It’s finally here: the big launch of your new line. You’ve spent countless hours working on it, and the time has arrived to share it with the world. You couldn’t be more excited. To showcase all of your hard work, you decide to learn how to write a press release for a fashion brand. The only problem is that you’ve never done it before.
Fortunately, this next step isn’t nearly as tough as it might sound.
Today, we’re going to walk you through the process of how to write a press release for a fashion brand, in hopes that these simple tips will have you on your way and writing your own press releases before you know it.
Read on!
Why Learn How to Write a Press Release for a Fashion Brand?
When you’ve poured thousands of hours into a new line, just hoping someone will notice its release isn’t enough.
Instead, you’ve got to make a concerted effort to spread the word, and a professional press release is one of the best ways to ensure that your big launch finds its way into the mailbox of big-time fashion editors.
While learning how to write a press release may seem hard, it’s a worthwhile expenditure to ensure that your big launch goes off without a hitch.
How to Write a Press Release for a Fashion Brand: 5 Actionable Tips
A press release for a fashion brand is different than one for an album launch or a new product. To ace your press release, follow these top tips:
1. Be as specific as possible.
When it comes to your press release, specificity is your best friend. You need to tell people exactly what is exciting about your fashion launch, and why they should sit up and pay attention. Bear in mind that, within your press release, you’re speaking to content editors, PR executives, and editorial assistants at various outlets and each wants to know why, exactly, picking up your press release is a good idea. The more specific you get, the more you can help convince them.
With this in mind, be sure to answer the where, when, how, why, and who questions about your new launch. Provide some detail about the inspiration for the line and how it came to be. Tell your readers where they can find it and where it will first debut.
In addition to giving people something to get excited about, this level of specificity also makes it easier for journalists and other content specialists to pick out the relevant portions of your press release and share them with the public.
2. Provide clear and actionable details.
For your press release to succeed, it needs to be clear and actionable at every step of the process. This means that you’ll need to answer exact questions regarding where your launch will happen and why it matters to people.
You should also consider adding an image to your press release to underscore your point further and make it more exciting for people to interact with. Because fashion is a highly visual industry, an image in your press release can help grab a reader’s attention and keep it throughout.
3. Provide all the needed information throughout your press release.
If your press release is going to be useful for journalists, it needs to provide as many specifics as possible so that they don’t have to dig for additional information. In the realm of fashion, this detail-rich structure should include a discussion of who the brand is that’s launching the product, the season the line is designed for, when the launch will happen, and where.
Only once you’ve done all of this should you dive into your “why.” In any press release, you want to top-load the document with critical information, so it’s easier for journalists to access. This helps them pull out the most relevant information and get on with reading, rather than having to wade through lots of unnecessary information to locate your key points.
In addition to making it easier on journalists, top-loading your press release with relevant information can help make it more useful for readers from all walks of life, since readers who can’t find what they’re looking for (such as the venue your launch will appear at, for example) are likely to leave.
4. Include boilerplate content.
Boilerplate content is essentially a standardized breakdown of who you are, what you do, and where people can reach you. It’s meant for editors and journalists and can serve to streamline a reporter’s job massively.
To show that you’re thinking of the journalists reading your press release, include a boilerplate piece at the end of the press release that includes a short bit of background information on your brand, your contact information, a phone number, and an email address. This will make it easier for interested parties to communicate with you, and can also be used in future media to feature your brand and company.
5. Make it visual.
Visually exciting press releases perform best, especially in the fashion industry. With this in mind, include the best image at the top of your press release and lay out the press release in a way that will allow it to be easily digested by journalists and other content specialists. Not only will this make your press release more exciting to view, but it will also reflect positively on your brand.
The Dos and Don’ts of Writing a Press Release for a Fashion Brand
Write the best press release of your life by following these do’s and don’ts:
Do:
Speak directly to your target audience
Be specific
Include relevant visuals to make your document more interesting
Distribute your press release through local news agencies and media outlets. PR syndication is dead and this is the most effective way to get your press release out there today.
