Time is of the essence when releasing news. It’s true, as noted in the last post, that a news release does not always result in the news being published or broadcast immediately. Still, yesterday’s news should not be released today.
Although a news release may be used for background at a later date, or simply to create name recognition for an individual or organization among certain journalists, it should be the media outlet that decides how and when it will be used. The issuer should never be the one to decide how or when it will be used.
If a news release is warranted it should be released as soon as enough information can be gathered to do so. It should be on the day that news happened. The time it is issued is, obviously, effected by the timing of the events leading to it. But, whenever possible, respect for the deadlines of daily publications should be considered.
