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3 min read
As public relations professionals who regularly conduct media outreach to journalists with the goal of securing a story for a client, we know that every detail matters. From the wording of a subject line to the message, to the channels used for contact, each aspect influences how news is received and perceived.
Amidst all these considerations, an often-overlooked factor stands out: timing.
Picture this: There is exciting news to share – perhaps the groundbreaking of a new facility, a significant partnership, or a remarkable achievement. The press release has been meticulously crafted to ensure it is polished and compelling.
But before hitting that ‘send’ button on an email (the most preferred way journalists want to be contacted), pause for a moment and consider this question: When is the best day and time to issue a press release?
And we know it’s not Friday, that’s for sure. So, let’s delve into this crucial aspect of PR strategy:
- Midweek Brilliance:
Tuesdays and Wednesdays, maybe even Thursdays, are often hailed as the best days for press release distribution. By midweek, journalists have settled into their weekly routines – they’re not overwhelmed by the Monday rush and playing catch-up. Nor are they distracted by the upcoming weekend.
- Avoiding the Weekend Void:
While weekends might seem tempting for a potential leisurely read of a press release, especially since people are connected more than ever to their work, the reality is quite the opposite. Many newsrooms operate with reduced staff during weekends, leading to a higher chance of news getting buried amidst a building backlog.
Additionally, journalists and readers alike are often preoccupied with personal activities, and unless they are a weekend reporter, it’s best to let them enjoy their time off.
- The Power of Timing:
Beyond choosing the right day, consider the timing within the day itself. Mornings are generally preferred for press release distribution. By catching journalists early in their workday, there is greater likelihood of news being received and reviewed.
- Navigating Holidays and Events:
Holidays and major events also need to be considered when looking at press release distribution. During such times, media attention may be diverted elsewhere, reducing the visibility of news. Conversely, leveraging quiet periods – such as the lull between major holidays – can give press releases a competitive edge.
- The Global Perspective:
If the news has international significance or targets audiences across different time zones, it’s important to consider a staggered release strategy. By issuing a press release at different times, tailored to various regions, exposure and relevance across diverse audiences can be maximized.
- Embracing Flexibility:
While strategic timing is essential, it’s also crucial to remain adaptable. Breaking news or an unforeseen event can quickly overshadow even the most thought-out press release strategy. Maintaining flexibility in a PR strategy allows for room to adjust based on evolving circumstances.
Issuing a press release or pitching a journalist requires a strategic blend of timing, relevance, and adaptability. By aligning distribution with midweek prominence, morning hours, and global considerations, the visibility and impact of relevant news can be enhanced, making timing a powerful tool for unlocking success.
