If you’re looking to distribute a press release, it’s important to keep in mind the best day for press release distribution.
You’ve already got a noteworthy article, created a catchy headline, and succinctly expressed your point in a few words. Making sure that it is read is now the challenging part, which is why knowing the best time and the best day for press release distribution is key.
Even the top public relations experts have encountered this issue in the past. Even the best-written press release might be drowned out by other internet activity and lost in the din. Your post may be at the top of your target audience’s email one moment, but the next, it may be buried beneath memes and the most recent hot hashtag.
Here’s a little secret: Timing is essential if you want the correct audience to see your tale, which is why you must pay attention to the best time and best day for press release distribution.
Why Timing Is Critical
The adage “the early bird gets the worm” is well known. However, rushing to get your press release picked up isn’t always the best course of action. Knowing what is the best day for press release distribution is crucial.
The constant movement of the news cycle in today’s world has both significant benefits and drawbacks. The top story can quickly change due to increased accessibility and social media. That’s excellent for a journalist trying to spread the most recent information but not so great for PR specialists trying to have their story read.
Modern PR teams face a significantly more significant disadvantage than their predecessors due to the nature of the constant news cycle of today. According to a PR Daily article from 2018, there are 6 to 1 more journalists than PR professionals, making it more challenging to get your release picked up by prominent news outlets. The likelihood that your email will even be opened decreases as fewer journalists cover more stories than ever.
What, therefore, can we do to alter that equation so that the odds are in our favour? I’m sure you already guessed it. You must understand when the moment is appropriate and, maybe more crucially when it is not.
What is the Best Day for Press Release Distribution?
The time of day a press release is released must be considered in order for it to be effective. Otherwise, you’d be better off leaving it in the draughts.
Research from Prowly, a PR technology company, revealed two crucial results when choosing the best moment to post your release. First, with a 31.54% open rate, emails sent between 10:00 AM and 2:00 PM local time have the best chance of getting read. Outside of that range, engagement falls as low as 3.44%, which is terrible. Second, Thursday morning is the day you have to seize the moment.
Consider this: You’ve probably finished your most significant chores by the end of the week. Now that you have some free time before your lunch break, you may sit down and organize your unread emails. The mind is solely in weekend mode after that. If you miss a deadline on Thursday, it would be best to wait until Monday morning to share because open rates on Saturday drop to 2% before rising to 19% at the beginning of the week.
Think about your own process: Do you frequently read emails delivered on a Friday afternoon? What about after lunch, when you’re attempting to finish any urgent tasks with an evening deadline? Or right after you enter and have just finished your first cup of coffee?
In a nutshell, no. Your target market is the same. Sending your press releases on Thursdays later in the morning, if you can, is an intelligent idea. If not, you can bid your open rate farewell.
There are few exceptions to these rules, like with every excellent rule. It’s sometimes vital to issue a press release immediately, especially if you want to handle a dispute or get in front of an upcoming article. Aim to publish a time-sensitive story at least two days before a significant holiday if it falls on or around that day.
Although you are the expert on your target market and content, we advise using these recommendations as best practices for standard releases.
Other PR strategies to Consider
While time is an important factor, there are several other strategies you can employ to make sure your press release gets off to a strong start:
Make a plan in advance: We advise considering the purpose of your press release when planning your schedule. For instance, waiting until the day of the event is unlikely to help you attract the kind of audience you’re after. Instead, planning your release will probably result in you receiving the media attention you need to attract customers. You can also provide post-event coverage to increase engagement and optimize your influence.
You can also think about releasing your material early but with an embargo. A PR embargo is used to remove confidential material that is supposed to be kept under wraps until a specific date. As a result, writers can write a story that is more in-depth before it is published.
Keep track of things using a calendar: No matter how big or small your company is, your PR team probably deals with many moving components.
A media coverage schedule outlines the major elements of your release, from the initial pitch through the media channels it will be published on. By mapping out your plan, you can help your team make better decisions regarding future marketing events and better understand how your timetable fits with other business units.
Think about using a distribution service for press releases: Working with a press release distribution provider might be a good idea if you want to ensure your release gets read. These organizations operate in two ways. Some will distribute your story to a pre-existing list of media contacts and journalists. In contrast, others will post to websites pertinent to your sector to introduce you to influential people in that field.
Although they aren’t the only options, they will make your press release stand out from the crowd. Also, if you take anything away from this, vow that you won’t ever send a press release out on a Saturday at 2:00 AM.
So there you have it, the best day for press release distribution, along with some other tips that should help you out with your press release marketing.
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