As a company in the business of putting out press releases or PRs, we can tell you for free that when you put out a press release is almost as important as the release itself. Timing is everything when it comes to business, and this is especially true in the business of public relations.

Just like timing is important when breaking news to people in real life, telling the public about a new development also relies on an element of timing. In this article, we’ll break down timing appropriateness with pressure leases and how you can take advantage of this.

When To Put Out Press Releases

Certain periods in time are especially advantageous for businesses looking to put our press releases commas on which are as follows:

•  In The Lead-Up To The Development

The point of a press release is often to get attention for a specific development. This could be an upcoming event, a new product launch, a rebrand, and so on. This is why you need to put out your press releases regarding the development in the lead-up to it. If the product is launching in a few weeks, you want to put out a press release now to give anticipation time to build and inform the audience. Keep in mind that after a press release is put out, it will be a few weeks for the news to circulate and for relevant parties to be informed. So, giving it some days or weeks is typically a good idea.

•  When Industry Interest Is High

Another relevant time to put out press releases is when interest in your industry is high. Typically, journalists and the public look through press releases for relevant developments, whether to engage with or report on, and you can take advantage of this. Take the AI sector, for example. There is more interest in artificial intelligence today than ever before, and this means that AI-based companies should be putting up press releases for various developments now. Keyword searches, SEO, and other algorithmic concepts will work in your favor, and thus, you should take advantage of them.

• At The Beginning Of The Work Week

While it is not set in stone, the beginning of the work week is generally considered a good time to put out a press release. This is because the general public and the business world are keying in and thus will be looking for stories to report on, and we’ll be receptive to new developments. Putting out press releases within the first three days of the week means that you can take advantage of the weekly new cycle and will not get pushed out by other developments. This is why here at XpressWire, we allow for speedy pushing of press releases and scheduling of their publication to take advantage of this rule.

• When Associated Parties Are In The News

Sometimes, the press release you’re putting out isn’t just about you but about other parties. Say your business is partnering with Google, but hasn’t put out a press release regarding the news. If Google is now heavily featured in the news, it would be a good time to put out the press release if you are allowed to do so. This means that there will be more eyes on your press release and thus, your business. These things cannot always be planned in advance and often mean taking advantage of things in the moment.

•  During Notable Events

Notable events that are relevant to your industry also present a good time to put out press releases. Say there’s an anniversary of some sort. Your business could put out a press release to take advantage of the increased interest and endear itself more to your community.

When Not to Put Out A Press Release

Similarly, certain periods in time are not very suitable for putting up press releases as they may be ignored, come off as inappropriate, and so on. Some of these are as follows:

• During Periods of Tragedy

After tragedies like natural disasters and relevant deaths, certain Industries take a bit of a pause out of respect, and this should be taken into consideration. If there’s been a massive tragedy within your country and there is a national period of mourning, that is not the time to announce a new product or service, as it will come off as insensitive.

• Too Far Away Or Too Close To The Development

While, as we’ve said, you want to put out press releases in the lead up to a development, you don’t want to make the mistake of announcing things too far away or too close to the development. If you’re launching a new product in six months, now is not the time to announce it, as momentum might have faded by then. You also don’t want to announce a new product launch the next day unless you’re a business with a cult following that will support it either way.

•  The End Of The Work Week

As a rule, you don’t want to make business announcements towards the end of the work week, as most of the press will be cooling down by then. This means you can’t take advantage of the new cycle the way you would want to, and thus, fewer people will hear about it. Unless you are deliberately trying to bury a story, this should be avoided.

•  During Controversy

If your business has found itself amid a controversy, you might want to refrain from making any new announcements. This is to avoid coming off as unprofessional or insensitive, muddy the waters, or have the development completely ignored.

Conclusion 

The success of a press release often comes down to its timing, and as we’ve noted in this article, there are several things to be aware of. Certain times are ideal to put out PRs as they will get maximum exposure and reap the benefits. Other times are to be avoided as they will be less effective.