Securing media coverage in Southeast Asia's tier-1 publications like The Business Times, Tech in Asia, Bloomberg, or Reuters can be a game-changer for up-and-coming brands.
It builds credibility, attracts investors, and increases visibility. However, many companies and emerging brands assume that getting featured requires hiring an expensive PR agency with deep media connections.
The reality is that with the right strategy, persistence, and a compelling narrative, any brand can earn media coverage—even without a robust PR budget. Here’s how to make it happen.
1. Craft a Newsworthy Story
Generally, journalists are not interested in product pitches or generic company announcements. They look for stories that are relevant, timely, and engaging to their readers. To increase your chances of being featured, position your brand within a broader industry conversation.
A story is newsworthy if it:
- Highlights a unique industry trend
- Provides data-driven insights or research
- Features an interesting founder journey
- Demonstrates a strong regional or societal impact
For example, rather than pitching “We launched a new pet food brand,” reframe it as “How Alternative Proteins Are Reshaping the $1 Billion Pet Industry in Southeast Asia.” This approach makes your brand part of a larger, more compelling discussion.
2. Build Relationships With Journalists
Journalists receive countless pitches every day, making it essential to build a relationship before you need media coverage. Connecting with them in advance can help ensure that your outreach stands out when the time comes.
Ways to establish relationships with journalists:
- Engage with them on LinkedIn and Twitter by commenting on their articles and sharing their work.
- Attend industry events where journalists are likely to be present (think DealStreetAsia's PE-VC Summit, Singapore FinTech Festival, Tech in Asia Conference, etc).
- Offer exclusive insights such as unique market trends or expert commentary that can add value to their reporting.
When journalists recognize your name and see that you contribute meaningful insights, they will be more likely to pay attention to your pitch.
3. Perfect Your Cold Pitch
When reaching out to journalists, your pitch should be concise, clear, and compelling.
A strong media pitch includes:
- A personalized introduction referencing their previous work
- A strong hook that makes your story relevant to their audience
- A concise explanation of why your insight matters
Here’s an example of an effective pitch:
Subject: Exclusive Insight: [Industry Trend] Shaping [Region]
Hi [Journalist’s Name],
I recently read your article on [related topic], and I wanted to share an exclusive insight on [your unique angle]. Our team at [your company] has uncovered [data/trend/impact], which could be valuable for your audience.
Would love to share more details or provide a quote from our CEO, [Your Name]. Let me know if this aligns with your coverage.
Best,
[Your Name]
[Your Company]
[Your Contact Info]
Keep it short. A well-crafted pitch should not exceed 150 words. If the journalist is interested, they will ask for more details.
4. Leverage Owned Media and Thought Leadership
If securing tier-1 media coverage proves challenging, focus on building your brand’s credibility through owned media. Publishing valuable content increases your chances of being noticed by journalists and positions you as an industry expert.
To strengthen your brand’s thought leadership:
- Publish industry analysis and insights on LinkedIn or Medium
- Participate in podcasts or webinars where journalists may be listening
- Contribute guest posts to regional niche publications that larger media outlets monitor for trends
For example, instead of waiting for a journalist to cover “The Future of E-commerce in Indonesia,” publish your own in-depth analysis. If it gains traction, mainstream media may pick up the story.
5. Use Newsjacking to Gain Instant Visibility
Newsjacking is the practice of inserting your brand into trending topics. By providing timely insights on current industry events, you can attract journalists looking for expert commentary.
To leverage newsjacking effectively:
- Set Google Alerts for relevant industry keywords
- Monitor breaking news and respond quickly to journalists covering related topics
- Publish a LinkedIn thought piece within 24 hours of a major news event
For example, if a competitor raises a significant funding round, a relevant pitch to journalists could be: “What This Fundraising Means for the Future of Fintech in Southeast Asia.”
6. Collaborate With Industry Leaders
Media coverage is easier to secure when your brand is associated with trusted industry figures. Partnering with respected founders, investors, or organizations can help amplify your credibility.
Some effective strategies include:
- Co-authoring reports or whitepapers with well-known industry players
- Getting mentioned by investors and prominent C-level leaders
- Speaking at panels or roundtables attended by journalists
If tier-1 publications are not immediately covering your brand, aligning with well-known names in your industry can increase your chances of getting noticed.
7. Be Consistent and Patient
Earning media coverage is not a one-time effort—it requires consistent engagement, strategic pitching, and long-term relationship building. Even if your first few pitches do not result in coverage, staying persistent and refining your approach will improve your chances over time.
Key Takeaways
- Develop a newsworthy angle that fits within broader industry trends
- Build genuine relationships with journalists before pitching
- Craft clear and concise pitches that provide value
- Establish thought leadership through owned media
- Use newsjacking to insert your brand into trending conversations
- Leverage collaborations with industry leaders to build credibility
- Stay consistent and patient—PR is a long-term strategy
Need Help With PR and Comms?
Mission Media is a PR, marketing, and creative consultancy built for the now in Southeast Asia. A future-focused reputation partner, we boost your brand equity and share of voice in the local market with intelligence and authenticity. Check out our services and get in touch.
