When to Send Your News Release
Business and general assignment reporters working for newspapers and online dailies turn around stories within
24 and 48 hours. However, feature writers are working on stories weeks in advance of publication date. Press Releases
about special events or with holiday tie-ins should be sent a minimum of three weeks in advance so the reporter
has ample time to research and write the story. The same is true for promoting online webcasts and events. Three
weeks is often needed to obtain coverage in Internet newsletters and online calendars.
Monthly publications close editorial content two months in advance of the issue date. It is not unusual for writers
to be deciding on story content for a December issue in September. Stories with a holiday theme should be sent
to allow the reporter ample time for research and coverage.
Radio and Television
Radio or television stations may plug your Web site or product and perhaps be interested in having a representative
from your company appear on one of their programs. Because interviews can be held over the telephone you might
receive a call in the afternoon for a show airing that evening. Be prepared. Designate someone from your company
as the spokesperson and have them prep for the show. In some cases you can ask the show's producer for a list of
questions you will be asked. Plan how you will reply to the questions. Also plan how you will respond to the interviewer
if they ask questions you do not wish to answer.