By Linda Forrest
If real estate is summed up by the expression, “There are three things that matter in property: location, location, location,” PR could easily misappropriate a slight variation of that: “there are three things that matter in public relations: timing, timing, timing.”
This post is just a sampling of the many ways that timing matters in PR.
To every news release, there is a season.
If you are sending out a news release (I recently blogged about what sorts of news is best suited to this tactic), there is a right and a wrong time to send it out.
If you have mobile news to share and Apple is holding a press conference that day, even if it is to release the iPhone Meh, that is not the time to try and pitch reporters who cover your space. They are busy and do not want to be interrupted by your phone calls, emails and tweets. Sometimes, bad timing can’t be helped; breaking news does not adhere to an editorial calendar. But in the main, we at inmedia subscribe to the belief that the start of the business day (for the Eastern time zone) on Tuesday is the best time to issue a news release. This approach is supported by data from the top newswire distribution services, according to a post on Journalistics about The Best Day to Send a Press Release:
PRNewswire suggests sending news in the middle of the week and to steer clear of Mondays and Fridays. Business Wire, on the other hand, suggests early in the day, early in the week for most press releases. readMedia, a social media release startup, sees little difference in weekdays, but advises against sending releases on weekends for obvious reasons.
These are not hard and fast rules, however. If you have bad news that you have to distribute, Friday at the end of the day may be the best time for it. While public companies are beholden to stringent disclosure rules that dictate what and when company information must be shared, private companies have more leeway and can strategically release news, good or bad, as they see fit. We also subscribe to the theory that if they (in this case, the media) are going to run you out of town, get out in front and make it look like a parade — meaning that it’s best to be the deliverer of your own bad news, especially in today’s 24-hour news cycle, rather than let your messaging be controlled by the market.
Plan ahead
We’ve blogged repeatedly about maintaining PR through the summer (again, further bolstered by the 24-hour news cycle) as coverage may not appear for months after it’s been pitched, secured, facilitated and drafted. Long-lead trade publications still drive purchasing decisions in B2B, so strategically plan your campaigns so that coverage falls when it has the highest impact on the buying cycle of your prospects.
Where are you talking to?
Though news value can trump time zones and language, you still need to consider where your prospects, partners and customers are geographically. If it’s an Australian announcement your U.S. company needs to make, sending out your release at the close of the Australian business day or in the middle of their night may not be the best approach. Be conscious of timing when reaching out to journalists as well. No west-coast reporter is going to appreciate a call to their cell phone at the start of the east coast’s business day.
Be in the right place at the right time
When there are issues or big players’ announcements upon which your company has a perspective, act fast and harvest the PR opportunities arising from that coverage. Reporters and editors will want to speak to sources for their opinions, reactions, feedback and, if you put yourself in the right place at the right time, you can reap the benefits.
Use your time wisely
Time management is an important skill for PR practitioners to master. Be conscious of your own deadlines as well as the availability of your client’s knowledge keepers and spokespeople. Breaking news will require that you act fast to develop the necessary messaging and materials, so keeping a good handle on your overall workload will free up your time to be responsive in a rush situation.
Be respectful of your media targets’ time
Too many times I’ve read about editors and reporters bemoaning the fact that PR people try to take up their precious time at inopportune times. Journalism is a stressful occupation, with deadlines and demands from editors looming large. When reaching out to target media, take a moment to ask them if it’s a good time to talk; monitor their Twitter stream to see if they’re in the office or offsite, pushing against a deadline or something else that would require their attention; if you do connect with them, keep it brief.
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February 05, 2012 7:50 am[…] pro Linda Forrest talked about timing in a recent blog. “If real estate is summed up by the expression, ‘There are three things that matter in […]