Managing the News Cycle to the Max

by Greentarget

Whether you’re looking to make a big splash or go unnoticed, deciding when to release a major company announcement – good or bad – can play a strategic role in how the message is received among the media, the public and other stakeholders

On a random day in January, 137 releases were issued on PRNewswire in 30 minutes. Most hit inboxes at 8 AM EST. That’s a lot of email for reporters to sift through. According to, press releases are viewed an average of 275 times during the week, and there are thousands being issued each day.

If you’re looking to gain maximum exposure for your announcement, there are some best practices to keep in mind.

  • E-blast service MailChimp shows on this fascinating chart that people are most likely to open an email around three o’clock in the afternoon, and that more messages are read on Tuesday, Wednesday and Thursday. Announce important news early in the morning to avoid getting lost in the crowd. This gives editors time to assign coverage well before deadlines need to be met, and it grabs the attention of international reporters as they plan their next day of stories.
  • On the other end of the spectrum, an oversaturated market can work in your favor when announcing less positive news. Midday announcements are more likely to get lost in the shuffle of deadlines and be overlooked by short-staffed publications. But given the unpredictability of the news cycle, companies shouldn’t rely timing alone to navigate negative news.
  • On those days when you’ve got no choice but to deliver bad news, you can use these rules in reverse. Or you might just get lucky. When LG wanted to confirm that it was leaving the tablet market and discontinuing its Optimus Pad, it did so on the heels of Microsoft’s announcement that it would be launching its own Microsoft Surface tablet. There wasn’t much interest in LG that day.

It’s also important to consider the significance of the news event in question. On September 11, 2001, a British government aide advised her boss, “Now it is a very good day to get out anything we want to bury.” Word got out, the blowback was epic, and she barely kept her job. It’s probably best to keep your trade secrets to yourself.

The best way to avoid major public backlash is to consider making the announcement internally, but to be prepared with an external statement if reporters start calling.  If it’s not required by SEC regulations and won’t impact external stakeholders, relaying the news via a conference call or as part of a monthly client newsletter should be a consideration. Any potential leaks of your internal and client news to the media will them most likely occur after you’ve already communicated with your most critical audiences. This strategy will also allow time for sufficient time to decide if, when and how to react publicly.

You may not have the luxury of having ample time to deal with news. But if you do, announce early. Think of the tumult in the media that Pope Benedict XIV created recently with his sudden announcement to step down. Compare that to, say, how Raul Castro recently let it be known that he would retire in 2018 – and caused very little consternation. Now that is getting ahead of the news.

Written by:


Greentarget on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.


JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at:

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.