Last year, a mid-sized tech startup in Abuja launched a brilliant payment solution, one that could rival Nigeria’s biggest fintech names. They ran ads, worked with influencers, and kept posting content.
But outside their small circle, no one noticed.
No media coverage. No buzz.
A month later, their competitor with a similar product got featured in BusinessDay, appeared on Channels TV, and became “the next big thing.”
The difference came down to one thing: Digital PR.
While one brand chased visibility, the other built credibility, and the media did the rest.
In this article, I’ll break down how digital PR works in Nigeria, how to get your brand featured in national media, and how to turn those mentions into measurable results.
Let’s start by understanding what digital PR really means, especially in the Nigerian context.
What Is Digital PR and Why It Matters for Nigerian Brands
Digital PR is the modern evolution of traditional public relations. Instead of only sending press releases to journalists or waiting for newspaper mentions, digital PR leverages online publications, blogs, and digital media platforms to tell your brand’s story.
It combines media placements, backlinks, and brand mentions to build authority across the web.
When your brand gets featured on a high-authority news site, like Punch, Techpoint Africa, or The Guardian Nigeria, it not only earns visibility but also gains SEO value through those backlinks.
Unlike traditional PR, digital PR is faster, trackable, and SEO-friendly. You can measure traffic spikes, domain authority, and brand mentions directly linked to each campaign.
In short, it’s where reputation meets visibility, and both matter for business growth.
Why Nigerian Brands Should Care
If you run a business in Nigeria, getting featured in the media can change everything.
Here’s why digital PR matters:
Media coverage builds instant trust. Nigerians are more likely to believe a brand they’ve seen on trusted platforms like BusinessDay, Channels TV, or TechCabal.
It boosts your SEO. Backlinks from top media outlets improve your Google ranking, helping customers find you faster online.
It amplifies your marketing. Media mentions give credibility to your ads, influencer partnerships, and social campaigns.
Example:
A real estate startup in Lagos launched a new affordable housing project. After getting featured on The Guardian Nigeria, the brand saw a 45% increase in referral traffic to its website within a week, and inquiries doubled.
That’s the power of visibility backed by credibility.
The Nigerian Media Landscape
Nigeria has a unique media environment, a mix of legacy outlets, online portals, and rising digital platforms.
Key national media brands include:
- Punch Newspapers
- Vanguard
- The Guardian Nigeria
- BusinessDay
- Channels TV
- TechCabal
- Nairametrics
- BellaNaija Business
- TechNext
Most of these outlets now operate strong online editions and are SEO-rich, meaning your feature can live on Google for years.
However, challenges exist:
- Media spaces are competitive; hundreds of pitches land in journalists’ inboxes daily.
- Relevance matters; editors pick stories that connect to national conversations.
- Cost and timing also play a role, especially for sponsored features.
That’s why having a strategic process is essential.
The Step-by-Step Digital PR Process for Getting Featured
Step 1: Identify Your Story Angle
Before pitching the media, ask yourself: What makes my brand newsworthy?
Good story angles include:
- A new product launch or partnership
- A milestone (e.g., 100,000 customers)
- A social impact initiative
- Innovation that solves a local problem
Tip:
Tie your story to a trending topic or national issue.
For example:
“How this Lagos startup is using fintech to drive youth savings culture.”
The stronger your story connection, the higher your chance of coverage.
Step 2: Build Your Media List & Target Outlets
Don’t blast your press release to everyone. Target intentionally.
Research:
- Which outlets your audience reads or watches
- Which journalists cover your niche (business, tech, lifestyle, etc.)
- Contact details of editors, reporters, or contributors
Keep a spreadsheet of names, emails, and beat areas.
Focus on outlets with strong authority and reach; a few well-placed features beat 100 irrelevant mentions.
Step 3: Craft Your Press Release or Media Pitch
Your press release or pitch should instantly grab attention.
Checklist:
- Clear, catchy headline
- Short intro paragraph (what’s happening and why it matters)
- Key details: facts, data, quotes from your team
- Link to visuals or press kit
- Contact info + call-to-action
Make it easy to read, short, and relevant. Avoid fluff.
If your story fits an ongoing trend, highlight that connection early.
Step 4: Outreach & Follow-up
Once your press release is ready, send personalized emails to journalists.
Use subject lines like:
“Story idea: How Nigerian SMEs are using tech to beat inflation.”
Mention why the story matters to their readers.
If there’s no reply after 3–5 days, follow up politely, not with pressure, but with value (“We just released fresh data you might find useful”).
Track responses and placements so you know which journalists engage most.
