5 questions to ask before making an announcement on a big news day

It may seem like it’s imperative to announce something the same day as a major news event, but if you can’t check all 5 items off the list below, consider another time.

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While President Obama was preparing to give a speech on Syria, Apple revealed its new iPhones at 1:00 p.m. ET. For most technology reporters, the day was going to be all Apple, all the time. Getting in front of them with your own company’s news and agenda would certainly be tough. Unless, of course, you are Apple.

But should that matter for other businesses that also have news to release? Here are five questions to ask yourself to help make the call:

1. Is there a strong business case for announcing the news that particular day? While there are certainly going to be instances when timing is inflexible (i.e. funding or earnings announcements, government contract wins, etc.) it pays to plan. Study the calendar and find press conferences or major industry events that may conflict with the date you’re considering. If you have flexibility, steer clear of busy news days and pick a time when you can generate greater impact.

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