The Best Day and Time to Send a Press Release for Maximum Exposure

So, you've got some big news you want to share, right? And you want people to actually see it. That's where sending out a press release comes in. But just sending it isn't enough. You gotta send it at the right time. It's like trying to catch a wave – timing is everything. If you miss the sweet spot, your news might just get lost in the shuffle. Let's talk about how to pick the best day to send a press release so your announcement actually gets noticed.

Key Takeaways

• For the best chance of your press release being seen, aim for Tuesday, Wednesday, or Thursday. Mondays are usually too busy with emails from the weekend, and Fridays people are already winding down.

• The sweet spot for sending is usually between 8:00 AM and 10:00 AM in the recipient's local time. This is when journalists are often starting their day and checking their inboxes.

• Try to avoid sending your news late in the afternoon, especially on Fridays. Also, weekends and holidays are generally a bad idea because fewer people are working.

• Don't forget about time zones! If your target media is spread out, you'll need to send your release at different times for different regions.

• Keep an eye on how your press releases perform. See which days and times get the most opens and engagement, and adjust your strategy for next time.

Tuesday Through Thursday

When you're trying to get your news out there, the middle of the week is generally your sweet spot. Think Tuesday, Wednesday, and Thursday. Mondays can be a bit of a madhouse; everyone's just getting back into the swing of things after the weekend, and their inboxes are probably overflowing. Fridays aren't much better, as people are starting to wind down and look ahead to the weekend. This mid-week window offers the best chance for your press release to land on a journalist's desk when they're actually ready to read it.

Here's a quick breakdown of why these days work:

• Tuesday: People are settled into their work routine but haven't hit that mid-week slump yet. They're usually more receptive to new information.

• Wednesday: This day often sees consistent engagement. It's a solid choice for getting your news noticed.

• Thursday: This is a strong contender, especially if you want your story to be considered for weekend features or if journalists need to plan coverage for the following week.

Avoid sending your press release on a Monday or Friday if you can help it. Mondays are too busy, and Fridays people are already mentally checking out for the weekend. You want your news to be fresh and relevant when it's read, not old news by the time Monday rolls around again.

While these days are generally good, remember that timeliness is still key. If you have breaking news, you don't want to hold onto it just because it's a Monday. The goal is to hit the right balance between a clear inbox and relevant news.

8:00 AM To 10:00 AM

When you're trying to get your news out there, hitting the sweet spot between 8:00 AM and 10:00 AM is generally a solid bet. Think about it: journalists and editors are just starting their day, probably grabbing that first cup of coffee and checking their inboxes. This is prime time to catch their attention before the daily deluge of emails really kicks in. Sending your release during this window means it's more likely to be seen and considered for their editorial calendar.

Here’s a quick look at why this timeframe works:

• Early Bird Advantage: You're getting your news in front of them as they plan their day.

• Reduced Competition: Fewer emails are typically sent this early compared to later in the morning.

• Actionable Window: It gives reporters time to actually do something with your story that day.

It’s not just a random guess; data from distribution platforms often shows higher open and engagement rates during these hours. It’s about aligning with the workflow of the people you want to reach. For instance, if you're targeting media in the Eastern Time Zone, sending between 8:00 AM and 10:00 AM EST makes a lot of sense. If you're aiming for the West Coast too, you might need to schedule releases in phases to hit their morning hours as well.

The goal is to be one of the first, most relevant messages a journalist sees when they sit down to work, not lost in the clutter of a busy afternoon.

While 8:00 AM to 10:00 AM is a strong general guideline, remember that different industries might have slightly different peak times. However, for broad exposure, this early morning slot is a reliable starting point.

Mid-Morning To Early Afternoon

After the initial morning rush, there's another sweet spot for getting your press release noticed. Think between 10:00 AM and 2:00 PM. This is when folks are usually past their first email check of the day and might have a bit more focus before the afternoon slump hits. It's also a time when journalists might be taking a breather or catching up on things before the end of their workday.

Here's a quick look at why this window can work:

• 10:00 AM - 12:00 PM: Still solid. People are generally settled into their tasks and more receptive to new information.

• 12:00 PM - 2:00 PM: This can be a bit trickier. While some might check emails during lunch, others are completely offline. It's a gamble, but if your news is compelling, it might still land.

This period often catches journalists when they're planning their afternoon coverage or looking for stories to round out their day. It's a good time to be in their inbox, but you're competing with more than just the morning's emails.

