When to send your media release

Because the timing of your news release is imperative to successful receivership, each market must be considered separately. Common sense is essential and will tell you that editors and writers need time to act on your information. Ignore acceptable timeframes to your detriment, not theirs.

Daily newspapers

Daily newspapers turn around stories within 24 and 48 hours. However, feature writers are working on stories weeks in advance of publication date. Press Releases about special events or with holiday tie-ins should be sent a minimum of three weeks in advance so the reporter has ample time to research and write the story. The same is true for promoting online webcasts and events. Three weeks is often needed to obtain coverage in internet newsletters and online calendars.

Monthly magazines

National magazines work up to three months ahead of its publication date. Monthly publications close editorial content up to two months in advance of the issue date. It is not unusual for writers to be deciding on story content for a December issue in September. Stories with a holiday theme should be sent to allow the reporter ample time for research and coverage.

Radio and television

Radio or television stations may plug your web site or product and perhaps be interested in having a representative from your company appear on one of their programs. Because interviews can be held over the telephone you might receive a call in the afternoon for a show airing that evening.

Be prepared. Designate someone from your company as the spokesperson and have them prepare for the show. In some cases you can ask the show’s producer for a list of questions you will be asked. Plan how you will reply to the questions.

Also plan how you will respond to the interviewer if they ask questions you do not wish to answer.