A press release without a position behind it is just noise with good grammar. I've watched companies hire PR to fix a problem that PR can't fix: nobody, internally, agreed on what the company is actually for.
Positioning is the answer to one question: compared to the alternatives, what does this company do that actually matters, and to whom. If that answer changes depending on who in the company you ask, no journalist is going to write it for you. Press coverage doesn't create a position. It amplifies one that already exists.
This is where a lot of PR budgets go to waste in LATAM specifically. A company arrives with strong PR instincts from another market, a sharp spokesperson, a good story, but the story was written for a different competitive landscape. The local journalist can tell within the first two questions, and the piece either doesn't run or runs without teeth.
Get the positioning right first, locally, against the actual competitive set a journalist recognizes. Everything downstream, from the press release to the media list to the pitch, gets easier once that's settled.