The best time to send out a press release

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The best time to send out a press release

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An analysis by Prowly provides the ultimate day & time combination for PR pros to send out their news

Data is key nowadays. The development of technology gave us great possibilities, including online behavior tracking as it happens. This applies also to PR, bringing new tools and knowledge to the industry table. One of the most common tools that PR still relies on is a press release, usually distributed online via email or distribution platforms. There are various factors that define if a press release provides media coverage or not, but there’s one, really basic thing we all need to remember about: pick the perfect time for sending out your news. They won’t write about it it they don’t read the email!
The team at Prowly.com (software for PR & brand journalism) analyzed open rates of press releases shared via the platform to find the perfect moment for sending out a press release. The research indicates that Thursday is the best day, with the email open rate reaching over 22 percent. Prowly also suggests we should avoid sending our news on Friday, when only 15 percent of press releases are opened.
Prowly also looked for the best time when PR pros should send their releases. Sending emails early in the morning is a good idea, but you’ll get even better results if you reach out between 10:00 AM and 2:00 PM, when over 45 percent of releases are opened. But beware – the open rate drops to the level of 15% right after the lunchbreak!

“Data provides knowledge, and knowledge about the audience is crucial in media relations” says Joanna Drabent, CEO & Co-founder of Prowly.com. “Our research gives data for what we already expected: even the best story may get buried in journalists’ inboxes if sent out at the wrong moment.”

Here's a handy infographic you can print out and hang next to your desk:

preview_Time_for_sending_pressrelease.png

The analysis was conducted in July 2016. 7 603 email campaigns were analyzed.

What is Prowly?
Prowly is an online platform for PR pros, content marketers and brand journalists designed to streamline their communications efforts. At the heart of Prowly’s technology is what the company calls a Brand Journal, which enables companies and agencies to put all of their press releases, social and video channels, photos and blog posts in one place that tells their brand story on a continual basis. Prowly also provides tools for audience & media database management, along with campaign tracking and analytics. Several hundred professionals already use Prowly, including PR team members for brands such as IKEA, Spotify, Deloitte Digital and National Geographic.

Prowly has been established in May 2013 in Warsaw, Poland, where it now holds the leader position in the PR Software market. The startup currently employs seventeen people across its offices in Warsaw and Lodz (Poland), and Boston, Massachusetts. In January 2016, Prowly raised $1.1 M series pre-A funding to introduce the product abroad.

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