News Release Basics: Part One
Published on July 3rd, 2012 by Renee Sylvestre-Williams
Mitch Schneider, Senior Account Executive – Agencies knows a lot about gaining the media’s attention. It starts with the news release. That’s right, it only starts with the release. There’s so much more that needs to be done before a journalist takes interest. He reveals the tricks in our three-part series.
When is the best time to distribute a news release?
by Mitch Schneider
Try to avoid Mondays, Fridays and weekends when sending out your news announcements. Mondays tend to have the highest volume of press releases, so your release may get lost in the Monday swell. As for Fridays and weekends, most journalists and media members take two of these three days off, so there’s a good chance your release won’t cross the path of a reporter (and even a consumer) on that day.
As for time of day, most news releases are sent out right on the hour (i.e. 7:00 a.m., 8:00 a.m., 11:00 a.m., etc.). Because of this, I recommend distributing your company news off the hour, like 7:55 a.m., or 9:15 a.m. This makes your release stand out a bit more from the crowd.
If you’re targeting U.S. media, you’re better off sending news in the morning hours of Eastern Standard Time (EST), since most journalists, media members and consumers are free to consume news during these morning hours, and not in the afternoon when they’re either working or on deadline.
The ideal days and times to send out news are Tuesday, Wednesday, or Thursday, anytime between 6:00 a.m. and 11:00 a.m. EST, OFF the hour.
The same principles hold true for international distribution, EXCEPT keep in mind the time difference of where you are distributing your news release. For example, if you’re in New York City, and you’d like to distribute a release to London media, be sure to note London is five hours ahead of NYC. As a result, you’ll want to set your release time somewhere between 1:00 a.m. and 6:00 a.m. EST.
Next week: The best multimedia for your releases