Best Times to Send a Press Release

A press release can be one of the most powerful tools for gaining media coverage, building brand awareness, and managing public relations. But writing a great press release isn’t enough—timing is everything.

Even the most compelling news can get buried in a journalist’s inbox if sent at the wrong time. To maximize the impact of your press release, it’s essential to understand when it’s most likely to be seen, opened, and acted upon.

In this article, we’ll explore the best days, times, and even seasons to send a press release, as well as strategies to improve its reach and effectiveness.

Why Timing Matters

Journalists, editors, bloggers, and influencers often receive hundreds of emails daily. If your press release doesn’t reach them when they’re actively checking for newsworthy content, it may never be seen.

The timing affects not only visibility but also the likelihood of coverage. By aligning your release with media cycles and work habits, you significantly improve your chances of getting picked up.

Best Days of the Week to Send a Press Release

Tuesday, Wednesday, and Thursday are widely considered the best days to send a press release. Here’s why:

• Tuesday: After Monday’s catch-up from the weekend, journalists are more available to review pitches. They are planning content for the rest of the week, so it’s a prime window.

• Wednesday: A strong mid-week option. Reporters are in full work mode and likely to consider new stories for late-week or weekend publication.

• Thursday: Still effective, especially for events or announcements that will occur over the weekend or early the next week. But there’s a slightly lower engagement rate than Tuesday or Wednesday.

Avoid Mondays and Fridays unless necessary.

• Monday: Journalists are usually swamped catching up on emails and internal meetings. Your press release might get lost in the chaos.

• Friday: Many professionals are wrapping up their week or preparing to sign off early. Unless your news is extremely timely or weekend-related, it may get ignored.

Best Time of Day to Send a Press Release

The ideal time to send a press release is between 9:00 AM and 11:00 AM in the recipient’s local time zone.

• Morning delivery allows your news to be part of the day’s editorial planning.

• Journalists tend to check their inboxes early and plan their stories before lunch.

• Sending earlier than 9:00 AM risks being buried beneath other emails, and sending after noon risks being too late for the day’s news cycle.

Tip: Use tools or email schedulers that allow you to deliver the press release at the optimal time across different time zones, especially if you’re targeting international media.

Consider Industry Timing

Different industries have different news cycles. Tailoring your press release timing to your specific niche can give you a significant advantage.

• Tech & Startups: Early weekdays (Tuesday mornings) work well, especially if your news coincides with a product launch or major conference.

• Entertainment: Coordinate with event calendars. Sending before major award shows or festivals can give your content more relevance.

• Retail & Consumer Goods: Timing press releases before seasonal buying trends (back-to-school, holiday season) is crucial.

• Healthcare & Science: Often tied to journal publication schedules or medical conferences. Align your timing with these industry events.

Avoid Holidays and Major News Days

Sending a press release on or around major holidays—like Christmas, Thanksgiving, or the Fourth of July—is generally a bad idea. Journalists are either out of the office or focused on holiday-themed content.

Similarly, avoid sending press releases when major national or global news is breaking (e.g., elections, natural disasters, celebrity deaths). Your news will likely be overshadowed and ignored.

If your story is connected to a particular event or holiday, consider sending it a few days or even a week in advance. This allows journalists to prepare coverage ahead of time, especially if they’re planning a themed feature.

Strategic Timing Based on Type of News

Not all press releases serve the same purpose. Think about your objective and audience before choosing your timing.

• Breaking News or Crisis Communication: Send it immediately—no matter the time or day. Time-sensitive issues take precedence, and journalists will appreciate quick communication.

• Product Launches: Send early in the week, preferably in the morning, and allow a few days for media pickup.

• Event Announcements: Send the first release a few weeks in advance. Follow up a week before and again the day before the event.

• Financial or Corporate News: Align with stock market hours (if applicable) and consider regulations around disclosure. Many companies announce earnings on Tuesday or Wednesday mornings.

Embargoed Press Releases

Embargoes allow you to share news in advance with trusted media outlets, under the agreement that they will not publish until a set time.

This strategy allows journalists time to prepare in-depth coverage while ensuring that all stories go live simultaneously for maximum impact.

If using an embargo, clearly state the embargo time and date at the top of the release, and give journalists a minimum of 24–48 hours to review the material.

Follow-Up Timing

Don’t assume your press release did the job on its own. A well-timed follow-up email or call can increase the chances of coverage.

• Wait 24–48 hours after sending before following up.

• Aim to follow up mid-morning on a weekday.

• Keep your message short, polite, and personalized—mention why your story is relevant to their audience.

Digital Distribution & SEO Timing

If you’re distributing your press release online through a newswire or your website, timing matters for SEO too.

• Morning releases perform better in search rankings because they’re indexed earlier in the day.

• Posting mid-week still works best for online visibility.

Additionally, share your press release on social media after it goes live to drive engagement and backlinks, ideally during high-traffic hours for your target platforms.

Press release success hinges not just on what you say, but when you say it. Optimal timing can mean the difference between media silence and widespread coverage. While Tuesday to Thursday mornings are generally the sweet spot, the best time ultimately depends on your industry, goals, and audience.

Plan ahead, consider the news cycle, and don’t forget the power of strategic follow-ups. By mastering timing, your press releases will reach the right eyes at the right moment—giving your story the spotlight it deserves.