Do Press Releases Still Matter When AI Writes the News?

When people say AI is “writing the news,” what they really mean is that AI is deciding what information gets surfaced, summarised, and trusted.

For local businesses, this shift matters more than many realise. AI tools increasingly answer questions about companies, industries, compliance, and market credibility without sending users to traditional news sites.

So the question is no longer whether journalists or investors  still read press releases. The  question is whether AI trusts your public signals. 

So let’s rip open the uncomfortable bandaid and directly answer, are press releases still worth it in the age of AI?

How AI Consumes Business Information in Malaysia

AI systems do not treat all content equally. In fact, they are quite picky.

They prioritise verifiable, consistent, and locally authoritative information. In other words, really good content that is backed by respected names.

In Malaysia, AI commonly draws information and business profile from:

• Recognised local media such as Bernama and major business publications like FMT, The Star and The Edge
• Government-linked sources and regulators like Malaysian Communications and Multimedia Commission
• Corporate announcements and public records
• Repeated mentions across credible Malaysian platforms like business directories like Listing.my or YellowPages.

Press releases remain one of the few formats explicitly designed to feed this ecosystem because AI is also reliant on content on the net.

Why Press Releases Still Matter for Malaysian Businesses

When people think of press releases, they usually picture one of two scenarios.

• Either it is a big announcement timed to a product launch, merger, or funding round.
• Or it is a crisis communication strategy, released to clarify a controversy or respond to public criticism.

Both are valid, but they are also incomplete.

In truth and this is something we don’t see, Malaysian companies benefit most from regular, well-crafted press releases that document business activity over time. 

“Much like a LinkedIn or a corporate social media account, regular press releases can contextualize your company’s progress and info.”

Press releases are no longer just about visibility. They are about verification, trust, and continuity, 3 factors that AI would absolutely consider.

1. Local Entity Trust and Verification

AI systems need to confirm that a business is real, active, and operating within Malaysia. Press releases help establish:

• Legal business presence
• Industry category
• Leadership and organisational changes
• Market activity within Malaysia

This is especially important for SMEs, professional services firms, and B2B companies that may not receive frequent media coverage.

2. Alignment with Malaysian Media and Regulatory Context

Malaysia has a regulated media environment and clear expectations around public communication. Press releases that follow professional standards signal:

• Compliance awareness
• Corporate governance maturity
• Reduced misinformation risk

AI systems are more cautious with regions where regulatory oversight is strong. Clean, factual press releases reduce ambiguity.

3. EEAT Signals for AI Search

EEAT matters more in AI-driven answers than in traditional SEO alone.

Well-executed press releases demonstrate:

• Experience through business milestones
• Expertise via informed quotes and industry context
• Authoritativeness when picked up or referenced by trusted outlets
• Trustworthiness through consistency and factual tone

AI does not need emotional storytelling, it just needs reliable reference material.

What an AI-Ready Press Release Looks Like in Malaysia

A modern Malaysian press release prioritises clarity, locality, and verification. 

In practice, nothing much needs to be changed from how traditional press releases need to be.

Strong releases include:

• A clear, factual announcement tied to Malaysia
• Plain English or professional Bahasa Malaysia, or both
• Quotes from executives with context (Founder’s thought leadership)
  
  
• Accurate company descriptions used consistently
• Alignment with business registration, licensing, or compliance realities

For founders or c-suite executives, hiring a ghostwriter that will periodically release press releases, Linkedin posts or newsletters is a great choice.

How Often Should Businesses Issue Press Releases?

There is no fixed rule for how often a business should issue press releases.

For Malaysian businesses, the goal is not to flood the media, the world has enough of AI slop and content regurgitation already. 

No, the idea is to maintain a steady, credible public record that reflects business activity.

A Framework for Malaysian Businesses

Instead of asking “How often?”, it is more useful to ask “How visible does our business need to be?”

Low Activity Businesses

For stable companies with few structural changes, issuing 2 to 4 press releases a year is usually sufficient.

These might cover:

• Annual performance or outlook updates
• Leadership confirmations
• Certifications, renewals, or compliance milestones

This ensures the business remains visible without forcing artificial announcements.

Growing SMEs and Professional Firms

For expanding Malaysian SMEs, professional services firms, and B2B companies, 1 press release per quarter works well.

Triggers include:

• New service offerings or sectors served
• Office expansion or regional coverage growth
• Senior hires or promotions
  
  
• Industry participation or thought leadership positioning

Quarterly releases help maintain continuity and signal momentum.

High-Growth or Public-Facing Companies

For companies in technology, fintech, e-commerce, or regulated industries, 1 to 2 releases per month may be appropriate.

These often focus on:

• Product or platform updates
• Strategic partnerships
• Regulatory developments
• Market or user growth milestones

At this level, releases are part of brand infrastructure, not ad hoc communication.

Why Consistency Matters More Than Volume

From an AI and trust perspective:

• Regular updates signal an active, monitored business
• Long gaps suggest stagnation or uncertainty
• Sudden bursts followed by silence weaken credibility

AI systems prefer predictable, factual timelines over sporadic activity.

What Not to Do

Regardless of frequency, businesses should avoid:

• Publishing releases with no real news value
• Repeating the same announcement in different wording
• Overloading releases with marketing claims
• Issuing PR purely to “stay visible”

Every release should answer a simple question: 

“What fact about our business does this document add to the public record?”

A Simple Rule of Thumb: For most Malaysian businesses, quarterly, meaningful press releases strike the right balance.

Conclusion: Press Releases Still Matter, Just Not for the Old Reasons

Press releases are no longer about chasing headlines or one-off media coverage. They are about making sure your business is correctly understood by AI systems, media platforms, and stakeholders over time.

When AI summarises your company, references your expertise, or evaluates your legitimacy, it relies on the public signals you leave behind. 

At PRESS, our digital PR agency helps businesses treat press releases as part of their digital visibility strategy. By combining professional PR execution with SEO and AEO best practices, we ensure every release strengthens brand authority, improves discoverability, and supports long-term search and AI visibility.

Used properly, press releases are not outdated. They are foundational.