One of the tangible results of Public Relations is a press release. Press releases are content written in the style of news Informative structure and clear readability, which allow us to strengthen the relationship with journalists and expose the key messages of a brand. Just like in the same way we know when and how to use Public Relations as a power that will provide the outside world with an assertive perspective of your brand, knowing what is the best time to publish a press release will have a direct impact on building a relationship of trust between the brand and journalists from the media.
A press release contains an informative structure, where the headline engages the reader by providing the most important information in the news. The first two paragraphs place the reader in the event, answering all the questions that may arise, giving you a summary of the events. The following paragraphs contain the key messages of the brand and its position on the subject. The closing gives the reader access to specific details of the protagonists of the news or invites them to act.
- Agenda of the day: Knowing the events that lead the media agenda of each country is essential to providing timely and efficient information for journalists. So we recommend you do constant monitoring, and locate our clients on the agenda as a source of information.
- Recipient: Sending the information to the journalists from the indicated source will make the publication more effective, and in general, it is important to keep the name, email, and source updated in order to be assertive. Knowing what day journalists work and differentiating between weekdays and weekends will recognize us as being respectful and empathetic with the times. Likewise, sharing all audiovisual elements so that journalists can carry out good broadcasts of the news, including messages of the brand, and save them time at work.
- Days by type of media: journalists manage different days depending on the type of media they work for. Radio journalists generally have hectic mornings, while print journalists prefer an afternoon in front of the computer. Television news broadcast journalists have three airings a day. So the standard procedure is to ship between 8 a.m. and 5 p.m. during the week, respecting the days. And pre-schedule hours for journalists on weekends.
Public Relations should not be reduced to a simple relationship between professionals and journalists, but to a strategic construction of messages, understanding of different audiences, and the use of communication to consolidate the image of clients in a dynamic world. That is why it is important to take care of even the smallest detail when sharing the editorial material of the brands.
Developing the sense to find the best moment to share the information will be valuable in capturing interest on the part of the recipients. This is suggested by cultural conditions, but also by temporal and strategic ones. You must not rush the moment but also be alert to act at the right time and act as appropriately as possible.
Knowing the context allows us to be one step ahead of the circumstances and be timely in the publication. This will achieve the positioning of your brand in a more dizzying and ascending way. Thus, the preparation of press content must be meticulous, attending every detail and not leaving anything to chance. That’s what we strive for.
The cultural particularities of each of the Latin American countries are relevant in turn. In Colombia, journalists get up at 4:30 am, they are early risers. Unlike the Argentines who have a less early start. In Mexico, they have one of the longest shifts, working between 9.8 and 11.2 hours a day on average. These types of statistics are important when knowing the best time to publish a press release.
If, when monitoring the publications, an error is found in the publication, you must manage the “errata” with the journalist who edited the material. To avoid this inconvenience, get advice from a public relations agency in Latin America. Check out our blog or follow our social media channels (@sherlockcomms) to learn more and read the latest content written by our team.
