Press Relations Best Practices
When you decide to go out with news, you need to go out big. Go out as big as you can afford to, anyway. News needs to be timed to hit all relevant publications at the same time. This is a bit challenging, since you may have relevant publications that are weeklies, monthlies and even websites where the news might posted near real - time. The technique you use to ensure it hits all at the same time is to send your release to the long lead - time pubs first, but "Embargo" the release until the general release date. If you are dealing with legitimate journals, they will respect the embargo and won't publish the news until your official release date.