Whether your company is embarking on its overseas expansion or solidifying its presence in foreign markets, crafting compelling press releases is essential for conveying your company’s voice, capturing international attention and promoting your brand or product image.
For Chinese companies venturing abroad, there are two primary public relations (PR) strategies to consider. One option is to outsource the entire PR process—from drafting press releases to distribution—to a professional PR agency. This approach ensures a cohesive and professional brand image, though it comes with a higher cost.
Alternatively, most companies, especially those in the early stages of overseas expansion or already established in local markets, prefer to draft their own press releases and then engage a PR agency for review and distribution. In this case, the PR agency primarily serves as a distribution channel. This method reduces overall costs but places a greater emphasis on the company’s English writing skills.
From new product launches to significant strategic moves, corporate events, accolades, and executive appointments, the themes and types of press releases vary widely when your company ventures into different markets. However, they share common elements. Regardless of the strategy or topic, an outstanding English press release should always include:
A direct opening statement
A concise news summary
A clear logical structure
Comprehensive key information
Landelion has summarized a practical Messaging “Golden Standard” for different themes and types of English press releases:
Topic 1: New Product Teaser/Launch – News Fact + Product Details
1. Key announcement: Clearly introduce the launch date and location in the first paragraph, as this is the most critical part and the only section that the media typically reads.
2. Product details: Delve into the product’s features, rationale behind its creation, the consumer pain points it addresses, and how it stands out from competitors.
3. Credibility boost: Incorporate quotes from company spokespersons to add authenticity, if permitted.
Topic 2: Significant Strategic Moves or Milestones – Dynamic Outcomes + Strategic Reasons + Short-Term & Long-Term Benefits
1. Strategic moves: Detail any strategic changes, such as market entry, investment plans, mergers, partnerships, or transactions.
2. Strategic intentions: Explain the underlying strategic reasons for these moves.
3. News impact: Highlight the implications for the company, market, and public through interviews or quotes from spokespersons, along with projections for future achievements.
Topic 3: New Leadership Appointments – Appointment Facts + Executive Background + Unique Contributions
1. Appointment facts: Mention the name, position, and start date of the new appointee.
2. Professional background: Outline the individual’s career history, expertise, and unique strengths, indicating potential contributions to the company.
3. Prospects for collaboration: Express optimism about the new leader’s role in fostering growth and reinforcing the company’s performance and industry standing.
Topic 4: Corporate or Product Honors – Award Facts + Award Description + Reason for Winning
1. Award facts: Specify the award name, date received, and category.
2. Award prestige: Describe the authority of the award to bolster the company’s credibility.
3. Reason for winning: Use this opportunity to showcase the excellence of your company, products, or services.
4. Contextual background: Provide relevant background information, such as the purpose of the award. For instance, if receiving an award for promoting a zero carbon footprint, explain the broader efforts in environmental protection to demonstrate long-term planning and impact on sustainable development, thereby reinforcing the competitive edge of the company’s brand or products.
In today’s interconnected world, the overseas expansion of Chinese B2B companies involves more than just exporting products and technologies; it also entails spreading culture and values. Ensuring that communication is comprehensive and accurate helps build a positive brand image in international markets.