Unlocking the essence of a successful Japanese press release localization requires a delicate blend of patience, insight and appeal.
Entering a new market can feel daunting. The uncertainties of presenting a foreign brand image in unknown territory adds to this challenge. This may be especially the case for SME companies with limited budgets to risk, especially in markets that are challenging business environments for foreign companies, such as Japan1.
When tackling this challenge, the most evident solution is to distribute a press release to inform the locals about all the great features of one’s product or service, but this isn’t as simple as it might sound. This article will explore some of the nuances of press release content strategies for localization in Japan, as it raises intriguing questions about the impact of timing, modification of globalized material to entice local readers, and the know-how to implement a strategy utilizing expert insiders to guarantee successful pickup.
It is a common practice for companies to time a globally synchronized press release. Delving into whether patience with a delayed release enhances communication quality and cultural resonance introduces a compelling theme central to successful international strategies. This discussion sets the stage for a deeper examination of the strategic choices companies face when navigating Japan’s distinct market dynamics.
While a translation of a global press release is an essential starting point, the true essence of effective localization extends beyond linguistic accuracy. Not just with regards to Japan, but to genuinely resonate with a target audience in any specific region, insights from local experts in the pertinent field are indispensable. These experts can work with the local Press Release copywriters to provide content that can be easily absorbed and encourage engagement from readers.
Understanding the nuances of Japan’s cultural preferences, societal values, and industry norms can allow a global business to translate their messaging in a way that not only speaks the local language but also appeals to their audience on a deeper, more meaningful level. The final and most crucial step to ensuring that a press release resonates is to focus on reaching the most receptive audience, and by extension, the most appropriate media channels.
In Japan, Patience is a Virtue for Press Release Distribution
Focusing on the timing of a localized Japanese press release to be perfectly synchronized with a global publication is a common error held by many global companies entering the market. Although there are occasional benefits to such an action, from ShapeWin’s lengthy experience in Press Release localization2, publicizing an international press release simultaneously across all markets should not be a PR team’s primary focus.
But let’s start with the benefits of simultaneous article release, and try to unravel why many global clients do see this as a high priority. A simultaneous release ensures a consistent message reaches all markets, reducing the risk of misinformation or confusion. By coordinating the timing of the release across different regions, companies can maintain control over how their message is presented and interpreted.
This uniformity is particularly crucial for global brands that need to uphold a cohesive image and clear communication strategy. Consistent messaging helps to avoid discrepancies that could arise from staggered releases. It also ensures that all stakeholders, including customers, investors, and media outlets, receive the same information at the same time, fostering trust and reliability. Moreover, it mitigates the potential for rumors or fragmented information to spread, which can be damaging to a company’s reputation and can lead to unnecessary misunderstandings.
The Global Impact of an internationally coordinated press release can generate a bigger impact globally by creating a synchronized buzz and maximizing media coverage. This is particularly advantageous for high-profile product launches such as new tech gadgets or major entertainment events where global visibility and immediate consumer interest are crucial based on international anticipation. For example, a simultaneous press release for the launch of a popular smartphone brand, or the latest Hollywood movie trailer might garnish more success when released globally at the same time.
Yet, the effectiveness of a simultaneous release doesn’t always hold true with the Japanese market. Following the previous examples, some consumer electronics may benefit from staggered releases in order to craft tailored messaging that resonates more deeply with local audiences’ product expectations. International movies as well, and thereby trailers, are often released at later dates to make room for a local release to achieve ticket sales.
The rush to align with a global release schedule often results in hurried translations, which can lead to errors and misinterpretations. Japanese consumers may not respond as positively to marketing tactics that work well in other regions. For example, an overly sensational and flashy promotional strategy that was successful across SEA will likely be much less effective in Japan, where subtlety and technical details are often preferred. By prioritizing speed of information dissemination, and neglecting the time to localize press content, this cultural mismatch can diminish the overall impact of the release on intended customers.
From ShapeWin’s general experience, simultaneously publishing both a global and localized press release is not usually so effective. As the global release may go through various draft iterations as it approaches the publication date, the continuous modifications and translations often strips precious editing time away from Japanese copywriters trying to play catch up. Ultimately, the quality of the localized Japanese press release should be prioritized over timing with the global release.
The common misled belief that a synchronized global and localized Press Release ensures effective communication oversimplifies the intricacies of the Japanese market. In reality, a successful press release localization lies in prioritizing a multifaceted approach that transcends timing constraints.
A prime example of one of ShapeWin’s client companies following this successful Japanese Press Release Distribution method was a popular American LiDAR manufacturer. This company followed our advice and delayed their Japan press release by 6 days in order to more effectively localize the content, adding in more detailed SPECS. The resulting article garnished pickup on 30 digital media outlets, equivalent to thousands of dollars saved in paid media placements.
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Developing Content Strategies with Local Market Insights
Another common error that often occurs when global companies attempt to market their brand to Japan is the idea that just language translation is good enough for success. Often, international SME businesses try to avoid paying the cost of a truly localized article, and opt for a quick and cheap translation. This usually doesn’t end well.
A much more effective option is to focus on building genuine connections with the local audience through engaging and relevant content. This involves a meticulous review of local industry news related to the client’s business and active participation in discussions with media experts and other professionals within the target industry. Finding and connecting to these local expert insiders is something that the PR professionals at ShapeWin are highly efficient at.
There are two types of experts we tend to consult with for this type of local market insight. The first kind is a business insider, who is able to provide invaluable specifics into the industry nuances such as, customer preferences and needs, competitor messages, and developments.
