Editor’s Corner – November Edition

October 30, 2009

EditorsCornerheaderWith 30 bureaus around the world and more newsrooms than all of our competitors combined, Business Wire is proud to provide local expertise and superior service, backed by the most accurate editors in the world. In Editor’s Corner, we ask some of our best to chime in on how to get the most out of your press release, based on their years of experience in the industry.

mike_macguire

Business Wire NY Editor Mike Maguire

As a 20 year veteran of Business Wire and 25 year veteran of the newswire business, I am often asked…how do I make the most out of my press release?

For those that use a commercial newswire like Business Wire, one of the most important things to remember is timing the story so that it can get maximum attention.

Does it make sense to send a story out at 8 a.m., when there are potentially 100 other stories moving at that time of the day?  The answer is no.  While we ultimately will send a release when a client desires, we also are in the business of making sure customers are getting maximum attention on their story – both in the preparation phase and the ultimate launch time.  Often sending the release before the top of the hour is much more effective than on the hour, when the majority of releases are sent.  This gives editors time to get on your news first.  This General Mills release from Sept. 23 is a prime example.

Additionally, take a look at the major news events of the day when you are scheduling a release.  Try to stay away from the times when major economic reports are being issued – such as jobs data, durable goods, housing reports and Federal Reserve decision days.  Giving editors time to digest those numbers gives your release a better chance of actually getting read than sending a release when those reports are being made public.  The Economic Calendar on Bloomberg.com is a good reference for any IR or PR professional.

Finally, in this age of multimedia, social media and sharing, do more with the copy in your release. Put in links to other sources/references for the reporter or reader. Add photo and video (they cost the same on Business Wire) to make the release jump off the page. These are just some ways to get the most out of your release.

-Mike Maguire, National Editorial Supervisor, Business Wire New York


International Press Release Distribution: The Three T’s

March 12, 2008

Icon-Globe-Arrows-OutFor public relations and investor relations folks working on international press release outreach, we offer a Tips & Tools section on our site that might help. Our International Media Tips post features “The Three T’s – Targeting, Timing and Translations.”

Knowing where, when and how to send your press releases means you’ll reach audiences worldwide more efficiently. These tips, assembled by our in-house international media experts, helps guide you about the differences among our international circuits, what time to release your news for optimum impact, and how to factor translations into your plans.

For more information on any of our international services, contact your local Business Wire bureau – no matter where in the world you are!


When’s the Best Time to Send A Press Release?

May 1, 2007

New Rules Challenge Conventional Wisdom

One of the most frequently asked questions we get at EON Enhanced Online News and Business Wire is “When’s the best time to send a press release?”

While any answer is preceded by the disclaimer “That depends…,” we’ve counseled clients for decades to send their press releases “early in the day, early in the week.”   Fridays were once considered a bad day to send press releases, presumably because reporters and others were skipping out for the weekend and wouldn’t see your copy.    And for years we’ve told clients that embargoes are made to be broken.

But as Bill Maher says, maybe its time for New Rules.   An informal survey of clients and colleagues suggests that in a global, 24-hour, everyday news and information cycle, adherence to calendars and clocks is relative.

One corporate communications pro at a large, public company told me her strategy for maximum bang was to send a release on Sunday to key reporters with an embargo which they must agree to honor or they don’t receive the release.  “The combination of stories that hit at the same time the release is generally distributed increases awareness of the story, and likewise, increases pick-up by other outlets that day and often, into a second news cycle,”  she said.  Clever.

Alan Weinkranz, a tech PR pro who maintains a robust blog and who works frequently in Israel where the work week is Sunday – Thursday, suggested we be mindful of national and religious holidays in other countries.   He added that in practical terms, timing often matters less than it once did since these days, since “it’s not about the coverage, it’s about the conversation.”

What do you think?  When IS the best time to send a press release?  Leave a comment below and let us know.

Want more?  Listen to When’s the Best Time to Send a Press Release? addressed in the All Things Press Release podcast,  below.


Like what you hear? Subscribe in iTunes.

You can also take a look at another post from us on this topic, Use Google Trends to Find the Best Time to Send Your Press Release.


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