Time is crucial in press release distribution. Therefore, you should plan the timing of your releases.
Sending a pitch at the right time boost the chance that it is picked up by your target journalist. You can’t just email it anytime and expect a good return.
There are popular days and time for pitching a release. For instance, Mondays and Fridays aren’t ideal days for pitching. Tuesdays, Wednesdays and Thursdays are the most popular days for marketers and PR professionals to distribute their content.
Answer these following questions that can guide you in distributing your release:
- When do journalists check their emails?
- When are journalists too busy to check emails?
- When do they check their inbox?
- How can I ensure that my pitch gets on top of their inbox?
Creating a Distribution Plan:
Create a distribution plan. Know where to send your story, including the reporters and media publications.
Your story should be sent to relevant media who are most likely to cover it. It should be something that fits their interest, their current work needs and their beat.
Know how you are going to identify your target reporters. Plan how you are build relationships.
When you plan the distribution, you should also include, whether you are going to hire a press release distribution serviceor not. Consider your needs, business plans, resources and budget.
Success in distribution isn’t difficult to achieve. A well-written news can help businesses in achieving their goals, including but not limited to increasing a site’s traffic, improving a site’s SEO ranking, earning publicity and building links.
Have a distribution calendar where you can plot important dates in your business. Include company milestones, product or service launching, charity drive, anniversaries, new book, and more.
What is your company goal?
What you want to accomplish in your business? Work on identifying your goal. Do you want to improve your site traffic, sales or build your reputation as an industry expert?
Knowing your goal is very important in order to have an effective distribution of your content. Without realizing what you want to achieve makes it impossible for you to reach your target audience, attract potential buyers and investors and reach your goals.
Knowing the best time to pitch reporters:
We have mentioned that timing is very critical in pitching. It can affect the result of your content marketing campaigns.
Study what is the best time to pitch your target reporters and media outlets. Each publication has their own publishing schedule, so it is better to make your own research about these details. Take note of the time that reporters pitch to their editors.
Another thing that you need to know are the pitching guidelines that each journalist and publication follows. They have their own rules in pitching that you need to consider and fulfill.
Majority of reporters pitch to their editors between 10:00 a.m. and 11: 00 a.m. You need to pitch before those time to make sure that your story lands on their inbox before they meet their editors.
What are the best days for distribution?
Tuesdays, Wednesdays and Thursdays are the most popular days to pitch reporters. Sending it on a Monday isn’t a good day for PR. There is a term called “Mad Monday,” where people tend to remove content that are collected during the weekend.
Most reporters and editors are focused on many things on the first day of the week. It’s hardly that they give a time to look for stories to publish. The most ideal time to pitch them is during Tuesdays, Wednesdays and Thursdays.
These are the days that they are mostly looking for stories to write. However, if you have a news breaking story to share, you don’t have to wait for Tuesday, Wednesday or Thursday to pitch it.
News should be “new.” This is why you should pitch it at the best time, while considering its value for your readers.
Remember to never pitch during weekends. They are off their jobs and are busy with their own personal lives.
If you pitch them on a Saturday or a Sunday, it will surely get lost in their inbox that is flooded with emails. Journalists usually check it when they get back to their work on Monday.
Another thing that you need to consider is pitching your story during the holidays. Keep in mind that reporters are busy writing stories relevant to the occasion. If you are going to pitch a release about your new product or service, they are most likely to ignore it.
Do not pitch several days before Christmas, New Year and during the “Boxing Day.” Be wary about these occasions and during any occasions involving politics.
What are the best times to pitch reporters?
Ideally, pitching is between 8:30 a.m. and 9:30 a.m. and between 2:30 p.m. and 3:30 p.m. Reporters pitch stories to their editors in between those times.
Sending your pitch early morning is likely to catch the attention of reporters. A report showed that 70 percent of people in the United States open their emails between 5:00 a.m. and 9:00 a.m. The same report also showed that 42 percent of people check their emails on their smartphones before they start working.
For instance, pitch it before 8:30 a.m. and before 2:30 p.m. to ensure that reporters see it before they meet their editors. A good technique that you can follow is pitch a few minutes after the hour. This way, there is a higher chance that reporters are going to see your pitch and not get lost in their inbox.
You may also try pitching late night. There are also claims, saying that 70 percent of Americans check their emails after 6:00 p.m.
Check the ideal time to pitch. Remember that each news outlet has their own editorial meetings where they gather stories to cover.
Remember these tips when pitching:
- The highest click-throughs is between 8:00 a.m. and 9:00 a.m. Those are the times when reporters open emails to check for possible stories to cover.
- Reporters respond to media pitches an hour after they receive it. The response rate slows down after the hour.
- Most marketers and PR professionals sent their pitches between 6:00 a.m. and 12:00 p.m. Reporters mostly often their inbox and read pitches between 8:00 a.m. and 9:00 a.m.
- Avoid pitching from 12:00 a.m. to 6:00 a.m. Reporters are still sleeping, so your email is likely to get lost in their inbox.
- Do not pitch during the time that reporters have just woken up. Studies have revealed that they are most likely deleting emails during those times. If you pitch your story, there is a high chance that they will not see it.
- You need to consider the times that your target reporters are on their desks, looking at stories to cover. They have different schedules, including the time that they look for stories and start writing it.
- Check the time zone of your target reporters and publications.
When you know what time they are on their desk, there’s a high possibility that they get to see your pitch. There is a higher response rate when you know their schedule.
Most reporters appreciate if you can send them exclusive stories. It gives them the feeling they have reported the news first, instead of any other site or reporter.
Send stories while it’s hot. Don’t wait for another day to pitch it. Or else, you may lose your opportunity for publicity.
Do not pitch after 5:00 p.m. Reporters and editors are no longer working and not on their desks to look for stories. Always consider to pitch in real-time.
As mentioned, you need to find and study the local time of zone of your target. You may pitch them at the time that they are no longer at their desk.
Considering the time zone is critical. Always send your pitch the best time that your target is likely to receive it.
Take note of holidays in different regions and areas. For example, American Thanksgiving is celebrated differently than the Canadian Thanksgiving. If your target is in Canada, you should think about when is the best day and time to pitch your story.
Just imagine that you are sending your pitch when holidays are celebrated differently in other areas. Journalists and editors are no longer at their desks and are more focused on these celebrations.
If you are targeting publications and reporters in other regions, you should also take note of the celebrations and major events happening. Journalists are most likely focusing on these events or holidays. You may never get a response for your email.
In worst scenarios, you’ll never get any response at all. Remember that you need to know the best time and date that you have a greater chance to get media coverage. You can’t just pitch to reporters or pitch when the timing is perfect.
Successful press release distributionis a key to getting publicity for your business. Although it may be daunting to master all these tips and best practices, start by knowing small things until you have mastered the right tactics in distributing releases.