The frequency with which press releases are sent out to the media is a key factor to consider when communicating with editors, journalists, and media outlets. But exactly how often should press releases be sent? And when is the most effective time to distribute them?
Companies, NGOs, and brands (along with their various products and services) have to achieve high media profiles in order to reach their target audiences and raise public awareness about their activities. Editors and journalists, for their part, are the ones who can provide the desired media exposure. Therefore, with a view to maintaining effective communication with editors and journalists when distributing press releases, it is essential to pay special attention to a handful of significant factors. One of these factors is the frequency with which press releases are sent out to media personnel. Again, the question must be asked: just how often should companies and other organizations send out their press releases? Read on for the answer to this question and more.
Whether you are running a small or medium-sized enterprise (SME), a business start-up, a multinational corporation, or an NGO, building strong relationships and maintaining close working contact with the media – especially editors and journalists – will be crucial to getting your message across. When communicating with media personnel via press releases, knowing the precise frequency with which your releases should be distributed will always play a critical role. After all, annoying (or spamming) editors and journalists with unsolicited mail is a poor strategy. On the other hand, failing to maintain adequate contact with them to the point that they forget your brand should also be avoided at all costs. What’s more, in order to build the healthiest (and most mutually beneficial) relationship with the media, a good PR agency must maintain close relationships with editors and journalists, while also knowing their particular interests and working dynamics.
The following tips can help you maintain good relations with media personnel, thereby strengthening your marketing campaign’s prospects.
Every day, editors and journalists receive and review hundreds of press releases of every conceivable kind. Due to their busy schedules, informing them about the same brand too frequently can serve to annoy them, and they can end up ignoring your subsequent press releases. In order to avoid such a scenario (which can permanently damage one’s relationship with the media), the timing and frequency of press release distribution – be it on a weekly, monthly, or annual basis – should be meticulously planned. Sending out newsworthy press releases to targeted media personnel on a regular (but not overly frequent) basis will be appreciated by editors and journalists, thus raising the chances of their being published.
For example, it is generally a much better strategy to send out press releases on similar topics on a weekly, rather than daily, basis. On the other hand, there may be times when the frequent distribution of press releases on related topics is needed, due either to a particular set of circumstances or the importance of the topics being covered.
Press releases should be constructed based on a certain set of rules and news values in order to attract the attention of editors and journalists, who are typically bombarded with hundreds of press releases each day. With this in mind, it is unnecessary – and ill-advised – to inform media personal about every minute development pertaining to a particular topic or brand, regardless of its newsworthiness, simply to maintain contact with editors and journalists. Therefore, in order to build healthy relationships with media personnel, press releases should always include timely and newsworthy information. They should not simply be distributed at every available opportunity.
Journalists tend to notice – and publish – press releases related to their particular areas of interest. Therefore, press releases should be aimed at those media channels most amenable to the topics being covered. For example, press releases covering topics related to the economy should be sent to economy editors and journalists, along with media outlets that focus on economic issues. By doing so, the efficacy of the press release will be maximized and reach those target audiences most likely to be interested in it. What’s more, editors and journalists will appreciate receiving press releases related to their particular specialties, and will therefore be likelier to follow your future distributions. And it might even prompt them to start following all developments related to the subject of your press release.
Press releases must be distributed at the most appropriate time in order to achieve optimal media coverage and reach the widest possible audience. In order to stay on editors’ and journalists’ good side, it’s also essential to stick to deadlines – a cardinal rule in the fast-paced world of journalism. For example, in the case of print media, press releases must be sent out well before a publication goes to press. The same is generally true for online news sites: press releases sent out in the morning are much likelier to be published on the same day.
Press releases are generally considered the most effective tools for conveying key messages to editors, journalists, and media organizations. However, they can also end up having a deleterious effect if they are not written in accordance with basic journalistic guidelines, or if mistakes are made in the distribution process. With a view to maintaining the best possible relationship with members of the media, press releases should be constructed based on appropriate news values and sent to targeted editors and journalists – at the most auspicious time and with the right frequency. Due to the large number of factors involved, it is highly advisable in this regard to obtain support and guidance from PR professionals. They can come up with the right communication strategies, optimize the reach and efficacy of press release distribution, and, ultimately, raise the media profile of their clients.
If you need help writing and distributing effective press releases, or if you’re looking to build sustainable relationships with the media, the experienced team at B2Press, Europe’s first online PR agency, can help you do so.