The Ultimate Guide to Finding the Best Time to Send a Press Release
Timing is everything, especially when it comes to sending press releases. The right timing can be the difference between your press release getting noticed or getting buried in a sea of emails. In this guide, you’ll discover the best time to send a press release for maximum impact and learn how to craft an effective press release that captures the attention of journalists and media outlets.
Key Takeaways
Determine optimal day for press release distribution to maximize open rates and coverage.
Avoid sending on Mondays, Fridays and weekends. Aim for 10 AM, 2 PM.
Monitor performance to assess success & improve effectiveness through subject lines, newsworthiness & relationships with journalists.
Determining the Optimal Day for Press Release Distribution
Choosing the optimal day for your press release distribution can significantly influence its reach towards the journalists and media outlets most likely to cover your story. The optimal days for press release distribution are Tuesdays, Wednesdays, and Thursdays, with Thursdays having the highest open rates.
The subsequent sections will detail the rationale for this and elaborate on why avoiding Mondays, Fridays, and weekends often leads to more favorable results.
Why Mondays Aren't Ideal
Mondays mark the beginning of the work week, making it a challenging day for your press release to stand out. Journalists typically receive around 300 emails on Mondays, which can make it difficult for your press release to be noticed. In fact, 57% of journalists favor receiving pitches on Mondays compared to other days, but only if the subject lines are compelling enough to grab their attention.
The high volume of emails on Mondays can have a negative effect on the visibility of your press release due to the increased competition for attention in journalists’ inboxes. Hence, it is recommended to refrain from sending press releases on Mondays to optimize visibility and to be mindful of the timing of your press releases.
The Perks of Mid-Week Distribution
Mid-week distribution, particularly on Tuesdays and Wednesdays, offers improved open rates and heightened possibilities of media coverage, making it an ideal time for sending a good press release. In fact, media coverage is known to differ during mid-week compared to other days of the week, with Friday and Saturday being unfavorable for media intake.
Research conducted by PR firm Prowly indicates that the most advantageous time to send press release notifications is from 10:00 a.m. to 2:00 p.m. midweek. This is a widely accepted practice among PR professionals, making mid-week distribution a key factor in the success of your press release.
Avoiding Fridays and Weekends
Sending press releases on Fridays and weekends is not recommended due to lower open rates. Research indicates that press releases sent on Thursdays have the highest open rates, ranging from 22% to 25%. However, open rates for press releases sent on Fridays and weekends are generally lower, with rates typically around 2%.
Statistical evidence indicates that press release open rates are lower on Fridays and weekends. As a result, it is recommended to avoid sending press releases on Fridays and weekends and instead opt for the more favorable days of Tuesday, Wednesday, and Thursday to maximize the chances of your press release being opened and read.
Timing Your Press Release for Maximum Impact
Apart from choosing the right day, the timing of your press release can substantially impact its success. The best time to send a press release is between 10 AM and 2 PM, but off-peak hours and time zones should also be considered for increased visibility. The upcoming sections will detail various factors that contribute to the ideal timing of your press release.
Morning Success: 10 AM to 2 PM
Sending press releases between 10 AM and 2 PM, especially in the early afternoon, yields higher open rates and better chances of media coverage. Studies have demonstrated that email engagement is highest during this time frame, with an impressive 45% click-through rate. In fact, over 60% of journalists prefer to receive pitches in the early morning, while 30% consider afternoons better.
Sending your press release during this optimal time frame improves the chances of it being opened and read by journalists and media outlets. This, in turn, can lead to increased media coverage and visibility for your news or story.
Off-Peak Hours Advantage
Scheduling a press release during off-peak hours, such as odd minutes past the hour or even a half hour, can help it stand out from the competition. Opting to distribute during a less competitive time, such as 10:23 AM, can increase the likelihood of your press release being read and can provide increased visibility online through improved findability in search engines.
Distributing press releases during off-peak hours can provide a competitive advantage by reducing the likelihood of competing with other news releases and increasing the chances of being noticed by journalists and media outlets.
Time Zone Considerations
Awareness of your target journalist’s time zone is essential to guarantee that your press release is sent at an opportune moment and has an increased probability of being read. Tools such as Time Zone Converter and Time and Date can be utilized to ascertain time differences, holidays, and local customs.
Taking into account the target journalist’s time zone when sending your press release can ensure its receipt at a suitable time. So, before you hit send, make sure you’ve considered the best time to boost the chances of your press release being picked up and covered.
Crafting an Effective Press Release
An effective press release, including political press releases, should have a strong subject line, newsworthy content, and foster relationships with journalists.
The subsequent sections will detail the key aspects of crafting an effective press release that captures the attention of journalists and media outlets.
The Power of a Strong Subject Line
A compelling subject line is crucial for capturing journalists’ attention and increasing open rates. When crafting the subject line for a press release, it is important to:
Be specific and clear
Summarize the main point of your press release concisely
Aim to keep the subject line around 50 characters or fewer to maximize impact
Avoid using jargon, buzzwords, or vague terms
Crafting a catchy and compelling subject line enhances the chances of your press release being viewed and read by journalists and media outlets. This can lead to increased media coverage and visibility for your press release.