Don’t:
Go overboard with graphics, fonts, and colors
Forget to include relevant contact information
Stuff the bottom of your press release full of the most essential details
Fashion Press Releases Made Simple
While learning to write a press release for a fashion brand might seem tough, following this simple guide can help you nail it, starting now. When you write a succinct, interesting, and compelling press release, you’ll be rewarded with increased attention for your fashion launch and a place in the minds of target fashion editors everywhere.
If you’re curious about how to write a press release for an art show, you’re not alone. While press releases are a common form of content used to announce things like new products, new company mergers, new hires, and more, many people don’t know how to write them. In fact, learning how to write a press release for an art show can seem especially daunting.
Fortunately, the process is not nearly as complicated as it sounds, and it’s easy to master in just a few simple steps. PR is the perfect channel for getting the news out about your art show!
Read on.
How to Write a Press Release for an Art Show: 7 Essential Things to Include
How do you write a press release for an art show? What do you need to include in the document? How much detail is enough? What will your readers want to know? If these are questions on your mind, read on to learn about the seven critical elements you need to include in your art show press release.
Regardless of whether the press release is for business, the music industry, or the art world, a headline is its most critical component. The headline is what grabs the press’ attention, and tells people about what is in the media release.
To ensure that your headline performs the way you want it to, keep it descriptive and concise. Some sources recommend keeping your press release headline to 120 characters or fewer. While that’s not a hard and fast rule, it is smart to keep it as short and succinct as possible.
On a formatting note, be sure to format each word in the headline with the first letter capitalized and include relevant details. When people read your press release headline, they should get an immediate value proposition that tells them what the press release covers, and what they can expect to learn from reading it.
2. An information-rich summary
The next most critical piece of your press release is the summary. The summary is the section that allows you to expand on the key details of your press release and include any relevant keywords that you are targeting within it.
This section of the press release should be short, detailed, and simple. Be descriptive about your upcoming events, and tell your readers why they should read the rest of the press release.
Keep in mind that this is one of your first opportunities to “grab” the reader, and you don’t want to waste it.
3. Relevant dateline information
The dateline component of a press release contains the date that the press release is published. While it may seem like a small detail, this is critical for the authority of the press release, since it allows the reader to determine whether the press release is new or old. This, in turn, allows a journalist to decide whether to contact the author of the press release for more information or keep looking for new news.
In addition to telling readers when the press release was published, the dateline also includes the city of the press release, which is important if you’re hosting an art show in a particular location. By including the city of origin in the dateline section of the press release, you stand a better chance to track to local news media and pick up local coverage for your event.
4. An exciting introduction
After the headline, summary, and dateline comes the introduction. While it may seem like the summary and introduction go hand-in-hand, the introduction is a paragraph meant to answer the following questions for any journalist that may be reading your press release: who, what, when, where, and why?
Think of the introduction as the component of the press release that helps journalists decide whether to pay attention. It should offer the relevant details of your art show and should be written in a clear and easy to understand fashion.
5. Informative body copy
Next, it’s time to focus on the body copy of your press release. While the introduction provides the critical details regarding your art show, the body text offers background information, further details on the artist, and explanations for the show.
Although the length of your body copy will depend on the art show and the details you need to share, it should feature at least two paragraphs. These paragraphs should both be short, with no more than five sentences in each.
Be sure to top-load the body copy with the most important details in the first few sentences. This will enhance the chance that your readers will catch them rather than skimming over them.
6. An original “about” section
The “about” section is a single paragraph that offers some relevant background information about you, the author of the press release. This paragraph should be short and should provide some needed details about you, your organization, or your company.
7. Current contact information
Last but not least, you’ll want to include your contact information in the press release. These contact details will be used by any journalist who wants to contact you for further information about the art show.
For best results, include your full name, your current telephone number, your email address, the mailing address for your company or office, and the URL of your website. You may also include two or three relevant social media links.
