The Importance of Timing in the Media – Why Deadlines Play Such an Important Part of a Successful PR Campaign

Photo by Lukas Blazek on Unsplash

The UK media space is becoming increasingly competitive, as brands vie to communicate with journalists in an effort to gain repeated exposure. Add into the mix that journalism is such a fast-paced world – and you’ll see why timing is everything.

For HR suppliers such as our clients, looking to secure coverage comes with an understanding into when and how the media operates. It can make the difference between a headline feature or being left out of the conversation completely.

We work with highly respected HR and workplace publications such as People Management, HR Magazine, Personnel Today and HR Director (to name a few) as well as B2B, tech, management and national media. Each run on tight schedules, in different ways, to provide a balance of breaking news articles, features, research-led insights and opinion pieces.

These publications receive enormous volumes of press releases and story pitches daily – so being aware of media pressures at any particular time, perhaps deadlines, moments of peak news or even holiday downtime can often result in stories being overlooked.
Having success with these publications doesn’t just rely on having a strong story, it’s about delivering it at the right moment.

Forward Planning

Some titles structure their content months in advance, with room to work with the continually changing news agenda. By working with a proactive PR agency, HR-related brands can work with the journalists of these titles to ensure their thought leaders contribute their insights proactively, standing a far greater chance of placement.

A good PR agency understands the media cycle of leading titles and will work continually with journalists to ensure they’re able to supply expert commentary at the point of need, rather than as a reactive comment, which is sadly often a wasted effort.

Digital outlets often run with immediate news deadlines, requiring responses within hours. Whether it’s commentary on the latest employment ruling, or analysis of government legislation, journalists prioritise those who can react quickly without sacrificing quality. Feature and article deadlines often give contributors more time - from a few days to a month, depending on the title.

Warning: It has to be said that missing a deadline isn’t recommended, ever. It not only risks losing valuable coverage to get a story and views heard, but journalists will remember who supplies timely content, and who does not. A hugely important part of an effective PR campaign is to have excellent relationships with all editors and journalists in a sector - and keeping that relationship strong is essential.

Impact

An effective campaign will often have content planning and timing at its core. Tracking editorial calendars across key publications, preparing expert commentary in advance on recurring popular topics, and building in a rapid response process with a team of thought leaders to deliver journalist-ready copy within hours will help to build relationships, deliver key messaging and put yourself at the top of journalists lists as trusted partners.

Success is rarely about having the loudest voice. It’s far more about having the right voice, providing insights and guidance at, importantly, the right time. Aligning with editorial cycles and respecting deadlines isn’t just professional courtesy — it is the cornerstone of effective media relations.

We know that gaining valuable PR wins in the workplace media is vital, but it’s also complex.

Amplifying your messages with PR strengthens brand awareness and credibility to a much wider buying audience. It helps build trust. It helps grow your brand.

Problematically, there are hundreds of voices clamouring to be heard by national, HR and workplace B2B journalists and influencers, and only a relative few get into the media spotlight each day. 

We help your brand to be one of them, repeatedly.
We use powerful PR so our clients - providers to the HR market - rise above the noise to gain exceptional brand recognition.