I get clients' stories into news channels and articles, and I have got clients featured in major Dutch media. The principles that work in the Netherlands work in Singapore, Malaysia and Australia too, but each market has its own media landscape, rhythms and expectations. This guide covers how to find a story worth covering and how to pitch it in each of these three markets. Most of my press work is under NDA, so I will not name clients or outlets here; the advice is what matters.
Start with the story, not the press release
Journalists are not looking for companies. They are looking for stories their readers care about. A product launch on its own is rarely news. What turns it into news is one of these:
- Something new: a first in the market, an unusual approach, a surprising result.
- Something human: a founder with a real story, a customer whose life changed, a team doing something hard.
- Something timely: a link to what people are already talking about, such as cost of living, AI and jobs, housing, or cross-border travel.
- Something local: a story that matters to a specific city or community.
- Something visual: for TV and online video, a story that can be filmed.
Write the story in two sentences before you write anything else. If you cannot, you do not have a pitch yet.
Singapore: compact, competitive, very professional
Singapore's media market is concentrated, and journalists receive a large volume of pitches from agencies and companies with regional headquarters. What works:
- Precision. Short pitches with the facts first. Who, what, why it matters for Singapore readers.
- Local relevance. A global company announcement gets more traction with a Singapore angle: local hires, a local customer story, a link to national priorities such as the push for AI adoption among SMEs.
- Data you actually own. Your own anonymised data or survey results can make a story, as long as they are real and you can explain the method.
- Respect for embargoes and accuracy. Reputation spreads quickly in a small market.
Business and tech stories often sit close to the CBD and the startup community around one-north. Lifestyle and consumer stories have strong visual demands, so prepare good photos and video.
Malaysia: multilingual and segmented
Malaysia has media in Bahasa Malaysia, English, Chinese and Tamil, and each serves a different audience with different interests. A story that is ignored by English business media may be a strong fit for Chinese-language press or a Bahasa Malaysia portal, and vice versa.
- Decide which audience you want to reach, then choose the language of the pitch. Offer a spokesperson who can do interviews in that language.
- Regional angles matter. Penang, Johor and Sabah have their own media interest. A Johor Bahru business with a cross-border story connected to Singapore can have an angle in both countries.
- Relationships carry weight. Follow-up by phone or messaging app is more common and more accepted than in some Western markets, but stay polite and brief.
- Be careful with sensitive topics. Race, religion and royalty are areas where a careless angle can cause real harm and legal trouble.
Australia: news cycles, regional depth and plain speaking
Australia has national outlets, strong state-based media in each capital, and a large network of regional and community titles. A Melbourne story pitched only to national desks may miss the outlets most likely to run it.
- Go local first. A Brisbane founder's story is often a better fit for Queensland media than for a national business desk.
- Plain language. Australian journalists are quick to dismiss hype. Lead with the concrete fact.
- Timing. Morning news meetings set the day's agenda. Pitch early in the week and early in the day for the best chance. Note the time difference: Sydney is two to three hours ahead of Singapore and Kuala Lumpur depending on daylight saving.
- Case studies. Australian business media like a real customer who will speak on the record. Get consent first.
Writing the pitch
A pitch is an email, not an attachment. Keep it under 200 words:
- A subject line that is the headline you hope they write.
- One paragraph with the story and why it matters to their readers now.
- Two or three facts that support it.
- What you can offer: an interview, photos, video, a customer.
- Your contact details and availability, including time zone.
Personalise every pitch. Read what the journalist has written recently and explain in one line why this story fits their beat. Mass-mailed pitches are ignored, and in all three countries sending unsolicited bulk commercial email can run into spam rules.
Prepare for yes
The worst outcome is a journalist saying yes and your team being unprepared. Before pitching, have ready:
- A spokesperson briefed on three key messages and the difficult questions.
- High-resolution photos with captions and credits, and short video clips if relevant.
- A one-page fact sheet with correct names, spellings and figures.
- Approval from any customer or partner mentioned.
Good visuals often decide whether a story runs. That is where my background in shoot production helps: a story with strong images is easier to say yes to.
After the coverage
Share the coverage on your own channels, thank the journalist, and keep them informed of future news without spamming them. One good relationship with a journalist who trusts you is worth more than a hundred cold pitches.
What not to do
- Do not invent figures, customers or awards. Fact-checking happens, and the damage lasts.
- Do not pay for editorial coverage disguised as news unless it is clearly labelled as sponsored content.
- Do not chase a journalist daily. One follow-up after a few days is enough.
If you want help shaping a story for media in Singapore, Malaysia or Australia, see my PR and press page.