Step 5: Amplify After Publication
Don’t stop once your story goes live; that’s where amplification begins.
Do this:
- Share the feature across all your social media pages
- Include it in your email newsletter
- Add a “Featured In” badge to your website
- Link to it from your blog or About page
- Request a do-follow backlink if not included
Then track referral traffic and social shares; these metrics prove ROI.
Digital PR Tactics Specific to Nigerian Brands
Leveraging Local Influencers + Digital Media
In Nigeria, influencers often spark the initial attention before mainstream media picks it up.
Pairing influencer buzz with digital PR coverage creates momentum.
Example:
A food delivery brand partners with a Lagos influencer to create hype videos, then follows up with a Techpoint Africa feature about its logistics innovation.
What happened next? Genuine attention backed by real credibility.
Press Release Distribution Services in Nigeria
There are Nigerian services that distribute your press release directly to national media outlets, saving you time.
Platforms like PRNigeria, Newswire, and Proshare offer such services.
Benefits:
- Access to verified journalist lists
- Wider reach without manual pitching
- Options for sponsored placement or guaranteed coverage
Costs vary by outlet and package, but it’s worth investing in professional distribution at least once per quarter.
Budget-Friendly Approaches for SMEs
If you run a small or medium-sized business, you don’t need a huge PR budget to get started.
Try:
- Pitching smaller story angles (e.g., founder interviews, CSR activities)
- Writing guest articles or expert opinions for local media blogs
- Partnering with niche platforms that cover your industry
Consistency often beats size; a few smaller features can still drive traffic and build trust.
Using Data, Visuals & Infographics to Attract Coverage
Journalists love ready-to-use materials; it makes their work easier.
Provide:
- Stats from your internal data (e.g., survey results)
- High-quality visuals or product photos
- Infographics that summarize trends
In Nigeria’s fast-paced media cycle, a story that’s easy to publish wins.
Common Mistakes Nigerian Brands Make in Digital PR
Here are pitfalls to avoid:
- Sending the same generic press release to hundreds of outlets
- Ignoring the media’s audience and relevance
- Skipping follow-ups or relationship building
- Failing to share or amplify published features
- Not measuring traffic or SEO impact
- Overlooking local context and tone
Remember, PR is not about shouting the loudest. It’s about connecting meaningfully.
How to Measure the Impact of Your Digital PR Efforts
Key Metrics to Track
- Number of media features secured
- Quality and domain authority of backlinks
- Referral traffic to your website
- Increase in brand searches and mentions
- Conversions or leads from PR-driven traffic
Tools to Use
- Google Analytics: Check referral traffic and conversions
- Ahrefs / Moz: Track backlinks and domain authority
- BrandMentions / Google Alerts: Monitor mentions
- Spreadsheets: Record placements, dates, and performance manually
Linking PR to Business Outcomes
Track what happens after a media feature.
Example: After being featured on TechCabal, a Lagos SaaS startup saw a 60% jump in demo sign-ups within two weeks.
That’s data you can present to investors, partners, or your board.
Building a Sustainable Digital PR Strategy for the Long Term
Digital PR isn’t a one-time effort; it’s a growth system.
To sustain it:
- Include PR updates in your content calendar (quarterly or bi-annual)
- Nurture journalist relationships, share updates even when you’re not pitching
- Repurpose features into blog posts, LinkedIn articles, or social snippets
- Integrate PR with SEO; every mention helps search authority
- Keep your messaging aligned with your brand goals
A steady rhythm of visibility keeps your brand top of mind.
Why Oxgital Is the Partner Nigerian Brands Need for Digital PR
At Oxgital, we understand the Nigerian media landscape and how to position your brand where it counts.
Our digital PR services include:
- Story development and brand positioning
- Media list building and journalist outreach
- Press release writing and distribution
- SEO-focused backlink tracking and amplification
We’ve helped brands gain visibility across top-tier national outlets and digital platforms, combining local insight with global digital strategy.
If you’re serious about visibility, credibility, and search performance, Oxgital is your best partner for a truly Nigerian-focused digital PR campaign.
Contact Oxgital today to get your brand featured where it matters most.
Conclusion
Digital PR isn’t just about getting mentioned in the news; it’s about building trust, visibility, and long-term growth.
When done right, it:
- Builds brand credibility
- Drives organic traffic through backlinks
- Boosts SEO and lead generation
Don’t wait for chance media coverage.
Plan your story. Target the right outlets. Build credibility that lasts.
Partner with Oxgital today and turn your next media feature into measurable business growth.