The Do’s and Don’ts of Art Show Press Releases
To ensure the success of your press release, follow these do’s and don’ts:
Do’s:
Keep your press release short and detailed
Write like you would speak, without too much jargon or industry talk
Answer the questions who, what, where, when, and why?
Include your current contact information
Don’ts:
Get too long-winded in your press release
Neglect to include relevant details
Forget to add a city of origin for your press release
Get tied up in PR syndication. It’s dead, and you’ll be much better off reaching out to your local news agencies and media outlets to help you publicize the press release.
How to Write a Press Release for an Art Show: The Professional Way
Learning how to write a press release for an art show is critical for the advancement of your career.
With these seven tips, it’s easy to master the art of the press release and ensure that your local news organizations pick up your press release and help publicize your next big art show.
Need some help creating your next press release? Check out our press release writing services and have our professional art press release writers help you publicize and boost engagement for your next show.
A product press release is critical to inform journalists and customers about your exciting new offerings. A professional document designed to be picked up by reporters, a press release is a fantastic way to drive attention to your new product and create a social dynamic that’s ripe for sales.
When done correctly, a press release is an excellent way to boost your business and spread the word about your newest offerings. Keep in mind, however, that learning how to write a press release for a product is a process, though, and there are skills that you need to know to execute the task properly. Fortunately, these things are easy to learn!
Today, we are going to talk about how to write a press release for products, and how to make sure that your brand aces it every time.
4 Things to Remember Before Writing a Product-Focused Press Release
If you’re going to write a product press release, it needs to be done well. Since the purpose of a press release is to inform the media about your upcoming product, it’s critical to ensure that every piece of the press release is newsworthy, professional, and accurate. With this in mind, here are four things to consider before you sit down to write your press release:
1. The press release should showcase your product’s unique features.
If you were going to write a press release about your new product, it needs to be newsworthy. In other words, nobody wants to read a press release that just says, “Hey, we made a thing!” Instead, arrange your press release so that it includes the most unique benefits of your new product.
A portion of the press release should outline your product’s selling points, and make readers feel intrigued enough that they want to interact further with the products. To ensure that you’re including the unique benefits of your products in the press release, consider making a list of the things that make your product stand out before you sit down to write. This helps ensure you won’t miss anything when crunch time comes.
2. Tell a story in your press release.
While some people mistakenly believe that storytelling is reserved for novels and books, it’s a critical tool for a product-focused press release. The reason is simple: people don’t want to simply hear the features of your new product. Instead, they want to hear why they should use it, how it will change their lives, how you came up with it, and what makes it so different from anything else on the market. Storytelling is the best way to achieve these things.
As you write your press release, put yourself in the reader’s shoes. Try to visualize what would catch his or her attention, and what would be compelling or entertaining enough to make them want to keep reading.
3. Stick to the point.
No matter what a press release covers, it’s no good if it wanders and rambles. To make your press release useful and compelling, stick to the point and be sure that all of the information you’re providing within the press release is relevant to your readers.
4. Edit the press release carefully.
The final thing to consider regarding your press release is how much editing it will take. Remember, a press release is meant to be picked up by the media, and pushing one out that includes errors or other mistakes can be devastating to your company. With that in mind, set aside ample time to edit your press release before you publish it.
How to Write a Press Release for a Product: 4 Essential Steps
Now that you know what to consider as you start writing a press release, let’s talk about how to navigate the writing process. Here are the steps you’ll need to follow:
1. Craft a killer headline that considers your product’s unique selling points.
Your headline is the first thing a reader sees, so it should grab attention. For best results, include the unique selling points of your product in the header.
Regardless of how you choose to structure it, it’s essential to ensure that the header stays succinct, clear, and easy to understand. This will help intrigue the reader without losing his or her attention in the process.
2. Make your target audience clear.
When people read your press release, they need to know who will benefit from using your products. Is it seniors living at home? Is it teens with ADD? Is it stay-at-home moms or college students?
No matter who your target audience is, you’ll want to target them in the body of your press release. When people know that you’re talking directly to them, they’re not only more willing to read your press release, but they’re also more likely to share it.
