We all know the phrase ‘a good day to bury bad news’. This is used when the government or a big company chooses to put out a press release on a day when the world’s media is looking elsewhere. This might be on the day of a Royal Wedding or when a mega star dies suddenly and journalists will not be paying so much attention to other stories.
But equally, there are times when journalists are desperate for stories, when there is a lull in the usual diet of political news, court stories or celebrity gossip. At these times it makes sense to put out your good news stories – the stories you want to shout about, whether it’s an event, important research or a ground-breaking invention.
Think about putting out your press release at these times:
August is generally known as silly season in the media. Parliament is in recess and many people who make the news have disappeared on their holidays but newspapers must still fill pages and broadcasters fill airtime. This is why you often get a plethora of animal stories. So August is a good time to think about pitching in.
2 Sunday for Monday
Monday is a usual newspaper day yet on Sunday, the day the paper is being put together, there are no courts stories, parliament is closed and the financial world is resting. A skeleton staff in newsrooms will be scrambling round for good stories so Sunday is a good day to put out a press release – or send it on Friday with a midnight embargo.
3 Christmas Day
Similarly, while everyone is feasting on their Christmas lunch news teams with the short straw will be trying to find something different to write about for the Boxing Day papers so strong stories with a seasonal angle stand a great chance of getting in, if you press send on Christmas Day.
For more information about timing your pitches and press release join our next Ultimate PR Training Day.