Looking to maximize the value of public relations? If so, understanding lead times is crucial. Let’s explore the importance of strategic timing and how it impacts media success.

What does “lead time” mean?

Lead time is the amount of time between when journalists start working on a story and when it is published. Journalists operate on tight schedules and require sufficient time to fact-check, research, and compile the story. By strategically aligning PR efforts and media outreach with lead times, the greater the chances are of securing media coverage.

Short vs. Long Lead

Short

Short-lead media opportunities have quicker turnaround times and usually result in coverage anywhere from days or weeks. And in some cases, a few months. Some examples of short-lead media opportunities are:

• Breaking news that needs immediate commentary
• Social media trend coverage
• Press releases to announce a significant development (although you still want to give journalists as much advance notice as possible)

Long

Long-lead opportunities have a longer timeline, need to be pitched months in advance, and can take months to result in coverage. Examples of long-lead media opportunities include:

• Gift guides
• Print publications
• Op-eds
• Feature articles

Why does it matter?

By understanding lead times, media outreach efforts can be strategically planned and executed. Some of the benefits are increased visibility, avoiding cluttered news cycles, and enhanced coverage quality.

Increased Visibility

When media pitches are strategically aligned with media lead times, the likelihood of capturing the media’s attention is greater. According to an article on Score.org, the “majority of journalists receive about 100 business-related emails a day; more than one-third get about 200 emails, and nearly 15 percent get between 250 and 499 business-related emails per day.” Realistically, journalists may open less than half of the emails they receive in a day. Having an agency that understands editorial timelines and when to pitch can lead to great success and increased visibility.

Enhanced Coverage Quality

You know that feeling you get when you feel rushed or hurried to complete a last-minute task right before an important board meeting? That feeling of dread or maybe even annoyance? Journalists get the same feeling when they feel rushed or receive last-minute pitches, which can lead to hasty or lackluster coverage. Major PR wins don’t happen overnight or within a short time frame. Providing adequate lead time allows the journalist enough time to position the brand and the story in a favorable way. In the end, it’s a win-win situation.

Leverage Expert Support

Working with an agency such as ARTEMIA, that is well-versed in strategic pitching and understanding lead times can maximize the effectiveness of your media outreach efforts and ensure you gain a competitive edge in a fast-paced and ever-changing news cycle. Contact us today to learn more about how we can assist you.

Ready to learn more about lead times and media relations?

Join us for our free upcoming webinar “Uncovering the ROI of PR: A startup’s guide to the value of public relations” on July 26 at 11 a.m. PST. Click here to register! You can also reach out to our experts anytime by emailing service@artemia.com.