3. Use the body paragraph of your press release to back up your claims.
This piece is a unique to a product press release. If you are going to make claims about the product’s effectiveness or desirability, use the middle paragraph of the press release to back yourself up. An excellent way to do this is to include quotes from executives or users, or even to draw in statements made by shareholders.
While this may seem like a simple approach, it serves a critical purpose. First, it gives journalists something to pull out of your press release and use in publication. Second, it inspires confidence within the people reading your press release.
4. Finish the press release with current contact information.
The end of the press release should include your company’s current contact information, including website URL, phone number, a point of contact email address, mailing address, and links to two or three relevant social profiles.
This contact information will be critical for anyone who wants to reach out to your company for more details, so it’s essential to make sure that it is current and up-to-date.
The Do’s and Don’ts of Writing a Press Release for a Product
As with any other type of press release, writing a press release for a product comes with a set of do’s and don’ts. Here’s a breakdown of each:
Do’s:
Speak directly to your target audience in your press release
Keep the entire press release direct, and brief
Use storytelling components and a good hook to draw readers in
Showcase the unique selling points of your product
Use executive or shareholder quotes to back up your claims
Distribute your press release to local news organizations and agencies, since PR syndication is dead
Don’ts:
Be too wordy or verbose in your press release
Speak to too general an audience
Forget to craft a hook at the top of your press release
Include outdated contact information
Excellent Product Press Releases Made Simple!
Although learning how to write a press release for a product can seem difficult, it’s a critical skill for any company, and following these tips will help you learn to do it in your business. From crafting the hook to optimizing your press release for SEO, there are dozens of little things that can spell the difference between success and failure for your press releases. Happy writing!
Need some additional help on your upcoming product press release? Contact Express Writers to take advantage of our professional press release writing services today.
Do you have what it takes to create and distribute stellar content in the form of press releases without terminating your friendship with Google? It’s no secret that search engines work around the clock to ensure a flawless web experience for all categories of web users. This means that Google is constantly plotting against content creators who rely on less orthodox search engine optimization to bring their websites on page 1 in search engine results, boost their online visibility and fill their own pockets the easy way.
Why Is Google Constantly Blocking Your Way to SEO Success?
Unfortunately, the never-ending string of sneaky changes sometimes manages to puzzle even the most experienced webmasters and stop them from getting a good night’s sleep. What seems acceptable today becomes intolerable tomorrow. Google, can you please make up your mind and surprise us with a little bit of consistency? The bad news is that it is not in our power to control Google, its plentitude of algorithm updates and its endless list of surprises, which is probably longer than the one that Santa prepares for us on every single year. The good news is that even though we cannot anticipate or correct Google’s independent spirit, we can adapt to these new challenges and breathe new life into our old content marketing strategy.
The Good, the Bad and the Dangerous of Content Distribution via Press Releases
You may be aware of the fact that Google has a real problem with bad link building strategies. And by “bad” we mean deceptive and designed to manipulate search engine results to the webmaster’s advantage. According to Search Engine Watch, Google may also be bothered by press releases that are created and distributed to help a certain website occupy a better position in search engines without actually doing readers any favors.
The same source mentions the fact that Google seems determined to squeeze every single drop of SEO juice from press releases; this appears to be a diabolic master plan that was rolled out quite some time ago. The most pressing problem that has recently come to our attention is this: Google is actually cataloging links in press releases as “unnatural”. As a result, it is compelling webmasters to nofollow them. So what does this major change mean for companies and organizations that depend on properly optimized press releases to highlight their mission, vision and purpose in business?
Search Engine Watch reveals that in 2006, press releases were a real gold mine for SEO experts who knew how to give wings to an inspired marketing message and optimize quality content for search engines at the same time. 8 years later, press releases are no longer considered the Holy Grail of search engine optimization. On the contrary, sloppiness and your refusal to comply with Google’s rules and guidelines while writing press releases can get you in serious trouble and expose you to considerable penalties. Don’t say you haven’t been warned: according to Search Engine Land, press releases won’t help your rankings. This statement is supported by Matt Cutts, who revealed that press releases cannot and will not improve your current position in Google.
