There is an old saying: time is precious. It applies to everything, especially to consider when sending a press release. After all, the difference in just knowing when to send a press release matters. Whether the business is announcing the launch of a new product or service, sharing a significant milestone of business, or an upcoming event, timing can influence its visibility and likelihood of being picked up by journalists.
In 2022, the United States alone accounted for over one-quarter (or approximately 27.6 percent) of the global public relations (PR) tools market value.
But then, when is it time to do a digital press release? The answer is not what any business will think; it is factored in several things.
Understand the Need for Timing
One significant factor in distributing press releases is timing. Pitching the press release at the right time can enhance the chances of it being noticed instead of being buried in the email flood.
Timing is essential for one primary reason: all media receive several press releases daily. Thus, knowing how press releases will be distributed on time becomes a matter of pivotal importance. The research proves that the best time to send any press release is 10 a.m. to 2 p.m. This is shown in the studies, wherein the open rate of emails during these hours is 31.54%, which is enormous.
Apart from time, the second important thing to consider in PR strategy is the day of the week when distributing the press release. There is an opinion circulating in the industry that Thursday, followed by Tuesday and Wednesday, is the best day for pr distribution.
Comprehending the Media Landscape
Increasing media influence requires one to understand the media landscape. While the media works on a 24/7 news cycle, not all times are created equal. There are specific times of the day when editors and media persons open their inboxes to be more receptive to newsworthy content. That is why businesses need to consider the timing of their media coverage.
This will include deadlines for publication, industry news cycles, and the competition for an increasingly oversubscribed attention span at peak times. This will enable one to decide the best press release time. However, the increased role played by social and digital media efforts has significantly impacted timing, given that news consumers access the posts anytime.
A business will maximize its exposure by timing its press release when journalists are most likely to open, read, and share their news.
Determining the Best Day For Sending Out Press Releases
Identifying the best day for press release distribution can increasingly influence media coverage. Here is the discussion on why Monday, Friday, and weekends are not the best time to send press releases.
Why Mondays are Not a Big Deal
Mostly, people hate Mondays and want to keep the work pace slow. Usually, journalists and media do not wish to hoop on Monday meetings and are still trying to navigate the week. Media outlets receive 300 emails on average on Monday, and there is a higher chance that the press release will get lost in the flooded inbox.
The high influx of emails at the start of the week can hurt the visibility of the press releases due to the increased demand for attention in the inboxes of media persons. Therefore, it is not recommended that press releases be sent on Monday.
Mid-week Benefits
The email open rate in the mid-week is slightly better than on Monday. Tuesday and Wednesday offer a slight edge over the start of the week, making these days good to send out press releases. Journalists seek newsworthy content and pay attention to their flooded inboxes to find some.
Do not even think about Fridays and Weekends.
Press releases are seriously prohibited on Fridays and weekends due to the lower open rate, which is only 2%. This is because, on Fridays, media outlets and journalists wind up their work before the work break, and the weekend is for relaxation. Nobody wants to work on the weekend, so consider this before sending the press release.
Specific Time Slots for Press Release Submission
Timing is the most crucial consideration for the press release distribution services. The purpose is to get the attention of the media persons and get media coverage. Here are some specific time slots to consider while sending the press release.
Morning Hours
Plan of pitching the press release in the morning: Since journalists and PR representatives typically check their emails upon starting their workday, 7 am or 9 am is an opportune time to send.
Midday and Early Afternoon
Another particular time slot is from 10 am to 2 pm. These are the most productive hours of the media industry, where everyone is actively working, increasing the chances of getting their attention. This period allows the journalists to review their emails and pending tasks during the break while catching some breath.
Time Zone Consideration
If the business wants to send a press release to get international coverage, it needs to consider the time zone of the respective country as well.
Keep Track of Holidays and Weekends
Finally, do not send press releases over the weekend or during the local or major holidays. These days, most media persons and journalists are not available for their day-to-day tasks, let alone for checking their inboxes. Therefore, it is wise to consider these periods as well.
Influence of Industry Events and Announcements
The timing of the PR campaigns does not pertain to the day or hour but to various industry-specific events and announcements. Press releases can be perfectly timed to match such events and will hugely impact a business’s media exposure and audience engagement. Here’s how:
Timing releases to coincide with industry conferences and trade shows
Conferences and trade shows are two primary gathering points for businesses, industry luminaries, and media to share and discover the latest trends, innovations, and developments. A conference or tradeshow provides the perfect opportunity to piggyback your press release and increase its impact, as the focus on newsworthy items about the particular industry of interest will already be heightened. In fact, by timing the news release with a major conference or tradeshow, a wider audience will be garnered owing to the increased media exposure.
Utilizing Big Industry Announcements
The media rush to report related news when an industry announcement is made for a regulatory change, innovative breakthrough, or a significant merger. Businesses can time a press release to follow or closely align with such an announcement, locating themselves within the discussion. In other words, strategic timing will raise the chances of the press release being picked up as part of broader industry coverage.
Matching Content to Event-Specific Themes
Industry events are usually organized around specific themes or focuses, like sustainability, digital transformation, or emerging technologies. One can make this content in the press release relevant and attractive to event-centric journalists by tailoring it to resonate with the event’s themes. This approach will increase the possibility of pickup in the media and align the business with essential stories about the industry, positioning it as a thought leader.
Timing Solutions from Press Connect to Maximize Your Media Impact
Timing is everything in press releases, and understanding the intricacies of the media landscape, industry events, and optimal distribution times can exponentially increase your media impact. However, correctly timing these factors can often be tricky. That’s where Press Connect comes in. At Press Connect sophisticated tools are combined with expert insights to enable you to plan and execute a press release at the right time for maximum reach. Be it timing following industry events or optimizing for peak media hours, Press Connect is your trusted partner in maximizing the success of your press releases.
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