In the bustling landscape of the Malaysian market, visibility isn’t just about being seen—it’s about being heard by the right people. Whether you’re a high-growth startup in Bangsar or an established brand in Penang, securing a spot in top-tier outlets like The Star, Berita Harian, or BFM 89.9 can be a game-changer for your credibility.
But here’s the reality: journalists in Malaysia receive hundreds of pitches every day. How do you ensure yours doesn’t end up in the Trash folder?
At Kookie Jar Communications & PR, we’ve spent years navigating the nuances of the local media landscape. Here is our insider’s guide to getting your brand the spotlight it deserves:
Malaysian media is deeply community-centric. A global press release rarely works here without a local flavour. To grab an editor’s attention, you must answer: Why does this matter to Malaysians right now?
The best way to appeal to the local media is to stay abreast of local trends. Is your story related to the digital economy, ESG initiatives, or the latest government budget?
Also, is your pitch culturally relevant? Aligning your news with major (current) festivals such asHari Raya, Chinese New Year, Deepavali, or important local milestones can increase your chances of coverage.
Lastly, be sure to consider the ‘rakyat’ factor. Always focus on how your product or service can solve a specific problem for the Malaysian public.
Malaysia is a multilingual melting pot. If you only pitch in English, you’re missing out on a massive portion of the media landscape.
If your products or services are targeted to a specific demographic, outlets like Sin Chew Daily (Chinese) or Sinar Harian (Malay) often have higher engagement and reach than English dailies.
If you need translation in your PR/features, don’t just use Google Translate. Have a native speaker adapt your press release to ensure the tone and cultural nuances are spot on.
In Malaysia, the ‘makan’ culture extends to PR. Relationships are built over coffee, nasi lemak and mutual respect, not just cold emails.
Don’t only reach out when you need something. Engage with journalists on LinkedIn or X (formerly Twitter). Appreciate their recent work and provide them with value (like data or expert insights) even when you aren’t pitching.
Most importantly, please respect the deadline. Malaysian newsrooms are lean—if a journalist asks for more info, respond within the hour. Speed is the currency of the media world.
A wall of text is a chore; a compelling photo is a story. Many Malaysian publications are moving toward digital-first models where high-quality visuals are mandatory.
Avoid the ‘handshake and plaque’ photos. They are a cliché. Instead, provide high-resolution images of your product in use or your team in action that tell stories in and of themselves. If your news is data-heavy, a simple infographic can make the difference between a pass and a feature.
Not every story belongs in a newspaper. Sometimes, a feature on a lifestyle portal or a guest appearance on a podcast is more effective.
Ready to tell your story?
Getting featured isn’t about luck; it’s about strategy, timing, and a deep understanding of the Malaysian pulse. At Kookie Jar, we don’t just send emails—we build narratives that stick. As seasoned PR pros, we understand that visibility is only a vanity metric; influence is the real goal.
If you’re ready to take your brand to the next level and dominate the Malaysian headlines, let’s chat. Send us a WhatsApp today and let’s start crafting your story.
But here’s the reality: journalists in Malaysia receive hundreds of pitches every day. How do you ensure yours doesn’t end up in the Trash folder?
At Kookie Jar Communications & PR, we’ve spent years navigating the nuances of the local media landscape. Here is our insider’s guide to getting your brand the spotlight it deserves:
1. Master the art of the local hook
Malaysian media is deeply community-centric. A global press release rarely works here without a local flavour. To grab an editor’s attention, you must answer: Why does this matter to Malaysians right now?
The best way to appeal to the local media is to stay abreast of local trends. Is your story related to the digital economy, ESG initiatives, or the latest government budget?
Also, is your pitch culturally relevant? Aligning your news with major (current) festivals such asHari Raya, Chinese New Year, Deepavali, or important local milestones can increase your chances of coverage.
Lastly, be sure to consider the ‘rakyat’ factor. Always focus on how your product or service can solve a specific problem for the Malaysian public.
2. Language matters more than you think
Malaysia is a multilingual melting pot. If you only pitch in English, you’re missing out on a massive portion of the media landscape.
If your products or services are targeted to a specific demographic, outlets like Sin Chew Daily (Chinese) or Sinar Harian (Malay) often have higher engagement and reach than English dailies.
If you need translation in your PR/features, don’t just use Google Translate. Have a native speaker adapt your press release to ensure the tone and cultural nuances are spot on.
3. Build relationships, not just a mailing list
In Malaysia, the ‘makan’ culture extends to PR. Relationships are built over coffee, nasi lemak and mutual respect, not just cold emails.
Don’t only reach out when you need something. Engage with journalists on LinkedIn or X (formerly Twitter). Appreciate their recent work and provide them with value (like data or expert insights) even when you aren’t pitching.
Most importantly, please respect the deadline. Malaysian newsrooms are lean—if a journalist asks for more info, respond within the hour. Speed is the currency of the media world.
4. Visuals are your secret weapon
A wall of text is a chore; a compelling photo is a story. Many Malaysian publications are moving toward digital-first models where high-quality visuals are mandatory.
Avoid the ‘handshake and plaque’ photos. They are a cliché. Instead, provide high-resolution images of your product in use or your team in action that tell stories in and of themselves. If your news is data-heavy, a simple infographic can make the difference between a pass and a feature.
5. Choose the right medium for your message
Not every story belongs in a newspaper. Sometimes, a feature on a lifestyle portal or a guest appearance on a podcast is more effective.
Ready to tell your story?
Getting featured isn’t about luck; it’s about strategy, timing, and a deep understanding of the Malaysian pulse. At Kookie Jar, we don’t just send emails—we build narratives that stick. As seasoned PR pros, we understand that visibility is only a vanity metric; influence is the real goal.
If you’re ready to take your brand to the next level and dominate the Malaysian headlines, let’s chat. Send us a WhatsApp today and let’s start crafting your story.
