After a long day of follow-upping, it seems like you and your press release are only getting on the editor’s nerves. Remember: in an ideal world, a press release should make a journalist’s job easier – that’s why it’s really important to schedule your releases accordingly.
For the perfect timing, all you need is a slice of empathy – try to imagine a journalist’s week: when are they too busy to read their emails? Their Mondays are probably too crowded to give your material a chance, and Fridays are also often off for many journalists. Staying in the Tuesday-Thursday timeline, when do you think editors can check their emails? Well, surely not in the early morning hours, neither after 3 o’clock, when they are happily finished reading other press releases. Try to schedule your letter either for the morning hours or the early night period to ensure the highest coverage possible! How can you make sure that your email lands at the top of the journalist’s inbox is also an interesting question: press releases are usually sent out on the hour to meet deadlines, so if you’d like to ensure that your email stands out from that noise, try to sneak your release in a less crowded time – for example, instead of 9 AM on the dot, go for 09:35!
Many PR pros don’t think of night hours as a possibility for sending out press releases, although there’s a huge potential in that: of course, when you’re finally out of work and enjoying your free time, you might not want to care about that, but try to pre-schedule your email or use a software where you can pre-upload your content, so all you have to do is press the “publish” button. Just think about it: if you distribute your story at 8 PM, your email will probably be among the first ones that will pop up in the editor’s mailbox in the morning, so you’ll have an outstanding chance to get great coverage.
Do you have a breaking story which has to be distributed right away, even if it’s on a Friday afternoon? No worries: if you don’t see the numbers on Monday, you still have chances with a really effective round of follow-up – read our article about the topic and be a follow-up pro!