So what’s the best method to keep risks at bay and still profit from the good that still lies in every single well-written press release? People who want to rely on press releases to spread the word about their companies by publishing their content via article websites or paid wire services such as Marketwire, Business Wire or PR Newswire are advised to nofollow their links, especially if they represent optimized anchor texts.
In this particular context, the rel nofollow attribute seems to be a life preservative that is your one and only hope when you are just about to sink in an ocean of gray hat SEO tactics and uncertainties. When in doubt, just use rel nofollow to stay in Google’s good graces. Rules may be created to be broken, but this is certainly not the case. The nofollow tactic seems a simple, easy to implement preventive measure that could enable many content creators to avoid penalties. But older press releases that have already been distributed and republished by countless sources are the real concern in this case.
Rel Nofollow: A Life Preserver That We Should Hold On to When It Comes to Optimizing Press Releases
In this particular context, one question is on everybody’s lips: will the ghost of already archived press releases that are all over the Internet haunt its creators and distributors? How much time will paid wire services need to clean up this mess and implement new sets of rules to avoid mishaps that could make Google really angry? At this point, nobody can provide an accurate answer to these 2 pressing questions that are on everybody’s mind.
What we do know for a fact is that nothing can stand in the way of clients who want to share their newsworthy facts with the whole world; not even Google’s mood swings. Businesses depend on press releases to boost their visibility, promote lines of products or new services, diversify their clientele and improve brand awareness. From this point of view, press releases are undeniably powerful allies and nothing can change this. There’s only one alteration that should be factored in at this point: links should be handled with gloves.
The rel nofollow alternative represents a viable option at hand for people who don’t want to let Google stop them from creating and distributing first-class press releases that have what it takes to inform and educate a broad audience. In other words, content creators shouldn’t exclude links from their strategy. On the contrary, they should include one or two to help readers land on a company’s blog or website and stimulate them to take action. However, the new changes made public by Google, related to link building strategies in press releases may bring us back to an old-school form of premium PR work, which is not necessarily a step back. After all, PR Newswire reminds us that we should write for living, breathing people, not for machines.
After all, press releases are the bread and butter of most journalists and respectable publications like The New York Times, Forbes and the Wall Street Journal, for instance. According to Search Engine Watch, excellent press release wire services, like PRWeb for instance, feed the content hunger of more than 8,000 websites and give millions of people something to talk about. This is only one reason why press releases are truly irreplaceable.
Breaking News: Press Releases are So Much More Than Mere SEO Tools
Truth be told, we can’t imagine how gigantic, prestigious newsrooms like Reuters and AP would manage to function without healthy feeds of quality press releases in their system. The problem is that some content creators craft and distribute content just to generate inbound links, which is precisely the thing that drives Google crazy.
To overcome this obstacle, writers, marketers and SEO experts should refresh their memory and remember that press releases are not mere SEO tools used to push a certain page on a privileged position in Google. Press releases should be perceived as high-value content pieces designed to generate authentic reads and clicks and enhance the online visibility of a brand in a natural manner.
Engaging, informative content is the key to success in what press releases are concerned. First-hand newsworthy facts are mandatory, not optional. The one or two links accompanied by the rel nofollow attribute are just the icing on your cake. If all this fuss created around links has made you feel confused, just take a closer look at the 5 foolproof ways to optimize your press releases without exposing yourself to any penalties coming from search engines.
5 Risk-Free Ways to Get theGold Medal While Optimizing Your Press Releases for Google and SEO
1. Keep the Essential Links to Drive Traffic. The nofollow alternative sounds like music to our ears. Let’s be serious: you cannot ban the usage of links in your press releases. This radical decision would basically defy the purpose of this type of content pieces. How would users be able to spot the company behind the amazing technological breakthrough, the new affordable line of products or the innovative concept that you’re describing with so much enthusiasm in your press release?
