In the world of press releases, timing is everything. Yet, a persistent trend has brands and PR teams clamouring to have their news go live on a Tuesday. Why Tuesday? Perhaps it’s seen as the start of the productive week, the day after everyone is back in work mode, or a prime moment to capture attention with fresh news. But here’s the reality: with everyone aiming for the Tuesday spotlight, your press release is more likely to get lost in the flood.
I want your story to shine, but when most people send a press release on Tuesday, there’s simply too much news for us to feature. And here’s an important point: once your press release becomes “old news”, it’s just that—old news. We prioritise current, timely stories, so if you announce your great and newest innovation or funding round on a Tuesday and it can’t make it not because it’s not interesting, but because there’s an overflow of news this day, it probably won’t make it at all.
How to improve your chances of getting published?
The easiest answer: choose another day. If you really want to increase your chances of being featured, consider other days. Yes, Tuesday might be considered the prime time for clicks, news pieces do work well. on this day of the week, but there are other metrics to consider. Timing your announcement for less competitive days can often lead to better visibility, a longer shelf life, and a more thoughtful read-through from both editors and readers.
Think of it this way: on an overcrowded day, your news might be skimmed or even overlooked in the rush. But on a quieter day, like Wednesday or Thursday, there’s a greater chance that your story will stand out, gaining more engaged readers and deeper coverage. Taking advantage of this timing can boost your impact, as readers are less distracted and more likely to give your news the attention it deserves.
- Fridays for Tuesday publication: If Tuesday is truly your ideal target, then send the press release by Friday. We’ll have time to give it proper consideration and make space in our editorial calendar. You’ll have a better chance of going live on the day you desire.
- The Midweek Sweet Spot: This is often overlooked, and it’s a perfect choice if you want your news to stand out. Being in the middle of the week, there’s a unique advantage—these days are productive and far less competitive. Your story has a good chance of getting quality time and attention.
- The Surprising Advantage: For some reason, Fridays are often seen as unlucky days for announcements. But we’ve found the opposite to be true. Fewer people choose these days and are often overlooked by most, making it more likely for your news to get a prime spot in our line-up, especially with weekend readers catching up.
Embrace embargoed news
As I mentioned before, one of the best ways to make your press release stand out is by sending embargoed news. With embargoed news, we have the opportunity to carefully review the information, consider its value, and plan for a thoughtful publication. And in all honesty, when I see an embargoed news piece, it also feels like you respect the publication’s process, and the people behind the publication, giving you and your story a better chance of making a strong impact.
When you send embargoed news, you’re telling us, “Here’s something worth your time.” It allows us to prepare, develop context, and give the story the care it deserves, ultimately increasing the likelihood of a meaningful, well-considered feature.
Make sure everything is on point
Editors read countless press releases every day, so making yours both interesting and informative is crucial. Start with a sharp, one- or two-line summary that clearly states what the press release is about. Include the company name, location, and a concise description of the news—this line should grab the editor’s attention and make them want to keep reading; otherwise, it risks being skipped for the next email.
Avoid overly polished “PR speak” and aim instead for a straightforward, authentic tone that resonates with editors and readers alike. Including personalized quotes from founders, CEOs, or key stakeholders can add authenticity and depth, helping your release stand out as a genuine piece rather than just another standard PR announcement. Editors appreciate this effort, as it saves them from searching for additional context or voice, and it makes the story more engaging.
One more thing: don’t forget to include photos! Add them directly in your email or provide a download link, so editors can easily access high-quality images. When images are embedded within the text, extracting them often reduces quality—and sometimes, this can mean they won’t be published at all.
Consider a media exclusive
Offering a media exclusive can be a powerful strategy to gain more in-depth coverage and a stronger partnership with the publication. By granting an exclusive, you’re giving the editor a unique angle and the opportunity to be the first to break the news, which can increase the likelihood of a more thoughtful and prominent feature.
When proposing an exclusive, be clear about what makes your story special and why it’s relevant to the publication’s audience. Outline any unique data, insights, or angles you can offer, and be open to collaborating with the editor on shaping the story. Exclusives often work best with major announcements, like a funding round, product launch, or a significant partnership, where the exclusivity will feel meaningful and newsworthy.
To sum up, if you want your press release to stand out, consider moving away from the crowded Tuesday routine. An embargoed release gives editors valuable time to properly prepare your news item. Editors prefer content that is sharp and meaningful rather than lengthy and filled with vague language. And, please don’t forget to attach at least one high-quality photo for added impact.
