How to Write & Submit a Press Release in Japan

Press releases are not to be overlooked since it is a basic way to make your product known – whether you are doing crowdfunding or want to sell a good or service. Basically, you write all the essential information and send your text to press companies to attract new customers. It must be catchy and make readers want to buy your product, but not only. Here are the best tips for you to succeed!

Benefits of Press Releases

Why should you write and send a press release? It is a marketing method really effective, the cost is not very high but the impact on your sales is big. It will also build brand awareness, increase trust and credibility. If you are looking for new employees, you will have more visibility and it will be easier to attract applicants. The main benefit of this method is that it is free or almost free for you, even though your article is not certain to be published.

Besides, sending press releases continuously is a strategy that costs more but that has many advantages. You can announce the launch of new products, news about your company and partnerships, a campaign, or anything you want to communicate with potential customers. If they see your company name and your products many times, they will become more familiar with your brand. When they need to buy something that you are actually selling, they think about you first. Also, every piece of information about your firm is accumulated on the Internet, and the more positive the information, the better the trust. 

What Is a Good Press Release?

A press release is not like an advertisement. You don’t buy a spot and write everything that you want,  but you kindly ask the media to spread some news about your company as articles. The point of view is from a third party, so it is more reliable for readers

According to GaaaOn, those articles are usually written horizontally (since you can write vertically in Japanese) and on an A4 paper/page. You are quite free on the composition of the press release, but there is a basic structure that some companies ask you to follow. 

Write the subject of your inquiry at the top left corner; the date, your company name and website address (if you have one) at the top right corner; your logo at the top; then insert a catchy title, your text, your business profile, and contact information as follows:

Source: GaaaOn.

Regarding the text itself, you should write all necessary information (who, whom, what, where, when, why, how, how many, how long, etc.), try to be as clear and simple as possible so that everyone can understand. Besides, journalists often use the inverted pyramid structure since the main information catches readers’ attention and makes them want to continue reading. Look at other press releases and articles to see how it works, but basically you have to write the most important elements first, then explain more and give some details at the end (with a catchy sentence at the beginning and end of your text, if you can).

Don’t forget to proofread your text and check what is or is not correct Japanese for reporting (some books are helpful for this, like 記者ハンドブック (“The Reporter Handbook”) or 日本語の作文技術 (“Japanese Composition Skills”). But it is a good idea to ask professionals or natives to correct mistakes.

If you don’t know how to draw people’s attention, you can use those topics: novelty, surprise, rarity, storytelling, environmental or social contribution, etc. For example, if your product is the first one in its category, worldwide or in Japan, include it in your title and/or text. 

Also, people will take more time to read your article if you add one or several pictures and a caption under them (which is read twice more than the text itself, because it is supposed to summarize the whole content). 

How To Send a Press Release

First, you will need to select who you will contact. Who are you targeting? What are your target’s age group, gender, interests, location, activities? Which media is the best to attract those consumers? Create a list of companies that match your brand and products. It will also help you write your text since you will know who you are talking to. If you want to promote an event, ask local media to write about it, if you want to talk to businessmen, get some information about what they read.

Usually, even though it depends on the company, use mails, emails, fax and/or calls to reach out to media. Social media networks are more and more used too, like Twitter – but it depends on who you want to contact. A journalist, a director, a distribution service (a one-time delivery plan), a club (outside of Tokyo, it is easier to be accepted)? Make your choice and send your work! Also, participate in events to build your network and contact companies more easily.

To contact the press on websites, usually, you have to click on 受付窓口 (“reception desk”), and if you know a journalist, you can specify that you want to contact him in particular. If you use SNS, start with one sentence to introduce your project, since journalists or directors receive many messages every day.

The Press You Should Think About

You can contact news agencies, newspapers, news websites, television channels, magazines, etc. You have many choices! But here is a selection of media for your press release in Japan:


PR Times 


Rocket News 24

JCast News 

My Navi News 




But if you need more help or are unsure about what to write, contact us! We will do everything for you, with pleasure.

Whether you need a strategy or assistance with your new innovative product, we provide value for your new product launch in the Japanese Market. We offer Crowdfunding Support and Digital Marketing Services, all under one roof. You can contact us here.