When it comes to press release distribution in Malaysia, many brands focus on writing the perfect announcement — but overlook how it’s shared. Even a well-written press release can fail if it’s sent to the wrong audience, at the wrong time, or in the wrong format. 

At Impact Communications, we’ve seen how a few common mistakes can mean the difference between headline news and missed opportunity. Here are the five most frequent errors brands make — and how to avoid them.

1. Sending to the Wrong Media Contacts

One of the biggest mistakes in press release distribution is blasting your release to every journalist on a list — without checking relevance. For example, sending a corporate finance update to a lifestyle editor won’t get results. Journalists receive hundreds of emails daily; if it doesn’t fit their beat, it’s ignored. 

A targeted approach — like the one used by Impact Communications’ PR team — ensures your news reaches journalists who actually want your story. 

2. Forgetting to Localise the Story for Malaysian Media 

A common oversight for global or regional brands is using generic press releases that lack local relevance. Malaysian journalists look for local context — statistics, spokespersons, or community relevance. 

For instance, referencing how a new initiative supports Malaysian SMEs or local sustainability goals makes a big difference. At Impact Communications, every release is tailored for the Malaysian market — using language, tone, and data that connect with local readers and media values. 

3. Poorly Written Headlines and Leads

Editors spend only seconds deciding whether a press release is worth reading. A weak headline or a vague lead paragraph can instantly lose attention. 

Good Example: 

“Impact Communications Partners with Leading Retail Brands to Strengthen Malaysian PR Ecosystem” 

Weak Example: 

“Impact Communications Announces New Partnership” The first example is specific, relevant, and has news value. Our content writing and PR experts craft clear, newsworthy headlines that capture both human and media interest. 

4. Ignoring Distribution Timing

Timing can make or break a press release. 

Distributing during weekends, public holidays, or after work hours often leads to low pickup rates. Generally, Tuesday to Thursday mornings (9–11 AM) are ideal for media visibility. For event-based news, releasing 48 hours before helps journalists prepare coverage. 

As a professional press release distribution agency in Malaysia, Impact Communications analyses industry trends and media cycles to time releases for maximum impact. 

5. Failing to Follow Up or Measure Results 

A press release isn’t a one-and-done effort. Many brands forget to follow up with journalists or track their media results — losing valuable insights. Following up with a short, respectful message can boost coverage rates by up to 30%. And tracking results helps you learn which publications respond best to your brand. 

Impact Communications provides detailed post-campaign reports — covering media mentions, SEO impact, and brand sentiment — so you can measure ROI and improve future efforts.  

Avoiding These Mistakes = Stronger Media Impact 

Mastering press release distribution takes skill, precision, and relationships. When done right, it not only earns coverage — it builds credibility, strengthens brand authority, and supports long-term PR success. 

By partnering with a professional agency like Impact Communications, you gain access to media expertise, proven distribution networks, and storytelling that gets noticed.