Why Timing is EVERYTHING in a PR Campaign

We don’t recommend doing a PR campaign yourself. Stat.

The reason for this is because there are some intricacies to know about journalists, media publications and the nature of how they operate that dictates how you should or shouldn’t run a PR campaign. Let me give you some examples:

Scenario 1:

Jo works for Good Food and on Monday, her inbox is 350 emails deep. She cleared it on Friday. You send through a press release to Jo on Monday and it just becomes 1 of 351 emails that she is trying to get through quickly. The likelihood of her getting to or even responding to your email is minimal.

Scenario 2:

Lisa is the co-producer of Postcards. You send her an email with your press release at the end of November because your business launches in early December. Most TV publications film and edit their content around 3 months in advance, unless they’re filming live. Sorry, you’ve missed your opportunity here…

Scenario 3:

Sam has had something go terribly wrong in her business and she’s receiving some bad press as a result. 4, then 5, then 10 publications have covered the story, and are making false, detrimental statements along the way - Sam doesn’t know what to do, so she lets the dust settle and then self-writes a statement to media, two months later. If she had immediately worked with an PR expert to create a written statement and press release about her opinion on the matter, she could still be in business right now…

The moral of the story: timing is everything in PR.

As you can see, it’s important to make sure that your message gets out to the right people, at the right time. This doesn’t just mean what day of the week you should service your press release, it also extends to knowing what publications have which deadlines. It also means knowing when their holidays are and when to avoid starting a campaign. And finally, the above case studies also indicate when you need to act quickly and efficiently.

Leave your PR needs to the experts and call a Milk Bottle Projects PR expert today on +61 419 966 663 or get in touch HERE.

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