The timing of press relations is an essential element in any communication or media plan. An announcement made at the wrong time risks going unnoticed, even if its content is relevant. Conversely, the right timing can turn an ordinary message into a powerful campaign, capable of attracting the attention of the media and your target audience. Good media planning is based on the same idea: aligning the delivery of your messages with the habits of your audience and the editorial cycles of the media. Let’s take a closer look.
Why is timing crucial in media relations?
The right timing maximizes the impact of your messages. But why is it so important?
Alignment with current events and trends
In press relations, the ability to integrate a campaign into a relevant news context is a powerful lever. This practice, known as newsjacking, involves surfing on major trends or current events to capture attention. For example, integrating an ad into a global event such as International Women’s Rights Day can reinforce its relevance.
Improve your target audience’s reception
Your audience has its own rhythms and habits. For example, professionals are often more receptive to communications at the start of the day or just before lunch. A communications schedule that takes these habits into account maximizes your chances of capturing your targets’ attention.
Maximize media coverage
Journalists and newsrooms follow rigorous editorial cycles. Planning your press releases according to these cycles will increase your chances of coverage. An announcement sent out on a Tuesday morning to avoid the Monday morning when editorial staffs plan their week, or on Thursday morning, is more likely to attract attention than one sent out on Friday afternoon. This attention to timing is a key element of successful media planning.
Identifying the best timing: key factors to consider
Perfect timing isn’t based on luck, but on strategic analysis integrated into your communication planning. Here are the key factors to consider when optimizing your campaigns.
The media editorial calendar
The media have specific editorial cycles, which you need to be aware of to increase your chances of visibility.
- Daily newspapers prefer to receive press releases early in the morning, as their deadlines often fall in the early afternoon.
- Monthly magazines work on their content several weeks in advance.
So it’s crucial to plan your media plan, including journalist follow-ups, according to their closing dates. By integrating these constraints into your media planning, you maximize your opportunities for media coverage.
Seasonality and major events
Certain times of the year are particularly propitious for launching a campaign, while others should be avoided.
- Good times: The beginning of the year (resolutions), back-to-school (new beginnings), and the run-up to the holidays (shopping, lifestyle). Also think about major trade shows such as the Salon de l’Agriculture or other, more vertical ones if your business belongs to the sector concerned.
- To avoid: Vacation periods when media activity is reduced, or events that saturate the news (elections, international crises).
Adapting your communication plan to these seasonal cycles ensures that your messages are better received.
Your audience’s habits
Every audience has its own habits, and timing needs to align with them. Here are a few key points:
- On social networks: Analyze statistics to identify the times when your audience is most active. For example, Instagram and LinkedIn may have engagement peaks at very different times.
- For emails: Open rates are generally higher on Tuesday or Thursday mornings, according to studies.
Incorporating this data into your communication schedule ensures that your content reaches its audience at the right time.
Anticipating crises and opportunities
In press relations, it’s essential to be agile in the face of current events. For example, if a newsjacking opportunity arises, adjust your media plan to take advantage of it immediately. Conversely, if a major crisis erupts, it may be strategic to postpone a campaign to avoid it going unnoticed.
The best example to illustrate this point is Oreo’s media stunt during the 2013 Super Bowl. During the game, a power failure plunged the stadium into darkness for 34 minutes. Oreo, thanks to a nimble communications team, posted on Twitter: “You can still dunk in the dark”, accompanied by a minimalist visual.
Why it worked:
- The tweet was published in real time, capturing the attention of an audience already captivated by the event.
- It aligned with immediate news, creating a viral effect.
These analyses are the foundations of a successful media planning and communications plan. By taking these factors into account, you can plan your campaigns for maximum impact.
Common mistakes to avoid
Even with a well-thought-out communications plan, timing errors can jeopardize your efforts. Here are the most common pitfalls and how to avoid them:
Launching a campaign during a major crisis
When a political, social or climatic crisis dominates the news, your campaign runs the risk of going unnoticed, or even being seen as inappropriate. Example: a luxury brand launching a collection during a natural disaster could suffer a bad buzz.
Solution: set up an active media watch in your media planning to spot potential crises and adjust your campaigns accordingly.
Ignore time zones
For international campaigns, ignoring time zones can reduce the impact of your communications. An email sent at 10 a.m. in Paris will arrive at 3 a.m. in New York: a classic error in global communications planning.
Solution: Use scheduling tools like Hootsuite or Mailchimp to program your messages at the right time in each region.
Overloading information periods
Launching an important announcement during an already saturated period (e.g. back-to-school or Black Friday) can dilute your message in the media flow.
Solution: Identify less crowded windows by analyzing trends and sector calendars in your media plan.
Lack of consistency with your audience’s habits
Some campaigns fail because they ignore audience behaviors: content aimed at young people published early in the morning, or a professional ad broadcast on the weekend.
Solution: Study the specific habits of your targets and integrate them into your communication planning.
Don’t test before launching
Some companies publish their ads without first testing schedules or formats, which can lead to low engagement.
Solution: carry out A/B tests to identify the times when your audience reacts best. For example, test different times for your social network posts.
In short: avoiding these mistakes requires planning, flexibility and continuous analysis. By adapting your media planning and communications plan to the context and behavior of your target audience, you considerably increase your chances of success.
Conclusion: The timing of press relations, a success factor
Timing can make or break a campaign. Solid media planning, combined with active monitoring and agile decision-making, is essential to maximize the impact of your press relations efforts.
