One of the questions I get asked frequently is: exactly WHEN should I do a press release? There is no single answer to this, but the simplest way to address the subject is to ask yourself: do I have a reason for a reporter to want to cover a story RIGHT NOW?

As you might expect, entertainment reporters are always looking to break the next big buzz in Hollywood. So, if that TV episode you shot 4 weeks ago is about to air or if your indie film is hitting the festival circuit this month…then it could be a good time to reach out to the media.

If your story has no urgency to it…then it’s what we call “evergreen.” This means it has shelf life and can be used at any time. While it sounds like a good thing, that’s not always the case. Since an evergreen story can be used whenever, it often gets pushed back because another story comes along that needs to run right now. A story about a TV show that’s airing next week or a webseries making its debut in 2 days has more urgency than one that is about a film that doesn’t release until later this year. An endless number of stories could pop up with a timelier element, pushing the evergreen story to the next issue and running the risk of never running at all.

Creating urgency doesn’t mean waiting until the last minute to alert the media either. Giving a reporter ample time to actually turn something around is also really important. I recommend sending out releases 3-4 weeks in advance for the “short-lead” outlets (daily newspapers, radio, news websites, bloggers, etc.). They can turn a story around in less time and need more content overall. The weekly outlets (weekly newspapers, weekly TV programs, etc.) often require a little more time because they only release once a week…so it’s best to give them 4-6 weeks advance notice. And, if it’s the “long-lead” outlets (printed magazines) you’re targeting, then it’s 4-5 months lead time they’ll need – YES…I said months. Giving a reporter enough time to turn your story around, but not so much that they’ll forget about it can make a huge difference in getting coverage or not.

Just remember…giving a reporter a reason to cover your story now is key.

So, what are you waiting for?