How Often Should You Publish Press Releases?

How Often Should You Publish Press Releases?

Posted on 22. Sep, 2011 by + in Press Release Writing Tips

We are often asked about frequency when publishing press releases. How many PRs should a company be publishing each week or month? In general, press releases are a very valuable tool, but are only a single part of an overall marketing strategy. At Online PR Media, we encourage our customers to set clear marketing goals before they begin publishing. Your goal may be to increase traffic to your site, increase sales, build an email list, improve your search engine ranking, or create awareness about an event or service. Once you know exactly what you’re trying to achieve, you can better time the delivery of your news announcements.

What Day Of The Week Is Best For Online Press Releases?

The general rule of thumb for online press release distribution is that Tuesday through Thursday are the ideal days. Why? Monday tends to be the biggest news day, which means that your release may get buried amongst a ton of other announcements. Fridays tend to be rather slow days, but the theory is that this is because most people are already ‘checking out’ for the weekend. However, this doesn’t mean you can’t publish on a Monday or a Friday! We did a survey of some top PR publishers about the best time to publish a press release that is worth checking out.

Ensure that you have an impactful title, and your press release will still attract excellent exposure — no matter what day you publish. While there are varying ways to measure the success of a press release, it is a solid fact that a newsworthy, well-written PR will garner more views, clicks and buzz than a poorly-written one!

What Time Of Day Is Best To Publish Your Release?

Overall, earlier in the day is better, as it will be on the radar during ‘regular’ business hours. If you’re outside of the continental US and looking to garner international publicity or traffic, time your release according to THOSE time zones. Many press releases are scheduled to go out between 7am and 9am EST, hoping to get good coverage, but they end up getting buried instead. Try publishing around 10am or 11am, when the major stories and financial news announcements have already been sifted through. Once again, having an interesting and well written title and summary will help a lot in this endeavor!

How Many Press Releases Should I Publish, And How Often?

This is where your goal for publishing press releases really comes into play. We’ve all heard ‘the squeaky wheel gets the oil,’ and online marketing mirrors this saying. If you stop putting yourself out there, the public (both the media and your customers) may forget you’re there. We live in a world of information overload and it’s easy to forget about what you don’t see. At a minimum, one press release a month seems to be a great place to start. Don’t think you have enough news happening to generate one release per month? You may want to read the post “12 News Angle Ideas” for inspiration or check out this post that listsĀ 12 Ways to Make Your Business More Newsworthy — or leave us a comment asking for help. I can guarantee that we’ll uncover a news nugget for you!

If your goal is related to improving your search engine rankings, it can be even more critical to be consistent with your publishing schedule. Each new press release you distribute refreshes your efforts, and builds upon your past results. Monitor how you are ranking for the keywords you’ve been using, and if you’re satisfied with your standing, do research for new keywords. You can continually be doing new releases with new keywords, so long as you have valid announcements to be making!

When your goal is more focused on increasing site traffic or sales, you are monitoring things from a different angle. For these goals, the call to action within your press release and the readability of your content is going to make a big difference. Therefore, frequency of releases isn’t as much of a factor as being able to convert your readers to sales or site visitors. Read over our past blog, Writing Press Releases That CONVERT, Not Just Alert‘ for some more tips.

Quality Over Quantity Wins The Race

Overall, a well-written release with great readability is going to fare better than any number of under-par efforts. High quality content is going to garner much better results overall (even if you post less frequently!) Play around with your timing while monitoring your results. In some cases, certain industries fare better with certain times of the year, or even certain days of the week! Try weekly press releases for a month or two, and see if that significantly affects your progress. A combination of some great copy and results-monitoring will have you on the path to marketing success in no time!

Your Turn!

How often do YOU think press releases should be published? What successes have you had? How have you played with your press release timing in the past, and to what end?

11 Responses to “How Often Should You Publish Press Releases?”

  1. Liyya

    10. Oct, 2011

    I get this question time and time again by our clients. I have to say that the I love the survey – it was very insightful!

    A lot of the times clients are more worried about the amount of PRs and when they should go out (precisely 7:05am, 9:55am)… and I have to agree it should be more about the quality of the Press Release and SEO effectiveness and of course, your goals – what are you really trying to accomplish with these PR? :)

  2. Megan

    10. Oct, 2011

    Love these tips! I never thought about scheduling publication of a release for 10-11 a.m. (after major news/financial announcements). Smart idea! I also totally agree that quality is so much more important than quantity. If you keep bombarding your audience with press releases announcing no real news, then they will stop listening to your message altogether. It is best to send out only high quality, truly newsworthy releases instead of worrying about meeting a certain quota of press releases per month.

  3. Liyya

    10. Oct, 2011

    @Megan – I agree with your comments about 10am-11am release (pretty interesting when you think of it like that, huh)?

    Great points Megan!

  4. Katie

    10. Oct, 2011

    What an interesting idea about the timing of your releases. It’s true though, after 10-11 a.m., the news reporters are done with the morning’s news and are looking towards their evening deadlines. Timing your release just right might mean you get on a journalist’s radar.

  5. Jackie

    11. Oct, 2011

    I love these timing tips! I also could not agree more with your sentiment, quality over quantity. In my opinion, it is so important to tell a compelling newsworthy story and explain ‘why’ this is important to readers rather than blast out PRs that are really of no interest to your target audience.

  6. Amber

    19. Oct, 2011

    Great point about getting yourself out there on a regular basis! Customers have a lot of options thanks to the internet. If you’re not ‘in their face’ so to speak, you may be overlooked or totally forgotten when a competitor comes along with strong marketing plan.

  7. Diana

    02. Dec, 2011

    Great information and comments. I so agree too on so many of the points mentioned. The one that stuck out for me was on the squeaky wheet – and keeping out there so you aren’t forgotten. So many do a release once and think that’s it. So important to consistently do them (with good newsworthy content. Thanks!

  8. Meleny

    21. Jun, 2012

    The importance of linking to relevant information (internal linking) cannot be understated as well. The anchor text used in internal linking guides the search engines, but more importantly, related content gets clicked. Having calls to action, I would argue, come second to this.

  9. Tara Geissinger

    Tara Geissinger

    26. Jun, 2012

    Very true Meleny! Thanks so much for your input.

  10. SmartyShortz

    07. Oct, 2012

    Thank you for this- awesome information!

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  1. Wordpreneur Reader 04.06.2012 | Wordpreneur - April 6, 2012

    [...] How Often Should You Publish Press Releases? (Online PR Media) — “How many PRs should a company be publishing each week or month? In general, press releases are a very valuable tool, but are only a single part of an overall marketing strategy.” [...]

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