Aisling McCarthy offers an easy-to-follow guide on the best days and times to send out your press releases.Vogue Magazine’s
Anna Wintour summed it by saying: “It’s always about timing. If it’s too soon, no one understands. If it’s too late, everyone’s forgotten.”
So you’ve just finished writing that press release filled with big news about your client, but it’s 3.30pm on a Friday afternoon. Do you send it?
The chances of that press release being read are pretty low. So you have to consider a few things before sending your perfect press release out.
- When do journalists and editors check their emails?
- When are they too busy to give my work a chance?
- How do I make sure my email lands at the top of their inbox?
Not sure of the answer to some of those? Don’t worry, we’ve got you covered.
What’s the best day to send press releases?
Tuesdays, Wednesdays and Thursdays are all a good bet for getting your press release read. Tuesdays are the most popular day for press releases to be sent out, followed by Wednesdays and then Thursdays. But why is that?
Remember that you want to send your press release at a time when it’s likely to be noticed by the media. So obviously, weekends are a no-go.
Mondays and Fridays are best to be avoided as well. The beginning of any week is hectic, while journalists are trying to put together content for the week. The end of the week is equally busy, as journalists and editors try to wrap up everything before the weekend.
Also, an important thing to keep in mind is when there are public holidays
. Sending a press release out a day before – or after – a long weekend almost guarantees it won’t be seen. Check your calendar before
What’s the best time to send press releases?
While there is no answer that works every time for every journalist, there are some guidelines you can work with. Generally, between 08:00 and 09:00 tends to be the most popular time to send, as click-through rates tend to be the highest then.
The next most-popular times are between 10:00 and 14:00, as people in the media have time to check their emails, and deal with press releases then.
Want to know how to cut through all the noise? Most press releases are scheduled to be sent on the hour. Why not try to schedule yours at an unusual time? Try 10:43 instead of 11:00. By sending your press release slightly ‘off” time, you might be able to stand out from the rest.
media update top tip: Got big news to share? Friday at 16:00 is NOT the time to send it.
Things to keep in mind
Before you send your press release, just keep a few things in mind:
- Is this media person in the same time zone as me?
- Is there a public holiday this week?
- What major religious holidays are there this week?
If you’re unsure of the best time to send your press release – why not ask the media? Hearing it straight from the horse’s mouth is often the best way to build your strategy.Worried you aren’t going to remember all that information? No problem! Check out this simple cheat sheet:
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Sent your press release at the perfect time, but still not getting much media interest? Follow these 10 Steps to getting your press release published.