One of the most frequently asked questions by companies who want to tackle their own PR is the following: when should I send a press release to editorial offices? You'll find out here.
The News Week
Before I can answer this question (spoiler: the answer is Monday or Tuesday), I would like to introduce a term: the news week. The news week runs from Monday through Friday. The earlier your news is shared in the week, the greater the chance it gets published. The later in the week you share news, the less the chance of publication.
The most extreme consequence of this rule: a message emailed on Friday afternoon at 4 PM usually leads to a negligible number of publications. Many PR agencies send out messages on Monday morning or on Tuesday.
Dynamics in an Editorial Office
It is wise to consider the dynamics within an editorial office. Often, journalists consult with each other and/or their editor-in-chief before they produce a more in-depth article. This prevents duplication of copy and ensures that an editorial course can be steered.
After sharing a press release with a journalist, they need to:
- Find the time to read the message. With more than 100 press releases per day, that's a hefty job. (That's why a catchy title is important);
- Assess the message;
- Possibly discuss the message with a colleague or during an editorial meeting;
- Find the time to give you feedback.
If you send a message on Friday afternoon, there's precisely no time to discuss it. If you send it on Monday or Tuesday, the chances are highest that you will hear back within the same week.
American Research on PR
Ragan, an American PR and HR agency (why not), conducted research on which days press releases are usually sent. In the images, you can see that Tuesday and Wednesday mornings are particularly popular. The rationale behind this is the following. On Monday, journalists are still busy clearing out their inbox and catching up on work. According to research, Tuesday is a more opportune day.
Sending a message between 10 AM and 2 PM optimizes the open rate. Most emails are opened around these times. That makes sense: around that time, you open your inbox and work through emails. Other PR professionals and studies also name Monday, Tuesday morning, and Wednesday as the best days to send out a message. Monday morning is less advisable due to the ‘rush hour’ in a journalist's inbox.
Additional Rules of Thumb
The following rules of thumb might be helpful:
- Do not send out a press release on Friday afternoon;
- Do not send a message at the end of the day;
- Postpone a message if a disaster occurs or another dominating news story takes over (the coronavirus is a good example);
- Take advantage of slow news periods: the time when the news supply dries up (for instance, during summer vacation is a good period to send press releases);
- Contact a regional paper or blog in time. By reaching out two weeks in advance to a 'sufferdje' (local newspaper or bulletin), you can be sure you're on time.
Conclusion
There seems to be some consensus: sending a message at the start of the week is most effective. By sending a message at the start of the day, you optimize the open rate. However, Monday morning is considered an exception by some. Hence, Monday afternoon or Tuesday morning is a safe bet.
Note: Maurice de Hond (a Dutch pollster) shares his polls on Sunday. I've never experimented with it, but it might just be the perfect solution.
