PRmoment has just published an article looking at the results of research conducted by newswire company RealWire about the time of day that press releases are distributed. For the UK PR industry, the most interesting statistic is the fact that the most popular time of day to issue releases is at 4:00pm. It’s also interesting to note that the majority of PRs are very precise about when they send their releases out – 24 times more releases were sent out on the hour than the least popular time! Also, most UK agencies choose to send releases out in the afternoon, with 48 per cent sending their releases between 12:00pm and 5:00pm, while only 23 per cent of agencies choose to issue news between 7:00am and 12:00pm.
What’s interesting about this research is that it appears to suggest there is an ‘ideal’ time to send out a press release – before 12:00pm, and ideally not on the hour. In theory, this makes perfect sense, as a journalist is much more likely to get to your release if they aren’t being bombarded by other releases at the same time.
However, my worry is that this research makes it appear that there is a magic formula to sending out press releases. Rather than ensuring that the content of the release is tailored for the journalists it is being sent to, this research might encourage PRs to worry more about the time release is being sent out.
At Aspectus PR, we know there is no magic formula for securing coverage. We get great results by knowing our clients’ space and understanding what the media wants. Although, once we’ve got the release drafted, we’re not averse to a helping hand by sending it out at the right time!