How to Keep the Press Interested in Your Press Releases

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Press releases are chock full of benefits for building brand recognition and gaining publicity. Whether or not you’re successful in reaping what you distribute depends on many variables, the most important being your press release’s news angle.

Each press release distribution service has its own set of editorial guidelines for users to follow, but failing to read those guidelines before submitting a press release for distribution can cause a setback for all involved. Ensure success by reviewing your distribution service’s guidelines and reminding yourself what constitutes a timely news angle.

Stick to the Cycle

“When it comes to keeping a news announcement timely, no matter your industry, you want to be sure you are writing about something that has happened within the last couple weeks or better yet, is coming up within the next few weeks,” says Rachel Dittman, PRWeb Team Lead.

“A news cycle is considered 30 days long, so even if your event only happened three months ago, it can be considered stale news by some sources.”

This rule of thumb has grown especially true in today’s social media-driven world. What is trending today could still be around tomorrow, but most people will have forgotten or moved on to other news by the time the weekend comes around. Plan your press release announcement accordingly.

Want more tips on how to write a press release? Get Cision’s free “PR Starter Kit” today!

Think Over Your Topic


In Cision’s “PR Starter Kit”, Janet Murray, media consultant and contributor at The Guardian, brings up a great question to ask yourself when writing a press release: does it matter to anyone else?

“You may be excited about your new product range or securing a juicy new contract, but will anyone else be? If in doubt, wait until you’ve got a better story,” says Janet.

If your company only sends out press releases based on product updates or additions to your e-commerce store, your audience will come to expect, and ignore, your releases. Keep tabs on what you’ve already sent out to ensure you mix up your news angles over a longer period of time.

Timing is Everything

Once you’ve decided on a news angle and drafted a copy of your press release, think about the day and time of your distribution. Most services advise against sending your press release out on Monday, Friday or over the weekend as your audience is either getting their week started or celebrating the end of it.

Tuesday mornings (8-9 a.m. ET) are often the busiest for news distribution services, but don’t assume you have to follow the crowd. Test different times and days and measure success rates to see what works best for your company and industry.


Images: Richard Masoner / CycleliciousMarco Bellucci (Creative Commons)

About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.

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