The Best Times to Send Press Releases for Maximum Coverage
In the world of PR, a well-written press release is only half the battle - you’ve crafted the headline, pitched the angle, and polished the quote.
In the world of PR, a well-written press release is only half the battle - you’ve crafted the headline, pitched the angle, and polished the quote. So why isn’t it landing coverage? Here’s the (not-so) secret: it might not be what you’re saying, but when you’re sending it.
Press release timing is one of the most underestimated factors but powerful in a successful PR distribution strategy. You can craft the most compelling announcement - packed with the perfect hook, quotable talent, and newsworthy detail - but if you hit send at the wrong moment, it risks disappearing into a sea of unread emails.
But when done right, it can dramatically increase open rates, responses, and - ultimately - media coverage.
1. The Best Day of the Week to Send Your Press Release
Let’s start with the big picture: What’s the best day to send a press release? Not all weekdays are created equal - especially when it comes to email pitching schedules. Statistically - and experientially - it’s Tuesday, followed closely by Wednesday.
Tuesday mornings tend to offer the highest engagement rate from journalists. Mondays are notoriously chaotic. Friday is practically a write-off. Tuesday is when editors are settled into the week, yet not bogged down by end-of-week deadlines.
Here’s a general weekday breakdown:
Monday: Only ideal for major announcements or breaking news.
Tuesday: Highest open and response rates.
Wednesday: Strong contender for follow-ups or second-wave pitching.
Thursday: Best for evergreen lifestyle stories.
Friday: Lowest engagement - generally avoided.
While there’s no “perfect” day that guarantees pickup, your email pitching schedule should favour the front half of the week to maximise visibility.
2. The Ideal Time of Day to Hit “Send”
Press releases don’t just compete with other pitches - they compete with everything in a journalists’ day. So when should you send to stand out? Journalists tend to check their inboxes early - often before they’ve had their second coffee. Landing in their inbox before the workday starts gives your release a better chance of being seen, flagged, and actioned.
Here’s a simple breakdown:
7:00 AM - 9:00 AM - Best for hard news or time-sensitive announcements.
9:30 AM - 11:00 AM - Ideal for lifestyle, human interest, or softer news angles.
After 12:00 PM - Risky - unless pitching across time zones or chasing a breaking angle.
Timing matters across borders. If your PR distribution strategy includes international media, schedule staggered sends to align with different time zones. Don’t treat a global pitch like a one-size-fits-all send.
3. Aligning Press Release Timing With Editorial Cycles
Knowing when journalists are most receptive is important - but knowing how your story fits into their workflow is where smart PR really shines. True pitching success lies in aligning with editorial workflows.
Journalists aren’t sitting at their desks waiting for a release to arrive - they’re planning coverage weeks, even months, ahead. Timing your media outreach according to editorial rhythms is key and understanding how your story fits into their cycle gives your release the edge.
Here’s how to align timing with content type:
Breaking or time-sensitive news: Early AM on a weekday, with a tight angle and assets ready to go.
Product launches or rebrands: At least 2-3 weeks in advance, offering interviews and embargo options.
Seasonal or event-driven content: National media may need 6-8 weeks. Digital lifestyle publication, 2-3 weeks. Influencers, possibly a few days.
B2B or industry commentary: Around reporting cycles or calendar milestones.
If you want your press release to land, you need to do more than time it well - you need to time it strategically. Smart timing isn’t just about day and hour - it’s about matching your story to the publishing rhythm of the outlet.
4. Re-Pitching and Follow-Up Windows That Work
Timing matters just as much in the follow-up phase as it does in the initial send. Even the best-times press releases don’t always get picked up on the first try. That’s where smart follow-up comes in.
A good rule of thumb: follow up within 48-72 hours of your original send, ideally on a different day and time. If you sent your pitch on a Tuesday morning, your best window to follow up is Thursday morning. Don’t chase immediately and no guilt trips or pressures. Keep your tone polite, helpful, and brief.
Effective re-pitching isn’t just about reminding a journalist. It’s about offering value. Consider:
Updating your pitch with a new hook, development, or stat.
Including a fresh image, quote, or angle.
Personalising the follow-up with context from the outlet’s recent coverage.
Follow-up timing isn’t just courteous - it can be the reason your story makes it to page one, or doesn’t at all.
5. Building a PR Distribution Strategy That Sticks
You can hit send at the perfect moment - but if your press release lands in the wrong inbox or lacks clarity, it won’t get far. Here’s where we zoom out. To get real cut-through, you need a PR distribution strategy that blends timing with targeting, storytelling, and multi-channel amplification.
Press release timing is just one piece of the puzzle. To really maximise visibility, you need to build a foundation of quality, relevance, and consistency.
Here’s how to sharpen your strategy:
Segment your media list - tailor your timing and angle based on publication type and contacts into categories.
Use smart scheduling tools: PR software with analytics can help track open rates and optimal send times.
Layer your approach: Pair your release with a founder pitch, a tailored angle, or prioritise top-tier exclusives.
Repurpose releases: Turn your announcement into short LinkedIn posts, founder quotes, or email updates.
Track engagement: Monitor and review click-through rates to refine timing for future campaigns.
Your media outreach tips should evolve with your brand and your learnings. Pay attention to what works, and when. Over time, you’ll spot patterns that let you predict - not just hope for - better results. Your press release shouldn’t just land - it should travel.
Timing Isn’t Everything - But It’s a Lot
You can’t always control the news cycle. But you can control how and when you show up in it. And in a world where journalists are time-poor and inboxes are overflowing, the right email pitching schedule can mean the difference between making the cut or being deleted unread.
To stand out, you need more than a headline and a quote - you need intentional timing. So be strategic. Time your send. Respect editorial rhythms. And above all, remember - great PR isn’t just about what you say, it’s about when you say it.
Think of your press release as a moment of opportunity. Time it well, and it becomes the start of a meaningful media conversation. Time it poorly, and it’s another unopened email lost in the shuffle.