Newsworthy Content
To maximize the potential for media coverage, it is important to ensure the press release contains newsworthy content that is both relevant and timely. Content deemed newsworthy for a press release is typically determined by factors such as:
Impact
Timeliness
Prominence
Proximity
The bizarre
Conflict
Ensuring your press release contains newsworthy content boosts the chances of it being picked up and covered by journalists and media outlets. This, in turn, can lead to increased media coverage and visibility for your news or story.
Building Journalist Relationships
Developing relationships with journalists can increase the likelihood of your press release being selected and reported on. Building relationships with journalists for press release distribution can be achieved through:
Showing appreciation for their work
Engaging with them on social media
Avoiding any disqualifying factors in your press releases
Cultivating relationships with journalists enhances the probability of your press release being picked up and covered, ultimately increasing its visibility and success.
Planning Ahead: When to Schedule Your Press Release
It is important to factor in the newsworthiness of your content, including breaking news, financial releases, and any upcoming holidays or special events when formulating a press release schedule for news sites. Additionally, consider other breaking news that may impact the visibility of your content.
In the following subsections, we’ll discuss how to assess newsworthiness and navigate holidays and special events when planning your press release schedule.
Assessing Newsworthiness
To determine the urgency of news in a press release, one should consider the following factors:
Utilizing verbs that convey action, impact, and value
Assessing the current state of the market and what makes the news distinct
Evaluating if the news is breaking or invokes a sense of urgency
Examining if the news has the potential for high recall value
Incorporating quotes from relevant individuals to explain the importance of the news
Evaluating the newsworthiness of your press release content helps in deciding the best time to send your press release, ensuring its relevance and timeliness, thereby boosting the chances of media coverage.
Navigating Holidays and Special Events
Be cautious of sending press releases around holidays and special events, as they may impact open rates and media coverage. It is recommended to send press releases at least 3 weeks in advance of holidays to provide journalists with sufficient time to disseminate the information prior to the public announcement deadline.
By considering holidays and special events when planning your press release schedule, you can ensure that your press release is sent at an appropriate time and avoid potential negative impacts on open rates and media coverage.
Monitoring Your Press Release Performance
Once your press release has been sent, it’s important to monitor its performance in order to evaluate its effectiveness and identify potential areas for improvement. The upcoming sections will detail how to analyze open rates, track media coverage, and leverage social media engagement to monitor your press release performance.
Analyzing Open Rates
Analyzing open rates is an important metric for determining the effectiveness of your press release distribution strategy. Open rates can be calculated by dividing the number of emails opened by the number of emails delivered, excluding any bounced emails.
Analyzing open rates allows you to gauge the success of your press release distribution strategy and make necessary adjustments to enhance the chances of your press release being opened and read by journalists and media outlets.
Tracking Media Coverage
Tracking media coverage involves monitoring and analyzing the media coverage of a press release in order to measure its success and identify areas for improvement. To track media coverage of a press release, you can utilize Google Alerts, media monitoring tools such as Talkwalker or Determ, bookmark relevant websites and outlets, monitor offline publications, and compare performance against prior campaigns.
Tracking media coverage enables you to measure the success of your press release and identify areas for improvement, ultimately enhancing the effectiveness of your press release strategy.
Utilizing Social Media Engagement
Utilizing social media engagement after your press release has been published can help boost brand awareness, credibility, and community engagement. The most effective social media platforms for promoting a press release are:
X / Twitter
LinkedIn
Facebook
Instagram
Engaging with your audience on social media after your press release has been published can help increase the visibility and impact of your news or story, ultimately contributing to the overall success of your press release.
Summary
In conclusion, timing is crucial when it comes to sending press releases. By carefully selecting the optimal day and time, crafting an effective press release with a strong subject line and newsworthy content, building relationships with journalists, and monitoring your press release performance, you can greatly increase the chances of your press release being noticed and covered by media outlets. Now that you have the tools and knowledge to successfully distribute your press releases, it’s time to make your news stand out and reach your target audience.
Curious to learn more about how Salient PR can elevate your public relations? Visit our website to explore our services and success stories.
Frequently Asked Questions
What date should be on a press release?
The press release date should reflect the day of distribution or publication, typically the current date. This ensures readers have access to up-to-date and relevant information that they can take action on.
What is the best time to schedule a press conference?
For maximum coverage by the media, it is best to schedule your press conference between 10:00 a.m. and 2:00 p.m. on weekdays, with Tuesdays, Wednesdays, and Thursdays being the most ideal.
How long before an event should a press release go out?
Press Releases for Events should be submitted 3 weeks in advance, and Press Releases for Product Launches should be submitted 1-2 weeks before launch.
When not to issue a press release?
Monday is not a good day to issue a press release as journalists are flooded with emails and your press release risks going unread.
What days are best for press releases?
For optimal results when sending a press release, Tuesdays, Wednesdays, and Thursdays should be the target days. Thursday has been found to have the highest open rate, but avoid Fridays as your story may not get published until the weekend.
