Timing Is Everything

One of the basic rules of public relations is that timing is everything. Just ask the notorious Jo Moore, who distributed a memo to co-workers on the afternoon of September 11, 2001 telling them that it was now “a very good day to get out anything we want to bury.” 

Ever so slightly less obvious was the Heartland Payment Systems news about the largest security breach in history, announced during President Obama’s inauguration. Or John Edwards’ adultery confession on a Friday during the Olympics.

But good timing goes both ways. Just as you can bury bad news by announcing it when the world is looking the other way, you can also use good timing to increase your odds of soaking up the spotlight when you have a story to tell.

You increase your chances of getting the media’s attention if you can tie your story to a larger trend or legislation that is getting a lot of attention, by understanding reporters’ deadlines and contacting them at just the right time, or just by paying attention to the calendar.

Tuesday is my favorite day of the week for sending news releases or story pitches. 

Here’s why:

Monday – too much competition. Everyone is clamoring for attention on the first morning after the weekend, and it’s easy to get lost in the shuffle.

Tuesday – not as much competition, and still plenty of time for a story to run before Friday.

Wednesday – my second-favorite day for sending news, but if you’re targeting print media you can be cutting it close for getting your news seen that week.

Thursday – Thursday in and of itself isn’t bad, but chances are your news will run on Friday or Saturday, when fewer people are likely to see it.

Friday – too late. Remember John Edwards? Friday is a better day for buying news than showing it off.