When Is The Best Time To Send A Press Release
Ah, the press release. That magical piece of paper (or digital file, let's be honest) that’s supposed to make reporters flock to your doorstep, clamoring for the inside scoop. It's like sending out a little bird with a very important message. But when is the right time to unleash this feathered messenger?
We’ve all been there. You’ve got news! Big news! World-changing news! You’ve crafted the perfect headline. Your quotes are chef’s kiss. You’re ready to tell the world. So, you hit send. But… crickets. Why? Maybe your little bird flew into a window. Or maybe, just maybe, you sent it at the wrong time.
Now, you’ll hear all sorts of advice. The “experts” will tell you to send it Tuesday, Wednesday, or Thursday. Between 10 AM and noon. They’ll talk about news cycles and editorial calendars. Blah, blah, blah.
But let’s get real. This is the stuff they don’t tell you in the fancy PR courses. The stuff that’s a little unconventional. The stuff that might make your seasoned publicist wince. But hey, we’re here to have a little fun, right?
So, here’s my unpopular opinion. Forget the textbook timings. Let’s talk about the real best times to send a press release. The times that might just catch them off guard. The times that might make them actually read it.
First up: Friday afternoon. I know, I know. It’s practically sacrilege. The weekend is looming. Reporters are mentally checked out, planning their Netflix binges and elaborate brunch plans. But think about it. What’s happening on a Friday afternoon? Not much. The news cycle is slowing down. They’re looking for something to fill that last-minute slot before the weekend news vacuum. Your amazing announcement? It could be the perfect filler. It's like finding a forgotten cookie at the bottom of the jar. A pleasant surprise!
Friday afternoon is the unsung hero of press release timing. Embrace the calm before the weekend storm.
Next, let’s consider early Monday morning. Again, hear me out. Everyone else is sending their releases on Tuesday, Wednesday, and Thursday, clogging up inboxes when editors are already drowning. But on Monday morning? They’re just getting back into the swing of things. They’re still nursing their coffee, trying to remember their own names. Your email might be one of the first they see. It's like being the first person in line at the bakery. Fresh goods, guaranteed!
Or, how about late on a Sunday night? This one is for the truly brave. The ones who want to make sure their news is the first thing on an editor’s mind when they wake up on Monday. Imagine their inbox. It’s empty. Then BAM! Your perfectly crafted press release sits at the top. They’ll be thinking about it all night. Maybe they’ll even dream about it. Okay, maybe not dream, but you get the idea. It’s the digital equivalent of leaving a love note on their pillow.
And then there’s the wildcard: during a major, unrelated news event. Yes, you read that right. When the world is captivated by something huge – a political scandal, a natural disaster, a celebrity breakup of epic proportions – the news cycle is completely saturated. Your tiny announcement might get lost in the shuffle. BUT! If your news is genuinely groundbreaking, if it's something truly different, it might just be the breath of fresh air a weary reporter needs. It's the calm, quiet indie band playing at a rock concert. It stands out because it's so different.
Think about it. Everyone else is reporting on the same thing. They're tired. They're stressed. And then, there’s you. With your quirky, innovative, completely-off-topic-but-brilliant news. It's the palate cleanser they didn't know they needed.
Of course, this is all in good fun. The tried-and-true methods probably work for a reason. And if you have a real deadline or a time-sensitive announcement, you’ll stick to the conventional wisdom. But sometimes, just sometimes, a little bit of unpredictability is what makes the difference. It’s about understanding the human element behind those desks.
Reporters are people. They have weekends. They have Mondays. They have moments of sheer exhaustion. And they also have moments where they’re looking for something new. Something interesting. Something that breaks the monotony.
So, the next time you’re ready to send out your masterpiece, consider a little detour. Maybe try that Friday afternoon send. Or that early Monday morning push. You might just surprise yourself. You might just get that coveted coverage. And you might just make a reporter smile. And isn't that, in its own way, the ultimate win?
Remember, the best time to send a press release isn’t always the busiest time. It’s the time when your news has the best chance to be heard. The time when it can cut through the noise. The time when it can land like a perfectly timed punchline.
So, go forth and strategize. But don’t be afraid to get a little creative. The journalism world is a wild and wonderful place. And sometimes, the best stories come from the most unexpected send times.