Best Times To Send Out A Press Release
Press releases are an important part of business communication, both to other businesses and to the public or customers at large. It keeps people abreast of major changes in the company, while also giving brands the opportunity to appear in the media; and control that appearance, since they decide what is said.
Retaining control is even more important to brands in times of crisis when the media weaves a web of conspiracies and sensational stories. So when is the best time to post press releases? Check out our recommendations below.
Right after Crisis – Or Before
When it comes to crisis management, the sooner a company formulates a good response to communicate with the media, the better. In this instance, regardless of day, or the time of day, PR specialists and the brands they represent should communicate at least an acknowledgment of the issue, as soon as possible.
In some cases, brands may know a crisis is about to strike, even before it does. This could mean something as simple as a shortage of ingredients causing a restaurant to remove a fan-favorite from the menu, or a controversial corporate decision sure to hit the media once employees start complaining.
In these scenarios, companies want to be the first to share their side of the story in a press release, or several.
For good news, brands can enjoy more flexibility with when they distribute press releases. Statistics show that the best days to submit or publish press releases are on work days.
According to this study, 18 percent of press releases were released on Tuesday, and press releases received the most views on Wednesdays. However, other findings from the study show that it doesn’t really matter what day of the week brands publish press releases, as the days they receive the most views remain the same.
Of course, this depends on the kind of press release the company submits. Sales for items in high-demand or a change of leadership for a popular executive will make the news immediately and can expect a lot of traffic.
According to this study, the best time of day to publish articles is before noon local time. Of course, if the press release is submitted to other media agencies, PR experts should keep in mind the time zones where press releases are delivered. From 9 a.m. in the morning to 12 noon represented the best times to submit a press release. PR experts could also consider before 9 a.m. as another reasonable and effective time.
Most companies try to get the press release out as soon as possible for news agencies to grab their story and run with it. However, with today’s 24/7 news cycle, publishers still use these press releases, if for no other reason than to ensure they get the news out first.
In truth, the success of press releases depends more on great content and newsworthy stories than just when the press release is published. There are always many other press releases that brands need to rise above by distinguishing their own content.
Even so, posting during the week before noon remains the best time to share good news. And as for bad news, PR experts should send out press releases as soon as possible, regardless of time or day.
Chris Burch is a venture capitalist and founder of Burch Creative Capital.