We spend so much time discussing when to send press releases that we often forget the equally important question: when should you not hit 'send'? The truth is, bad timing can turn even the most newsworthy announcement into digital noise—or worse, a reputation liability.
Here are the moments when your press release should stay in drafts, no matter how urgent it may seem.
When Your Judgment Is Compromised
Optimal choices rarely emerge from compromised mental states. To reiterate: never write or send a press release when you're exhausted, emotional, or otherwise not thinking clearly. Whether it's 2 AM after a crisis hits or you're responding in anger to criticism, compromised judgment leads to compromised communication.
The permanence of digital communication leaves zero room for "I was tired" explanations. That poorly worded statement will live forever in search results, long after you've forgotten why you thought it was a good idea to send it.
The fix: Implement a mandatory “cooling-off” period for any press release drafted under compromising circumstances. Come back to it with fresh eyes later. The clarity of a well-rested mind is invaluable when your reputation is at stake.
During Social Media Fights
The temptation to escalate a social media dispute into a formal press release is real, but resist it. Elevating social media drama to official communication channels is like bringing a nuclear weapon to a verbal disagreement—it's overkill.
Social media conflicts often resolve themselves, and it's crucial to demonstrate your ability to handle criticism professionally.
The fix: Let social media disputes die on social media. A press release should elevate your message, not your blood pressure.
In Reactive Panic to Competitor News
When your competitor announces something big, the urge to respond immediately is understandable. But hastily crafted reactive press releases often backfire. You end up looking defensive and reactive.
It is worth crafting a thoughtful response that advances your own story rather than just reacting to theirs.
The fix: Ask yourself whether your announcement would be newsworthy if your competitor hadn't made the move first. If the answer is no, don't send it.
During Unrelated Global Events
Major world events create news cycles that seem impossible to break into. The temptation to piggyback on global attention is strong, but the line between relevant commentary and appearing opportunistic is thin.
Unless your organization has something substantial and relevant to the event, it is best to stay quiet. Trying to insert your company into unrelated global events makes you look tone-deaf at best and exploitative at worst.
The fix: If you can't draw a direct, meaningful connection between the global event and your announcement, wait for a better moment.
On Friday Afternoons
Friday afternoons are where stories go to die. Journalists are checking out for the weekend, and your news will get buried under the avalanche of new information arriving on Monday morning.
The fix: Aim for Tuesday through Thursday, mid-morning to early afternoon. Focus on times when journalists are actively seeking stories and will have the time to engage with releases.
The Reality
The art of crafting press releases is about not only creating the perfect message, but also understanding when it will be heard. Poor timing can turn great news into no news, and bad timing can turn routine announcements into a reputation killer.
In the world of corporate communications, knowing when to hold back can be just as valuable as knowing when to speak up. Your story deserves better than bad timing—make sure you give it the moment it needs to succeed.
