teams and help you fulfill their needs. Furthermore, INS has become a recognized name: Mogens Lay Larsen asserts that “press releases sent by INS are precise, good and informative”.  All of this will contribute to the success of your press campaigns.  

Should you need further information about press releases, please get back to us, we will gladly bring you an answer!

Trade press publications on the rise

Despite the general trend of giving up on press campaigns, trade media continue to benefit from an enthusiasm from its readers. Trade media is not just about printed magazines. Trade media is also interested in sharing news with their readers in real time and they do it through their internet portals as well as by electronic newsletters that are sent in a more regular basis than their printed issues are.

Recent studies made in France revealed that magazines and websites devoted to specific industries are considered as reliable and as an ideal tool for building a reputation.

Why?

Because the topics are so specific that the journalists must know something about them.

In France especially and even though the competition from the Internet slowly grows, the titles that truly focus on a particular industrial sector remain strong because they are the only reliable sources, being the only ones able to provide their readers with the information they need.

A few figures about the situation in France: in 2010, trade media accounts for 30 % of the total amount of media available quite stable since 2006).

Save money, use /ins

Print and digital media remain an important supporting leg to inform about products and services. There are ten good reasons why trade media is such an important tool for any company:

• If you want to reach your target group without wastage.
• You want to grab the decision makers of your industry.
• You are looking for the suitable environment to argue your product convincingly.
• When it is about readership who buys.
• If it is related to your organisation’s image.
• You want to support your sales team.
• Increase of your customer base.
• If it is about the credibility of your product.
• You are seeking competence.
• You would like an affordable way to advertise within your target group.

Comparing the cost of traditional advertising which will place your message in one magazine over two or three editions, /ins can undercut this price by two thirds. This will not only save you money but also get your message across in numerous trade publication and reach countless more potential customers.

Campaign with Confidence!

"Working with INS has been a positive business experience that has added value to our marketing effort" says David Ingham, Vice President Sales & Marketing, Walki Group. "We worked with INS on a number of press campaigns during 2011 and saw the benefit of their extensive experience; reflected in the efficiency, cost effectiveness and results of the campaigns they managed for us"