It seems like an easy question and one CNW is asked often: when is the best time to send a news release? The answer, however, is frustratingly vague and every newswire, journalist, editor, analyst, broker and public relations professional will offer their own interpretation of “best.”
In the past, a nine to five workday; a trading day that opened at 9:30 am and closed at 4:00 pm; rigid print production schedules and top-of-the-hour newscasts provided a good indication of when and whether your story would be noticed.
These days, the immediacy of the web and a never-ending communications lifecycle means the best time to send your news release is now. “Send it as soon as it’s ready. We really are up and running all day and night,” advised Kirk LaPointe, Managing Editor of the Vancouver Sun at CNW’s Breakfast with the Media this past April.
Scott Anderson, Editor-in-Chief, CanWest News Service, concurs:
Jeremy Porter, digital communications strategist and blogger at Journalistics, recently concluded that there is no single best time to send your news release. The trick to optimizing your potential for news coverage is finding the best time to send your news. He offers a list of helpful tips to determine when that time may be. Among them:
Figure out where you’d like your news to appear
Is it the 6:00 news or is the top-ranked blog in your industry? Your objectives for media coverage should guide when the release is distributed.
Make sure you really have ‘news’ in your news release
When drafting your news release, ask yourself “who cares.” If you can’t answer this, you probably don’t have news.
Web traffic is an okay outcome for a news release too
There was once a time when only media read news releases, but now anyone can find your release online. Drive traffic back to your website and social media properties by including links in your release.
When do you find is the best time to send your news release?