Why One Press Release Won’t Build You a Brand

Because Strategy Is Optional.  Until No One Knows Who You Are

In a world where social media moves faster than breaking news, many small business owners and entrepreneurs are asking the same question: “Do we need PR anymore?”

According to Melissa Chan, a PR Advisor who works closely with brands, startups, and SMEs, the answer isn’t a simple yes or no.
Rather, it’s about understanding that PR has evolved, and the businesses that recognise this are the ones that stand out.

“I hear it all the time — ‘We just need one viral post’ or ‘Let’s get one media feature and see what happens’,” says Melissa Chan, PR Advisor of EA Creative Media Relation.

“But PR is a long game. You can’t expect results overnight, especially if you’re only focusing on one side of the equation.”

The Breakdown: Traditional PR vs Digital PR

So, what’s the difference?

Traditional PR covers things like:

• Newspaper or magazine coverage

• TV and radio interviews

• Press releases and media events

It builds credibility and places your brand in trusted, established platforms. These are the types of media that still hold weight in the public’s eyes.

Digital PR, on the other hand, happens online:

• Online media outlets/platforms.

• Backlinks from high-authority websites.

• Mentions in blogs, podcasts, and digital news portals.

• Influencer collaborations and viral campaigns.

• SEO-friendly articles that help people find your brand via search engines.

Digital PR builds visibility and supports your brand’s discoverability, especially when consumers are Googling you or browsing on mobile.

But here’s the kicker: most brands choose one and ignore the other.

And that’s where they lose out.

The Common PR Mistake SMEs Make

Many SMEs fall into the trap of thinking one press release or a couple of social posts will “do the trick.” But the truth is, without a holistic approach, the results often fall flat.

“One client told me they got into a major publication, but saw no traffic to their website,” [Expert Name] shares. “Another had strong digital engagement, but no media wanted to feature them because there was no real story.”

These stories aren’t rare. They reflect a misunderstanding of what PR is supposed to do — and why both traditional and digital PR should work together.

Think of Your Brand Like a Body

Yun Siang Long, Principal at Roar Point Sdn. Bhd. offers a relatable analogy:

“Building a brand is like building a healthy body. You can’t just eat well and skip sleep. Or work out but never manage stress. It’s about the right combination of habits, done consistently, that creates real results.”

The same goes for PR. One feature or one viral moment won’t cut it.
It’s the blend of consistent, credible coverage across both traditional and digital channels that helps a brand grow in the long run.

Why Both PR Styles Matter More Than Ever

Here’s what happens when businesses use both traditional and digital PR effectively:

✅ They gain brand credibility from reputable sources
✅ Their SEO improves, helping them rank better on Google
✅ They’re seen by wider audiences across different platforms
✅ Their brand looks legitimate, professional, and trustworthy

This is especially crucial for SMEs, who often don’t have the luxury of big budgets, meaning every impression counts. A disjointed PR strategy wastes time, effort, and money.

Final Thoughts

PR is not a one-time tactic — it’s a strategy that builds brand equity over time.
Done right, it not only helps customers discover you, but it also makes them remember you.

So the next time someone says, “Let’s just post it on IG and call it PR”, think twice.
A real PR strategy goes deeper, lasts longer, and creates far more online and offline impact.

Need guidance on building a PR strategy that works for your business?
Reach out to a trusted PR advisor who understands the landscape and can help you find the right mix that fits your brand.