They can offer views of Japan’s sales/distribution process (which may be drastically different from the global client’s expectations). This type of person may be a sales consultant, investor, engineer (for tech companies) or other person with thorough knowledge related to the global company’s field of business. (*We should note here that this is not to be confused with the term “insider trader”, which is someone who steals sensitive information from competitors)
Secondly, finding a media insider is imperative to building a captivating press article story that can strongly resonate with the appropriate audiences. This expert has a strong understanding of emerging popular brands, new trends associated with the client’s product, and in-depth awareness of hot industry news topics. Such a person is either a reporter for a specific industry media, or perhaps a specialized copywriter who works with the niche industry trends in Japan, and has a strong passion and curiosity for the client’s product or service.
It takes a skillful Japanese PR agency to successfully pitch and entice these media experts. Rather than just spamming the client’s materials or requesting for appointments, a more craftful recruiting method is to approach these experts under the umbrella of “consultation”. This is accomplished by attracting them with mutually beneficial incentives and creating an angle that collaboration will generate them more exposure.
Utilizing expert insider information can help build an effective blueprint for crafting a localized press release that can reach the selected target audience more effectively. By drawing on the deep knowledge of both media and business insiders, it can provide the PR team’s writing staff the proper material to ensure that the press release article’s messages are relevant and engaging, leading to a stronger connection with the intended local audience. While utilizing expert insight paves the way for successful engagement through a well-informed and targeted communication plan, additional research into the relevant interests of the Japanese demographics may be needed.
Optimizing Press Release Appeal for Japanese Readers
By understanding what appeals to local Japanese readers, an international company can make more informed decisions on which content to modify or exclude from their press release. In the realm of successful Japanese localization, it’s not just about translating words; it’s about crafting a narrative that genuinely appeals to the local preferences, ensuring that the brand not only communicates but truly connects. As such, it is imperative to work with a local agency that offers a diverse team of experienced PR professionals to ensure the localized content resonates with the target audience and meets cultural expectations.
Leveraging the expertise of such an experienced PR team facilitates meticulous attention to reputation building, detailed product information, trending topics, and emphasis on safety and reliability, all vital elements to produce an appealing story in Japan.The Japanese market is difficult to penetrate for large corporations, and is even more challenging for SMEs. Japanese consumers often prefer established and reputable brands – so it is important to slowly build up the global company name’s reputation. Highlighting the brand’s history, achievements, and customer testimonials can enhance credibility. Although our agency has taken on completely unknown international brands, it is certainly beneficial to have built up some local media credibility or other accolades before attempting to break into the Japanese market.
Japanese consumers appreciate detailed and accurate information about products. Providing comprehensive specs, clear descriptions, and thorough explanations of features and benefits is essential. This is why collaboration between a PR professional and an expert with local market insight can produce such a compelling and culturally attuned message for a localized press release – a much more effective strategy rather than simple translation.
In addition, there are many benefits to working alongside a Japanese PR agency with a seasoned background in the local industry landscape. This professional can help uncover trending topics and key discussions in the Japanese market. For example, Environmental consciousness is growing in Japan. Highlighting eco-friendly practices, sustainable materials, and the product’s environmental impact can resonate with consumers. On the other side of this example is that many consumers are weary of greenwashing, so it is important to work with a Japan Public Relations expert who can navigate these nuances effectively, and give sound suggestions on what content to keep, change or discard in order to appeal with the local audience.
When first trying to make a presence in Japan through a localized press release distribution, it is better to consider building a “portfolio” presence through niche media publications first, as they contain in-depth information about the industry and may be a valuable source to find new customers and strengthen one’s brand appeal. In other words, in order to appeal to the right local audience, it is important to know the appropriate media to distribute the press article to. Therefore, it is essential to work with a Japanese PR agency that has established networks and the expertise to identify the most suitable local media channels for the most effective press release distribution.
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ShapeWin’s Expertise in Localizing Content to the Japanese Market
Successfully localizing a press release to Japanese customers requires a strategic approach centered on three essential elements: quality content over speedy release, leveraging expert insights for effective content creation, and an experienced support PR team with market understanding to ensure maximum appeal. By carefully timing releases to enhance cultural resonance, adapting content to align with local preferences, and collaborating with industry insiders for targeted outreach, businesses can effectively penetrate Japan’s competitive market landscape and achieve meaningful engagement with their audience. This comprehensive strategy ensures that press releases not only communicate effectively but also connect authentically with Japanese consumers, fostering stronger brand presence and market success.
At ShapeWin, we recognize the significance of localizing content to the unique sensibilities of the Japanese market. Our dedicated PR team possesses a deep understanding of both the intricacies of the domestic Japanese market and the diverse interests of our global clientele. ShapeWin distinguishes itself from other Japanese PR agencies, by recruiting PR professionals with expertise in a variety of specialized fields to successfully create content strategies to guide global companies from many industries into the Japanese market.
References:
1. “With a score of 78.0 in 2020, Japan ranked 29th out of 190 countries in the world when it comes to Ease of Doing Business. This is a very low ranking for a country of its size, indicating that Japan is a challenging business environment for foreign companies”
https://agriculture.canada.ca/en/international-trade/market-intelligence/reports/sector-trend-analysis-e-commerce-market-trends-japan-0#e
2. ShapeWin’s lengthy Experience, https://www.shapewin.co.jp/en/public-relations-pr-services/
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