| "Cindy, where's that story? I need it yesterday!" | | | | much past 2:30, you will catch Cindy's [delete] button |
| "Coming right up, boss. I'll have it to you soon," Cindy | | | | at most daily newspapers and television stations. |
| shouted back. | | | | I have been asked about the best day of the week |
| "Yesterday isn't soon enough!" | | | | to send out a news release. There isn't one. I have |
| Cindy clicked on her screen. "You have mail." She | | | | seen plenty of debates on this. From personal |
| looked at the messages. "Three news releases," she | | | | experience, the only difference I ever noticed is |
| murmured. "I don't have time for this now." [delete] | | | | when I could pick a slow news day. For instance, if in |
| [delete] [delete] | | | | your city the daily newspaper can be reached on |
| Stop! Was that your news release Cindy just | | | | Sunday and not too much tends to happen that day |
| deleted? Too bad you sent it to her at the wrong | | | | in your subject area, you may find it easier to get |
| time. You may have heard that "timing is everything" | | | | into Monday's newspaper than if you try later in the |
| and that is even more true in a newsroom. But how | | | | week. But on average, there is not much difference. |
| do you know when is the best time to send a news | | | | Best time of month, year, etc? Again, there is no |
| release? | | | | single best time. There is one golden rule. Do not |
| Media relations is an art more than a science, so | | | | send out a release when the world is wrapped up in |
| there is no single rule. If there was, everyone would | | | | some all-consuming event like the death of Princess |
| be a media star. Here are a few guidelines to help | | | | Diana or the attack on the World Trade Center. |
| you zoom ahead of your competition for the media's | | | | Remember how much TV airtime and newspaper |
| attention: | | | | print space were devoted to those events? The |
| Each type of media and each type of journalist is | | | | media and its audiences had other things on their |
| different. Here are just a few of the variables: | | | | minds than your news. You can't control events, but |
| National or local media | | | | you can control the timing of your release (most of |
| TV, newspaper, radio or magazine | | | | the time). |
| News reporter, features reporter or columnist | | | | How far in advance should you send out your |
| Consumer magazine or trade journal | | | | release? Some book reviewers usually need several |
| Daily, weekly or monthly publication | | | | months. Others don't want to see your release until |
| Print or electronic | | | | the book is on the store shelves. Many consumer |
| Each company or organization is different, as is its | | | | magazines have a six-month editorial preview. |
| news. Here are just a few of the variables: | | | | Features editors often run several weeks ahead of |
| Local, national or international operations | | | | time, but sometimes squeeze things in on short |
| Pre-scheduled news release, or last-minute reaction | | | | notice. News departments want only breaking news. |
| to today's news. | | | | Yesterday's news is ... well, yesterday's news. Your |
| Product announcement, policy announcement, financial | | | | release is already forgotten. |
| announcement | | | | Does all this sound confusing. It is. The bottom line in |
| Bearing in mind the wide range of news you might | | | | any marketing is to know your target market and |
| announce and the wide range of media targets, 9:30 | | | | give it what it wants. Same with the media. The |
| to 11:00 a.m. tends to be the best time of day to | | | | guidelines above give a very abbreviated list of what |
| release news. You want to give the assignment | | | | you need to consider. If you are still unsure, a media |
| editor time to send them out to cover your news. If | | | | coach might be a good investment. But be |
| you hope to get into the noon news, you don't want | | | | forewarned — find someone with enough |
| to go too late, because you run into TV deadlines. | | | | experience and success to coach you in the right |
| Early afternoon is a second-best time, but if you get | | | | direction. |