When to Send Out Press Releases

When to Send Out Press Releases

Data is key nowadays. The development of technology gave us great possibilities, including online behavior tracking as it happens. This applies also to PR, bringing new tools and knowledge to the industry table. One of the most common tools that PR still relies on is a press release, usually distributed online via email or distribution platforms. There are various factors that define if press releases provide media coverage or not, but there’s one, really basic thing we all need to remember about: pick the perfect time for sending out your news. They won’t write about it it they don’t read the email!

The team at Prowly.com (software for PR & brand journalism) analyzed open rates of press releases shared via the platform to find the perfect moment for sending out a press release. The research indicates that Thursday is the best day, with the email open rate reaching over 22 percent. Prowly suggests we should avoid sending our news on Friday, when only 15 percent of press releases are opened.

Prowly also looked for the best time when PR pros should send their releases. Sending emails early in the morning is a good idea, but you’ll get even better results if you reach out between 10:00 AM and 2:00 PM, when over 45 percent of releases are opened. But beware – the open rate drops to the level of 15% right after the lunchbreak!

 

Here’s a handy infographic on when to send out press releases. You can print it out and hang next to your desk:

Press Releases - Public Relations Infographic
The analysis was conducted in July 2016. 7 603 email campaigns were analyzed.

 

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Why Fake News Could Be a Brilliant Opportunity for Brand Engagement

Why Fake News Could Be a Brilliant Opportunity for Brand Engagement

Instead of relying on media which are distrusted, brands can become media themselves, give their audience the information it needs, and position themselves as an interesting, relevant, and credible source.

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