Best Time to Send a Press Release: Day, Hour & Timing Tips
Timing can make or break your press release, but so can the headline and quotes you include. Whether you're running startup PR on your own or executing a larger PR plan, sending at the wrong time means your release disappears into a journalist's overflowing inbox. Send it at the right time and you dramatically increase your chances of coverage.
Here's what the data says about when to hit send.
Best day of the week
| Day | Verdict | Why |
|---|---|---|
| Monday | Avoid | Journalists are clearing weekend backlog and Monday meetings |
| Tuesday | Best | Backlog is clear, reporters are actively planning stories |
| Wednesday | Great | Mid-week sweet spot, good editorial planning window |
| Thursday | Good | Still strong, but some reporters are wrapping up weekly stories |
| Friday | Avoid | Weekend mode, attention drops sharply after lunch |
| Weekend | Never | Skeleton crews, your release will be buried by Monday |
Best time of day
The optimal window is 9:00 AM – 11:00 AM in the journalist's local time zone. Here's why:
- Before 8 AM, too early. Gets buried under other morning emails.
- 9–10 AM, prime time. Journalists are at their desks, checking email, planning the day's stories.
- 10–11 AM, still strong. Morning editorial meetings are wrapping up and reporters are looking for stories.
- 12–2 PM, lunch lull. People step away and inbox attention drops.
- After 3 PM, reporters are writing and filing, not looking for new stories.
When is the worst time to send a press release?
Right. Friday afternoon is the worst combination: journalists are wrapping up for the week and your release will be forgotten by Monday.
Friday at 4 PM is the worst time. Journalists are wrapping up for the weekend. Your release will be buried under Monday's avalanche of emails.
Time zone considerations
If you're pitching nationally, optimize for the journalist's time zone, not yours. For US-wide distribution:
- East Coast publications, send at 9 AM ET
- West Coast publications, send at 9 AM PT (12 PM ET)
- National coverage, 10 AM ET is the best compromise (7 AM PT)
For international media, segment your media list by region and stagger sends.
Embargoed vs. day-of releases
| Embargoed | Day-of | |
|---|---|---|
| When to send | 3–5 days before the news | Morning of the announcement |
| Best for | Product launches, funding rounds | Breaking news, timely reactions |
| Advantage | Journalists have time to prepare in-depth coverage | Immediacy, no risk of embargo breaks |
| Risk | Someone may break the embargo early | Less time for journalists to prepare |
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MentionAgent handles outreach timing automatically, reaching bloggers and journalists when they're most likely to respond.
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Beyond day and hour, consider the broader news cycle:
- Avoid major news days, elections, major tech launches (Apple events), holidays
- Industry events, time releases around relevant conferences for amplification
- January and September, journalists are actively looking for stories after holiday lulls
- Late December, avoid unless you have genuine breaking news
Follow-up timing
If a journalist doesn't respond to your initial release:
- Wait 2–3 business days before following up
- Send a brief follow-up email, not a re-send of the full release
- Add a new angle or data point to make the follow-up worthwhile
- If no response after the follow-up, move on, don't send a third
Getting the timing right doesn't just improve open rates, it also increases your chances of earning editorial backlinks through PR link building. Journalists who open and read your release are far more likely to link back to your site in their coverage.
You're launching a product on March 15. When should you send an embargoed press release?
Correct. 3–5 days gives journalists enough time to prepare coverage without the news going stale or risking an early embargo break.
3–5 days before is ideal. Two weeks is too early (journalists lose interest), and same-day doesn't give reporters time to prepare quality coverage.
Frequently asked questions
What is the best day to send a press release?
Tuesday is the best day, followed by Wednesday and Thursday. Journalists have cleared their Monday backlog and are actively planning stories. Avoid Monday and Friday.
What time should I send a press release?
Between 9:00 AM and 11:00 AM in the journalist's local time zone. This is when reporters are at their desks planning the day's coverage.
Should I send a press release on the weekend?
No. Most newsrooms have skeleton crews on weekends and your release will be buried by Monday morning. The only exception is genuine breaking news.
How far in advance should I send an embargoed press release?
3–5 days before the announcement date. This gives journalists enough time to prepare quality coverage without the story going stale or risking an embargo break.