Notice that the word “news” is derived from the word “new”. News is generally new information. The news business works on a 24-hour cycle. You only get one chance to break news. After that it’s old news and interest in it declines at about the same rate as the value of a new car when you drive it off the dealer’s lot.
Writing and releasing news releases is not a 9-5 job, even if the news is about a 9-5 organization. There are several reasons to get the word out as soon as something newsworthy occurs.
All media organizations like to be the first to carry news. If you release it to everyone at the same time, they will all attempt to be the first (unless they are a weekly or monthly publication and know they can’t be).
If you create a target date and time at when to release it, there is a big risk that someone in the media will learn about it first. Usually when something newsworthy happens, more than one person is involved. Chances are good that those people will tell their families, friends or co-workers. Once word spreads, the local newspaper is likely to call one of those involved. Once one media organization has carried a story, a plan to release it a day or two later will backfire. Media outlets lose interest in old news.
If you have a newsworthy announcement to make or something newsworthy happens, be prepared to act quickly. Great publicity opportunities can be missed if you let time pass.
“Gag orders” and “embargos” usually have no useful purpose. They can only be imposed by a judge and, even then, are used with great caution.
