Jim James explains how to time press releases based on outlet deadlines: online news needs immediate release, TV shows have next-day or weekly cutoffs, and newspapers want mid-afternoon submission. Use embargoes to give trusted journalists early access without publishing before you're ready.
Hello, my name is Jim James, and you're watching PR FAQs filmed here in our EastWest PR Beijing studios. And one of the questions that actually we found on the LinkedIn Ask the Expert forum was, how far in advance should one send a press release to an editor? So it's all about timing of the information. Well, First of all, what one has to think about is the deadlines. Okay, so every media has deadlines. In the internet, the deadline is now. For TV, a TV show, it may be tomorrow, at the end of the week. For newspapers, it could be at the— by 4 o'clock in the afternoon to make sure it gets to the printers, and so on. So first of all, think about the deadline, and you want your news to arrive before that deadline. Now, you might have news that you want to send to some media in advance of their deadlines, but you don't want to start talking about it yet because that would spoil the story. So what PR firms sometimes do is we send information to the media under embargo, which means that we agree that we're going to give them the information and they know first. And what's key there is that they They're not going to publish that information before anybody else. And you'll often do an embargo story if you want to get a few key media to cover your story when it's going to happen, but you need a lot of background information for them to actually have a full, full story. Now, obviously, the embargo and other kinds of deadlines require relationship. We only send information to the media that we have a relationship with because we want to work with them to get our information into the marketplace on time. So, when to send information to the media? Think about their deadlines, think about your own deadline and when the news is going to break, and do you need to embargo information or not? And above all, think about the relationship of trust that you've got with that media. Will they work with you so that the information gets to the market when your organization needs it? So thank you for that. I hope this FAQ answers a question for you, for that reader. And if you've got a question, do send it through to us, either to our website or on our Twitter or Weibo @EastWestPR. I look forward to answering your question too. Thank you. Thank you.
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