The When

Timeliness is everything (well, almost everything) to the editor you’re approaching with your press release. First, he’s going to make sure your subject is audience appealing. But second, he wants to know if it’s relevant at this time.

Always report on events or products as close to the release date or launch date as possible. Give the editor enough time to review the press release, and revise it, so that he can publish it the day before or the day of your event.

Don’t send in an announcement that tells his readers that last month, the organization raised enough money to buy a new computer. Timeliness would require you to announce that particular bit of information as you’re trying to raise funds.

Same with products and services. Don’t try to have a publication tell its audience that your client released two new items last year. Alternately, editors don’t want to announce something that’s too far down the road, either. Save your impending news for a time when it’s going to actually affect the readers.

Keep in mind the question “What have you done for me lately?” That question answers that type of information an editor is seeking. While you want to be specific in telling the audience when something is going to happen, don’t feel you have to go into too much detail. If a meeting will be held Monday night, August 6th, at 8:15 pm, simply write it as: Monday the 6th, at 8:15 pm.

If a product is being launched, stick to the day, month, and year. Unless it’s an item that customer’s are going to line up for at a retailer’s door in the wee morning hours, it’s not necessary to tell the exact time you plan to put the product on the shelves.

If the When in your story would nicely complement another community event, try to arrange with the client to ensure that the two happenings coincide if at all possible. For instance, if a highly publicized rodeo is coming to town in November, ask your client if it’s feasible to shoot for a launch date of October for his new line of leather apparel.

Any edge you can use to leverage the power of the press in your favor is worth considering when the publishing of your press release is like getting free advertising space in the publication.

> Home > Writing Press Releases Main Page