2. Convert Press Releases into Useful Inroads to Killer Content Posted on a Blog or a Website. Raise the curiosity of your readers by creating short, concise, compelling press releases that represent the bridge between readers and a company’s blog or website.
3. Come Up with an Intriguing Story Idea. When it comes to stories that could be easily assimilated by the media, new is good. But new and memorable is always better. Try to present a certain fact from a different perspective. Thinking outside the box always pays off. This doesn’t mean that you should feel encouraged to lie or exaggerate facts listed in your press release. It just means that you have craft a compelling story around the news that you are getting ready to serve on a silver platter. Journalists have a nose for interesting facts that could capture the attention of their readers and boost their engagement. This is precisely why they are more likely to pay attention to press releases that come up with a genuine story with a twist, while avoiding dull content pieces that are mostly based on fabricated facts and nonsense.
4. Perfect Your Distribution Strategies. If youalready count on an amazing wire service, like PRWeb for instance, to distribute your press releases, this doesn’t mean that the job is done and you can just cross your arms and wait for miracles to happen. You may not like the news that you’re about to hear, but here it goes: in order to connect with a large segment of readers/prospects, you have to play on multiple fields.
If you rely on a wire service, this means that you are already one step ahead of your main competitors. Keep up the good work by expanding your content distribution strategy. Post your press releases on some of the most popular social media platforms, where they could be read, filtered, assimilated, liked and shared by your fans and followers. Don’t neglect the enormous power of social networking websites. They are extremely valuable channels that enable you to interact with your targeted audience, inform and educate your readers, become a leader in your field of activity and build and maintain solid relationships in the long run.
5. Rely on Multimedia Content to Broaden Your Horizons. In an era in which the Gangnam Style clip managed to go viral and raise almost 2 billion views on YouTube, it becomes more than obvious that press releases based solely on text fragments are so yesterday. Step up your content creating strategy a bit by including multimedia elements in your informative piece. Videos, infographics and images correlated with well-balanced, short paragraphs increase pageviews and keep your readers on your side for the longest period of time (yes, even the ones with a very short attention span).
Create and embed stunning video content to convince journalists and bloggers that what you have to say is actually important, relevant and newsworthy. Remember that the Internet is highly polluted by junk and overly optimized content with very little substance. This is precisely why you have to rely on 5-start multimedia elements to prove the worthiness of your press releases and let the readers know that your content pieces could become the nucleus of high-quality, reader-oriented articles and blog posts. Furthermore, inforgraphics are hotter than ever. Turning your press release into an infographic will only support your content distribution efforts. Many newsrooms are crazy in love with this type of content, so they won’t hesitate to use it and link back to its original source.
These 5 suggestions reflect the fact that press releases are still alive and well. They may no longer be able to help you generate inbound links, create and implement more or less shady link building strategies, boost the link juice of your current optimization campaign, but this doesn’t mean that press releases are useless artifacts. On the contrary, optimized keywords, great attention-grabbing headlines, proper social media strategies, hashtags and stellar multimedia content can and will reward your legitimate SEO efforts and bring your message in front of a large audience who is ready and eager to take notes.
“When to release a press release:” this is a frequently asked question in today’s PR & online marketing world.
It might sound silly, but the answer matters a great deal now that everyone is vying for the (limited) attention of key online and paper publications.
Even the most brilliant PR writers might be at a loss as to why their response rates are so low.
Was the writing poorly done? Not necessarily. The problem might be in distribution, particularly timing.
Learn the best times to release your news story.
When to Release a Press Release: PR Distribution Tips
To develop a keen sense of when to release a press release, PR writers ought to ask themselves a couple of simple questions:
1) When do editors check their emails?
2) How do I make sure that my email and PR land at the top of the inbox by the time editors sit down to work?
3) When are editors too busy to give my material a chance?
4) How do these factors come into play when I decide when to release a press release?
