Introduction
When foreign companies aim to enter the Japanese market, press releases become a crucial tool for increasing brand awareness and attracting media attention. However, to distribute press releases effectively, creating a suitable media list is essential. This article provides a detailed guide on creating an effective media list, selecting target media, and gathering information sources, with specific examples to help foreign companies succeed in the Japanese market. Additionally, we will introduce websites that provide useful information for creating media lists in Japan.
Creating an Effective Media List
1. Clarify the Purpose of the Media List
Before creating a media list, it is crucial to clarify its purpose. The content and types of media included in the list will vary depending on the goal. For example, the goals could include announcing a new product, promoting an event, or reporting on company performance.
Example: If the goal is to announce a new product, target technology-related media and consumer lifestyle media.
2. Organize Necessary Information
An effective media list should include the following information:
- Media Name: The official name of the media outlet
- Contact Information: Names, email addresses, and phone numbers of reporters or editors
- Target Segment: Information about the media’s audience or viewership
- Content Type: Types of press releases suitable for the media
Example: Use Excel or Google Spreadsheets to create a media list in the following format:
| Media Name | Reporter Name | Email Address | Phone Number | Target Segment | Suitable Content |
|---|---|---|---|---|---|
| TechCrunch Japan | Taro Tanaka | tanaka@example.com | 03-1234-5678 | Technology, Startups | New product announcements, technology-related |
| Nikkei Newspaper | Hanako Yamada | yamada@example.com | 03-2345-6789 | Economy, Business | Performance reports, company news |
| CNET Japan | Ichiro Suzuki | suzuki@example.com | 03-3456-7890 | Technology, Consumer Electronics | New product announcements, reviews |
3. Classify Media
Classify the media included in the list and set priorities based on the following criteria:
- Influence: Media with a large readership or viewership should be prioritized.
- Relevance: Media related to the company’s products or services should be prioritized.
- Credibility: Media with high credibility are important for enhancing brand trust.
Example: Classify media like TechCrunch Japan (high influence, high relevance), Nikkei Newspaper (high credibility), and CNET Japan (high influence) based on their characteristics.
4. Regular Updates and Management
It is important to regularly update and manage the media list. Quickly reflect any new media additions or contact changes. Using specialized tools or software can make management more efficient.
Example: Review the media list every six months and add influential blogs or podcasts. Update contact information promptly when changes occur.
Selecting Target Media
1. Identify the Target Audience
First, clearly identify the target audience. Understand consumer behavior and interests in the Japanese market to determine the most suitable media.
Example: For a health product targeting seniors, select specialized magazines for seniors and health-related websites.
2. Research Media
Research media suitable for the target audience using the following methods:
- Online Search: Use keywords related to the industry or market to search for relevant media.
- Media Databases: Use media databases like Cision or Meltwater to obtain detailed media information.
- Industry Reports: Refer to reports and surveys related to specific industries to identify influential media.
Example: For a new technology product announcement, search for “technology media Japan” and add media like TechCrunch Japan and CNET Japan to the list.
3. Evaluate Media Influence and Credibility
Evaluate the influence and credibility of the researched media. Consider factors such as readership or viewership, media credibility, and past reporting to narrow down the target media.
Example: Evaluate major Japanese newspapers, magazines, and online media, prioritizing those with large readerships and high credibility.
4. Focus on Specialization and Relevance
Prioritize media specializing in the relevant industry or market. This ensures effective reach to the target audience by focusing on specialized media.
Example: For a B2B technology product announcement, prioritize industry-specific magazines and technical online media.
5. Build Relationships with Media
Building relationships with media included in the list is also important. Regular contact and fostering trust can increase the likelihood of press release coverage.
Example: Send regular newsletters and invite journalists or editors to media events to strengthen relationships.
Useful Websites for Creating Media Lists in Japan
Here are some websites that provide useful information for creating media lists in Japan. Utilizing these sites can help in creating an effective media list.
1. PR TIMES
PR TIMES is a widely used press release distribution service in Japan. Here, you can view numerous press releases issued by various companies, which can help you understand the media landscape and gather relevant media information.
2. ValuePress!
ValuePress! is another popular press release distribution service in Japan. It hosts numerous press releases, making it easier to identify trends and gather information about relevant media.
3. Nikkei Media Data
Nikkei Media Data, provided by Nikkei Inc., offers information about major media related to the economy and business. It is a valuable resource for gathering reliable media information.
4. Asahi Shimbun Digital
Asahi Shimbun’s website provides the latest news and topics, where you can find contact information and understand the interests of journalists.
5. Mainichi Shimbun
Mainichi Shimbun offers detailed news and articles, which can be useful for gathering information to create your media list.
6. Yahoo! News
Yahoo! News covers a wide range of news genres and partners with many media outlets. By checking the sources of articles, you can gather information about relevant media.
7. Toyo Keizai Online
Toyo Keizai Online focuses on economic and business analysis, providing detailed articles. It is useful for collecting media information related to business.
8. Diamond Online
Diamond Online also provides extensive articles on economy and business, making it a valuable source for gathering relevant media information.
9. Jiji.com
Jiji Press’s website offers the latest news and detailed articles, useful for gathering information for your media list.
10. CNET Japan
CNET Japan provides technology-related news and reviews, making it suitable for creating a media list focused on technology.
Conclusion
Creating an effective media list can maximize the impact of distributing press releases. Here are the key points to remember when creating and managing a media list:
- Set Clear Goals: Define the goals of the press release and select media accordingly.
- Identify Target Audience: Understand consumer behavior and interests to select appropriate media.
- Research Media: Use online searches, media databases, and industry reports to research relevant media.
- Classify Media: Classify media based on influence, relevance, and credibility, and set priorities.
- Create Detailed Media List: Include media name, contact information, target segment, and suitable content in the media list.
- Regularly Update and Manage the List: Review the media list periodically and reflect any changes promptly.
- Utilize Information Sources: Use Japanese information source websites to gather reliable media information.
By implementing these strategies, foreign companies can effectively distribute press releases in the Japanese market and reach their target audience. Creating and continuously managing a suitable media list will enhance the success rate of press releases.
To Companies Aiming for Success in the Japanese Market
At PR MonoWaku, we provide press release distribution services on behalf of companies looking to distribute their press releases in Japan. Our services are specifically tailored for the Japanese market, delivered by experts who are native Japanese and understand the intricacies of the Japanese media landscape. We ensure your press releases are delivered in the most effective way, considering the unique characteristics of the Japanese market. Please contact us to achieve success in the Japanese market.