It’s the age old question. As long as companies and PR practitioners have been sending releases, everyone has wanted to know when is the best time to send my release? In fact, one of our most popular blog posts took this question on three years ago.
Everyone still wants to know because there is really no true right answer. Hindsight is 20/20 and it’s easy to research the past and give an armchair opinion, but until Google starts mining data directly from our minds (Google Thoughts anyone?) predicting the future will continue to be a difficult endeavor. However, with the power of free tools and site search it’s become relatively easy to get a read on the present and measure short term opportunities.
Here’s my basic premise: using tools like Google Trends and site search on the major press release distribution sites like Business Wire to gauge the amount of competition, you can increase your chances of catching a wave and contributing to a hot story.
Sometimes the trends are obvious. You can tell from this chart that Father’s Day trends upwards as the holiday approaches (it’s June 20th in the US this year).
Searching headlines on Business Wire shows only a handful of Father’s Day related headlines so far in May and June. To me, this looks like a great opportunity for interesting Father’s Day stories to get the jump on the trend. If I were creating such a story, it might be a good idea to get it out now or keep watching the wires and distribute it just as things start to pick up.