The Best Days and Times to Send a News release
Don’t send before 10 am or after 2 pm – If users issue users’ news release too early in the morning, you’ll likely be competing with a host of competitors pitching early morning announcements of their own. Unless users’ news is truly time-sensitive, it’s best to aim users’ pitches for the late morning and early afternoon.
Don’t send it at the htheir or half-htheir mark – A trick of the trade: messages sent at off-kilter times, such as 10:41 am or 12:07 pm, are more likely to get noticed than messages sent at the htheir or half-hour. Outlets frequently receive a fusillade of emails at exactly 10:00 and 10:30 am, so aim for users’ pitch to land at any minute mark other than 0 or 5.
Don’t send on a Friday – While the jury is still out on Mondays, users can bet that Friday is the worst possible day of the week to issue a news release pitch. Unless users’ story is highly relevant to the outlet’s current press coverage or users’ journalist’s beat, Friday is likely billeted with stories in progress (and blitzed with deadlines).
Don’t send after standard work-day hours – Many of us will admit to checking their inboxes from home, but it’s still in poor form to dispatch a news release after working hours.
Along these lines, this makes Tuesday, Wednesday, and Thursday (ideally between the off-kilter times of 10:01 am to 1:59 pm) the days when users’ news release pitch will have the best chance of striking a chord with recipients.
Timing Users’ News releases by Event Type
Here are a few common occasions when different types of news releases may be sent out, and how to orchestrate them so they don’t get overlooked by users’ media contacts
1)， Upcoming Events and Product Launches
If users’ organization is holding an event, submitting users’ pitch too early can make users’ announcement irrelevant, while sending it too late won’t give users’ public sufficient notice. Aim to send the events news releases at least three weeks prior.
New product or service releases tend to garner more interest and public enthusiasm when timed closer to the launch. Make users’ pitch one to two weeks before the release date, and be sure to include visuals, data, and a description of what makes this release relevant or beneficial in users’ pitch.
When it comes to keeping the public informed on internal news about users’ brand, there are a few common developments that may warrant a news release. These include:
- Funding announcements
- Mergers and acquisitions
- Awards or recognition
- New leadership
- Industry partnerships and alliances
In many cases, significant changes like these may need to stay confidential in a given time frame. In this case, users can deploy an embargo by indicating the date when users’ business news may be released to the public in users’ news release headline.
3)，Crises, Emergencies, and Damage Control
Whether the emergency arises in the public domain, as in the COVID-19 pandemic, or as a private company matter, news releases are one of the most effective tools for maintaining brand integrity in the face of a crisis.
Users should only issue a crisis communication news release after you:
- Define users’ target audience – Who is affected by the crisis, their relationship to users’ business, and what they need to hear to minimize the fall-out.
- Define users’ goals – While responding to an emergency can be a complex, lengthy process, users should still have a sense of what users are trying to achieve with users’ news release.
- Get the facts straight – Emergencies can be complex, but users should be able to answer at least the five W’s: who is implicated, what occurred, where and when it happened, and users’ best explanation of why it occurred.
- Deliberate on users’ response – There’s no point issuing a crisis management statement if users don’t have a sense of how users’ brand will manage the crisis. Users’ news release should suggest how users’ brand hopes to move forward in the wake of the event, within the means at users’ disposal.
- Whenever drafting users’ pitch for an urgent news release, be sure to indicate the time-sensitivity of users’ message by including “FOR IMMEDIATE RELEASE” in the subject line of users’ email.
There are five other factors that can have a significant effect on whether or not users’ news release gains traction:
1), Sensitivity to users’ reader’s time – Users’ pitch and news release should demonstrate a sensitivity to the strain on journalists’ and editors’ time. Keeping users’ language concise and punchy hones users’ message—and it shows respect for users’ media contact.
2), Time zones – Always remember to check users’ recipient’s time zone. This is a particularly crucial detail for companies operating cross-regionally or internationally, so avoid batching users’ PR distribution if users’ media contacts are located in different time zones.
3), Major holidays – Use discretion when sending news releases during major holiday times. If users’ media list spans across the globe, it’s important to research time differences, local holidays, and national customs that may be affecting work in the area. Draft a media list spreadsheet to record where users’ contacts are operating, and periods to be avoided.
4), Over-pitching – While it’s important to maintain a vocal presence in users’ industry, it is possible to overdo the frequency of users’ news releases. Every pitch users make should always be newsworthy for the specific media or news outlet to whom you’ve dedicated users’ pitch. If users over-blast users’ news releases, users’ messaging will not only seem off-key out of touch—you’ll risk being blacklisted by journalists entirely.
5), Lastly, the news climate has a make-or-break bearing on whether or not users’ news release is worthy of editorial attention. If users’ news release pertains to a hot-button issue, it may be an excellent time to drive visibility for users’ brand. Alternatively, getting involved in a fiery public debate can also be a defining moment for users’ brand identity formation—so choose users’ timing (and users’ words) wisely.
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