Companies write and distribute press releases to share their news with the world. However, writing the release is only the first step in the process. Indeed, they need to know where and when to distribute it. We’ve figured out the best day to distribute a press release, and we’re explaining the reasoning behind it.
What is the best day to distribute a press release?
According to an analysis of data from multiple sources, the best day to distribute a press release appears to be between Monday and Wednesday.
A range of sources looked at the open rates and response rates of press releases and outreach emails in general to come to this answer.
Here are the results of a few studies.
A study from Fractl revealed Monday through Wednesday are the three best days to send out a press release. They found that just under 50% of the journalists surveyed have a two-day deadline for their content. As a result, it makes sense that the worst days to send out a press release are Thursdays or on Fridays when they already have their stories lined up for the week.
On a Business Wire study, MarketingProfs found that the best day to distribute a press release is Tuesday.
By looking at email marketing campaigns, GetResponse found that emails sent on a Tuesday had the best click-through rate.
Backlinko found that outreach emails sent on a Wednesday had the better chance to get a response, but there was only a 0.14% difference between the worst and best days.
If we give each day one point for each time it’s recommended by one of these studies, Tuesday and Wednesday are tied at four points each, and Monday has three points, so that’s a close call. .
This makes sense that more people are reading press releases on Tuesdays and Wednesdays than on Mondays, as a lot of people have a lot to catch up Mondays and lots of emails to read.
When is the best time to send out a press release?
Knowing what is the best day to distribute a press release is not enough, you also need to know what is the best time to send it. The morning is the ideal time to send out a press release, with a time that is not on the hour or on the half hour, so 9:26 am rather than 9:00 am, for example.
Most marketers use outreach software to send press releases automatically. However, most tools can only schedule emails every hour or half hour.
This is an issue as media and journalists will receive an influx of emails in their inbox at these times. Sending a press release at the same times as many others means it could get lost in the noise.
At Fractl, they believe that morning until noon is a good time to launch your press release, while Siege Media is more accurate with emails sent between 8:00 am and 9:00 am getting the best open and click-through rates .
On the other hand, Ragan considers 7-9 am to be the best time to send a press release.
What’s essential to remember with all of this is the local time zone.
Ideally, you want to land in the inboxes of the reporters and editors you are targeting early in the morning. But be careful to send your press release too early or it could be drowned out by everyone else who landed before it.
Knowing that it’s time not to send out your press release is just as essential to getting your story picked up.
Don’t send your press release outside office hours, unless it’s important news that can’t wait until the morning.
If you have any breaking news, be sure to follow social media or phone contact so it definitely gets picked up.
Another exception to the rule of delivering press releases at the start of the day is when you have financial releases to send.
This type of news – on securities, indices and currencies – usually comes out at the end of the day.
Do your best to avoid sending out a press release on Friday afternoon. Indeed, nobody wants to read emails at the end of a long week. It will probably be pushed back to Monday morning, if it gets coverage media.
How far in advance should you send out a press release?
When it comes to choosing the best day to distribute a press release, you must also consider what the press release is about. If your PR is related to a specific event, you should send out your press release two to three weeks before an event like a conference or store opening, while a pitch to a glossy magazine may need to be published months in advance.
It’s important to give journalists and writers the chance to fit you into their schedule and to preserve their fear of missing out.
When your press release is urgent – whether you’re running a flash sale or you’ve had to cancel an event – following up with the journalists you’re trying to contact will help you get the urgent coverage you need. And in this case, you should worry less if it’s the best day to distribute a press release and more about getting that press release into the right hands.
How often should you send press releases?
You should send out press releases as often as you have something interesting to say, without overdoing it.
You’ve consumed media all your life, so you’ll know what kind of stuff the media, radio stations, and magazines are interested in covering.
While everything your small business or big brand does is very important to you, does your target audience want to hear about it?
If you start bombarding reporters with irrelevant news or spam, you risk being added to their spam list.
Likewise, when choosing to speak on topical issues, stay relevant and try not to just shout into the void.
If your organization has in-depth knowledge of new legislation or is directly affected by a current event, a press release is in order, but don’t comment on every little thing.
It can also be counterproductive to have a target number for your press releases.
Deciding to do one release per month might seem like a logical step, but you can end up creating a story for fun and wasting your resources.
Remember that quality matters more than quantity.
You want the journalists you engage to view your press releases with a positive eye. That way, when your business name lands in their inbox, it will stand out and grab their attention.
Featured Image: Megapixl ©Flynt
