Timing is crucial when it comes to press release distribution. While it might be tempting to send out your news on a Friday to wrap up the week, this strategy often backfires, resulting in wasted resources and missed opportunities.
Here’s why you should think twice before distributing on a Friday:
Limited Visibility
The primary issue with Friday press releases is their severely limited visibility. By the end of the week, many journalists and media professionals may be winding down, focusing on wrapping up their current projects rather than starting new ones. Your carefully crafted press release is likely to get lost in the shuffle or, worse, completely overlooked.
This also includes social media and visibility among your target audience. If you’re posting important updates on Friday, it’s likely to be overlooked.
Consider that Friday is one of the most popular days to take off. Even for those who are working, Friday is the least productive day of the week (16%), according to studies. Compare that to Mondays and Tuesdays, which are the most productive days, at 20.4% and 20.2% respectively. Not surprisingly, that’s why we recommend distributing news at the beginning of the week.
True, you’ll likely be competing with other announcements, which is why selecting an obscure time might be wise. We often see press releases distributed before 9 a.m. and after 10 a.m. with the highest views.
Even if your press release does get noticed, the engagement levels on Fridays are typically lower. People are often in “weekend mode,” less inclined to dive deep into new information or follow up on stories. This means your news might not get the attention it deserves, regardless of its importance or relevance.
Shorter News Cycle
Friday releases also suffer from a shortened news cycle. With the weekend looming, there’s less time for your story to gain traction before it’s overshadowed by Monday’s fresh batch of news. This can significantly reduce the lifespan and impact of your announcement. With this in mind, why waste time and resources on news that doesn’t materialize into anything valuable.
Lower Open Rates
Statistics show that email open rates, including those for press releases, tend to be lower on Fridays. This means fewer eyes on your news, diminishing the potential reach and effectiveness of your communication efforts.
This also means you may want to adjust your newsletter and direct email strategy if you’re sending updates at the end of the week. Mondays or Tuesdays may be better.
The Monday Advantage
Holding your press release until Monday (or even Tuesday or Wednesday) can be a smart move. It allows your news to be part of the fresh start of the week when journalists and readers are more receptive to new information. Monday distributions can also benefit from catching up with weekend news and setting the tone for the week ahead.
Again, Monday is the most productive day of the week, making it more likely for a press release to be seen.
The Exception: Negative News
The only scenario where a Friday press release might be strategically advantageous is when dealing with negative news; however, this applies only to publicly traded companies that are required to disclose certain news. In these cases, the reduced attention on Fridays can help minimize the immediate impact of unfavorable information. However, this tactic should be used judiciously and only when necessary for regulatory compliance or ethical transparency.
Timing can make or break the success of your press release. By avoiding Friday distributions and opting for more strategic timing earlier in the week, you can maximize the visibility, engagement, and overall impact of your news. Remember, a well-timed press release is an investment in your brand’s story – make sure it gets the audience it deserves.