You might have the perfect story, backed by strong stats, compelling images, and a well-crafted PR pitch, but if the timing is off, it could result in minimal to no coverage. While it’s difficult to predict breaking news on the same day, there are key timing strategies to consider that can significantly improve your chances of success.
It’s all in the planning
When it comes to PR pitching, planning is everything. To ensure your pitch is successful, give yourself enough time to properly prepare and position your story. Are you tying your pitch to a national day or launching a product on a specific date? If so, you’ll likely know this well in advance, allowing you to build your PR pitching strategy around it.
Linking your story to a notable date or event is a great way to ensure it’s timely and newsworthy. However, it’s crucial to establish a clear connection between your brand and the event for your story to resonate. If you’re pitching your product, start your outreach ahead of its launch to create buzz. Offering your trusted media contacts advance access, under embargo, can also increase the likelihood of securing early coverage.
Utilise editorial calendars
Not all media outlets follow strict editorial calendars, but for those that do, these can be an invaluable resource for your media pitching strategy. Knowing what journalists are working on months in advance allows you to align your pitch with their coverage plans. Incorporating editorial calendars into your PR planning ensures you are offering relevant stories at the right time.
React to the news before someone else does
While planning is essential, reacting quickly to industry news can also help your brand gain visibility. If you’re aware of a relevant bill being discussed in parliament or new legislation impacting your sector, reach out to your media contacts to see if they’re planning a story. Offer your perspective early, so when the story breaks, your brand is already part of the conversation.
If a story breaks without warning, quickly reach out to the journalists covering it to offer your insights for follow-up pieces. This reactive approach to PR pitching can help you secure coverage even when you haven’t planned for it.
Know your media and the deadlines they’re working to
Understanding the type of outlet you’re pitching is critical to timing your pitch correctly. For short-lead media like national newspapers or broadcast outlets, weekday mornings are typically the best time to pitch, as planning often takes place then. However, for long-lead media such as magazines, they may be working three to four months in advance, so if you’re seeking quick coverage, this may not be the best route.
Building relationships with journalists is essential for mastering PR pitching tips. Every journalist has their own preferences and deadlines, and knowing these can help you tailor your timing. Sending your pitch well ahead of a journalist’s deadline ensures there’s ample time to accommodate any additional requirements before the story goes live.
While perfect timing can’t always be guaranteed—breaking news can derail even the best-laid plans—being organised and knowledgeable about your target media’s schedule will put you in a strong position for PR success.
If you need help pitching PR and getting your organisation seen in the media, get in touch!