You spent hours writing a press release. You sent it out. And then... nothing. No coverage, no calls, no clicks.
Sound familiar? You're not alone. Most press releases get ignored — not because the news isn't worth sharing, but because they're written the wrong way.
Here's how to fix that.
Start With a Headline That Does the Heavy Lifting
Journalists receive dozens of press releases every single day. Your headline is the first — and sometimes only — thing they read. It needs to be clear, specific, and tell them exactly what the story is.
- Bad: Company XYZ Announces Exciting New Development
- Good: Kuala Lumpur Startup Raises RM5 Million to Bring Solar Energy to Rural Sabah
See the difference? The second one tells a real story. It has a place, a number, and a purpose. That's what gets a journalist to keep reading.
Lead With the Most Important Information
Journalists are busy. Don't make them dig for the point. Your first paragraph — the "lead" — should answer five basic questions: Who, What, When, Where, and Why.
Get to the news in the first two sentences. Everything else comes after.
Write for a Human, Not a Board Meeting
One of the biggest mistakes brands make is writing press releases that sound like internal memos. Too formal. Too full of jargon. Too focused on the company instead of the story.
Ask yourself: Would a regular person find this interesting?
If the answer is no, you need to reframe the angle. Media wants stories about impact, people, and change — not product specs or company milestones that only matter to your team.
Use a Real Quote (Not a Filler Quote)
Most press release quotes are useless. "We are delighted to announce this exciting milestone" tells readers absolutely nothing.
A good quote sounds like something a real human actually said. It adds context, emotion, or insight that the rest of the press release doesn't already cover.
Write your quote as if the CEO is being interviewed on the radio. Would it sound natural? Would it be worth replaying? If yes, keep it.
Target the Right Journalists
Sending a tech press release to a lifestyle editor is a waste of everyone's time. Build a simple media list — even just 20 to 30 relevant journalists and editors - and personalise your outreach slightly for each one.
A one-line introduction that shows you've read their work goes a long way.
Know When to Call In a Professional
There's a reason brands work with a PR agency — especially when the stakes are high. A product launch, a funding round, a reputation issue — these moments need more than a well-written document. They need relationships, timing, and strategy.
A good PR agency in Malaysia knows which journalists to contact, how to pitch the story angle, and how to maximise the coverage window before the news goes cold.
Don't Forget About Online Visibility
Getting media coverage is only half the battle. Once your press release is live, it needs to be discoverable. This is where AI SEO comes in — using AI-powered tools to optimise your press release content for search engines so it keeps working long after the initial media push.
More visibility means more reach, more backlinks, and more credibility over time.
The Bottom Line
A great press release is clear, human, and story-first. It respects the journalist's time and gives them everything they need to say yes.
Get the basics right, target smart, and you'll start seeing your name in places that matter.
