Sending a press release is a common marketing technique for organizations looking to share news or announcements with the media and the public. However, one question that often arises is how far in advance to send a press release to ensure maximum impact and coverage.
The answer to this question varies from business to business.
However, a general rule of thumb is to send a press release out at least two weeks in advance of the event or announcement.
This helps to give reporters and journalists enough time to prepare and schedule their coverage.
…There are some obvious exceptions to this rule…
Sending urgent press releases.
If the announcement in your press release is time-sensitive or involves mayday breaking news, you might need to send it out immediately to ensure that the information is disseminated as quickly as possible.
Sending a press release when there’s high competition.
Another important consideration when deciding how far in advance to send a press release is the level of competition in the market or industry.
If there are many other similar announcements or events happening at the same time, it may be necessary to send out the press release further in advance to ensure that it stands out from the crowd.
Press release target audience.
Knowing how far in advance to send a press release depends on the target audience that you want to attract.
If your announcement is primarily aimed at a local or regional audience, it may be sufficient to send out the press release just a week or so in advance.
However, if your press release’s announcement is aimed at a national or international audience, then it’s best to send out the press release two to three weeks in advance.
This helps to give journalists and reporters enough time to prepare.
How to write the perfect press release.
When it comes to crafting the press release itself, there are a few key tips to keep in mind.
Writing the perfect press release can be a daunting task, but as we’ve covered already, they can help you reach your target audience, generate buzz about your brand, and get the media coverage you need to make your announcement or launch a success.
Here are three of the most important things you need to consider when writing a press release:
1. Press releases need a clear headline.
To write the perfect press release, it’s important to start with a clear and compelling headline.
The headline should grab the reader’s attention and at a glance, should be so concise and to the point that they can immediately tell what the press release is about.
One great example of a well-crafted headline comes from Apple’s press release announcing the launch of the iPhone 13:
“Apple Unveils iPhone 13 and iPhone 13 mini, Delivering Breakthrough Camera Innovations and a More Immersive Video and Gaming Experience.”
This headline clearly conveys the key features of the new iPhone models and as history has proven, draws the attention of anyone interested in technology or mobile devices.
2. Detailed information within the body of the text.
Once you’ve crafted a strong headline, it’s important to focus on the body of the press release.
This is where you’ll provide more detailed information about your announcement or launch, and it’s important to make sure that the language you use is clear, concise, and informative.
One great example of a well-written press release comes from Netflix’s announcement of its Q2 2021 earnings results.
The press release uses straightforward language to convey the key takeaways from the earnings report, while also providing some context and analysis to help readers understand the significance of the results.
3. Use emotional language and storytelling.
If your press release stands out from the competition, then it is more likely to be picked up and shared by media outlets.
Always remember that press releases don’t need to be boring.
Emotional language and storytelling techniques (similar to those used by expert copywriters) are an ideal way for you to connect with your audience on a deeper level and this helps to make your announcement a lot more memorable.
Okay, so you’re probably wanting an example of a press release that uses emotional language effectively, right?
Here’s Nike’s announcement of its new “Move to Zero” sustainability initiative:
The press release uses strong, emotive language to convey the urgency and importance of the initiative, while also providing concrete details about Nike’s sustainability goals and plans.
Let ‘er rip tater chip.
Sending a press release is perfect for sharing news and announcements with the media and the public.
While the timing of your press release will depend on a variety of factors, it’s generally best to distribute it at least two weeks in advance to ensure maximum impact and coverage.
Writing the perfect press release requires a combination of clear, concise language, attention-grabbing headlines, and emotional storytelling techniques.
By taking inspiration from top press releases like those from Apple, Netflix, and Nike, you can craft a press release that captures the attention of your target audience, generates buzz, and gets the media coverage you need to make your announcement or launch a success.