If you work on answering these questions, planning when to release a press release becomes more strategic. Let’s talk about days first.
When to release a press release? The best day is Thursday.
Weekends are for rest and recreation. Saturdays and Sundays are usually earmarked for quality time with kids, or to catch up on hobbies. It is generally not advisable to distribute your PRs on weekends when editors aren’t thinking about work.
The best days to release a press release are Tuesdays, Wednesdays, and Thursdays. Mondays are fine, but reporters, editors, and practically everyone who is working is busier on the first business day of the workweek. Getting a PR published on a Monday is like driving to work at rush hour. Remember this the next time you decide when to release a press release.
Based on data provided by GetResponse, Thursdays record the most number of click-throughs compared to any other day of the week. This is a very useful pointer on when to release a press release, but remember that PRs are still news. They are meant to be timely and fresh.
If a product is launched on a Monday, and you would like to send out news on how the launching went, release the PR as soon as possible: on the same day or on Tuesday. You don’t have to wait for Thursday just because we say the stats are higher then. “Strike when the iron is hot” is a good tip to remember when deciding when to release a press release. Editors couldn’t care less about old news.
Also factor in holidays and vacations when you figure out when to release a press release strategically. Obviously these are very slow days, and are among the worst days for PR engagement (unless you own a retail shop or a small restaurant so your business is at its peak). For most types of businesses though, it is poor timing to send out PR:
On three-day weekend holidays like 4th of July, Labor Day or Memorial Day weekend. Never go for long weekends when you pick a date to release a press release.
During the Christmas week, particularly three days before Christmas Day
A couple of days before the New Year and a day after
Other major religious holidays in your country and abroad
When is the most ideal time for distributing PR? 8:30 to 9:00 A.M.
To figure out the ideal hour when to release a press release, here are some useful stats and facts from the Entrepreneur:
The fewest emails are sent from midnight to 6 am because everyone is asleep probably (including PR writers and distributors)
The majority of emails are sent from 6 am to noon, and click-throughs occur more between 8 A.M. to 9 A.M.
In the afternoon, there is a high-click through rate from 3 P.M. to 8 P.M., but opens happen mostly from 3 P.M. to 4 P.M.
Finally, most PRs sent through email are responded to within an hour after they’ve been sent. The chances of PRs being read drops after that first hour
As you plan when to release a press release, take note of what these numbers tell you about the habits and schedules of editors.
At 6 am, very early birds send their PRs out in the hopes of getting ahead. The problem with this tactic is that at six, editors have probably just gotten up, and are still preparing to get to work. By the time the clock strikes eight, there’ll be more than a hundred emails listed ahead of the very early bird’s PR. It won’t be noticed.
Wondering when to release a press release for maximum exposure? Sometime between 8:30 A.M. and 9:00 A.M. is the best time to email in a PR. There is a greater chance that your target editor will be at his desk and ready for work. He will instantly see your material as it comes. If such clever timing is combined with catchy titles and well-written leads, you might actually get the response you are hoping for.
In some cases, news breaks midday. If you don’t want to wait for the next business day to spread the buzz, email in your PR early in the afternoon. Because of high-click through rates recorded at this time, 3 P.M. to 4 P.M. is an ideal hour to release a press release.
Business days usually end around 5 P.M. to 6 P.M. Editors don’t have the energy and the inclination to scout for great PRs towards the end of an exhausting day. The state of mind of your first audience (journalists and editors) is an important consideration in deciding when to release a press release.
Some online resources on when to release a press release claim that people check their emails around 8 pm just to make sure they haven’t missed anything urgent. You can give it a try if you want (competition for attention might be less tough at 8 pm), but it’s riskier as well. Most people do their own thing after business hours, and might not be in the mood for reading PRs no matter how brilliantly done.
These tips on when to release a press release should serve as guides, but they won’t work every single time.
At the end of the day, the best way to grab the attention of target editors and journalists is write to-the-point press releases that truly offer valuable information. Remember that rule of thumb, and your foundations will be correct for best results.