It's not quite the same as the early morning push, but it's definitely a better bet than waiting until the end of the day. You want to be seen when people are still actively working and making decisions about what to cover.

Avoid Late Afternoons

As the workday winds down, so does the attention span of most journalists and editors. Sending your press release in the late afternoon is like trying to catch a train that's already pulling out of the station. People are mentally checking out, getting ready to head home, and your carefully crafted message is likely to get lost in the shuffle or, worse, pushed to the next day's overflowing inbox.

Think about it: by 4 PM, most newsrooms are focused on wrapping up their current assignments, not digging into new material. Unless your news is an absolute emergency that can't wait, it's probably going to be ignored.

• Mentally checked out: Staff are already thinking about dinner plans or weekend getaways.

• Inbox overload: Your release competes with last-minute tasks and emails.

• Delayed coverage: It might not get seen until the next business day, missing the immediate news cycle.

The best strategy is to avoid this time slot altogether. It's better to aim for earlier in the day when journalists are actively looking for stories and planning their editorial calendars. If you're looking for guidance on when to schedule important business discussions, timing is key, and the same applies to press releases strategic scheduling is vital.

Trying to get your news noticed late in the day is a gamble that rarely pays off. Journalists are wrapping up, not starting new deep dives. Save your efforts for when they're most likely to engage.

Avoid Weekends And Holidays

Let's be real, nobody wants to deal with work emails when they're trying to relax. This is especially true for journalists and editors who are likely off the clock during weekends and holidays. Sending out your press release on a Saturday or Sunday, or during a major holiday break, is pretty much like shouting into the void. Your carefully crafted announcement will likely get buried under a mountain of unread messages when everyone returns to their desks, or worse, it might just get deleted without a second glance.

Think about it: when you're on vacation or enjoying a long weekend, are you really checking your inbox for the latest industry news? Probably not. The same goes for media professionals. They're either catching up on personal life, traveling, or spending time with family. Your news, no matter how exciting, is going to be way down their priority list.

Here's a quick rundown of why this timing is a no-go:

• Low Engagement: Media outlets are typically running on skeleton crews, if at all, during these periods.

• Inbox Overload: When people return after a break, their inboxes are usually flooded, making it hard for new messages to stand out.

• Missed Opportunities: Your story might be time-sensitive, and sending it when no one's paying attention means you miss the window for coverage.

Unless your news is a breaking event happening during the weekend or holiday itself, it's best to hold off. Save your release for a standard business day when reporters and editors are actively looking for stories and have the bandwidth to cover them.

Consider Time Zones

Okay, so you've got your killer press release ready to go, and you're thinking about hitting send. But wait a sec – where are all those journalists you want to reach actually located? If you're aiming for national or international coverage, you absolutely have to think about time zones. Sending out your news at 9 AM on the East Coast means it's only 6 AM on the West Coast. That's probably too early for most reporters to even be thinking about your story.

The smart move is to stagger your distribution. If you're targeting both coasts, for example, you might want to send it out twice. First, hit up your East Coast contacts around 8 AM to 10 AM EST. Then, a little later, send it to your West Coast media list around 8 AM to 10 AM PST. This way, you're catching people when they're just starting their day and checking their emails in their own local time.

Here’s a quick breakdown of how to approach it:

• Identify your target media's primary locations. Are they mostly in New York, London, or Tokyo?

• Map out the optimal sending times for each major time zone. Use the general best practices we've talked about (early to mid-morning) but adjust for local hours.

• Use distribution tools that allow for scheduled sends by region. This makes the whole process way less manual.

Don't just assume everyone operates on your schedule. A little extra effort to hit the right time zone can make a huge difference in getting your story noticed instead of lost in the digital ether.

Monitor Performance Data

So, you've sent out your press release. Now what? It's not just about hitting send and hoping for the best. You've got to see how it's doing. Think of it like checking the stats after a big game – you need to know what plays worked and which ones didn't.

Tracking your press release's performance is key to figuring out what's actually working. This means looking at things like how many people opened your email, if journalists clicked through to your links, and where you got actual coverage. Most distribution platforms give you some kind of dashboard or report. Take a good look at it.

Here's what you should be keeping an eye on:

• Open Rates: How many people actually opened the email with your press release? A low open rate might mean your subject line needs work or you're sending at a bad time.

• Click-Through Rates (CTR): If you included links to your website, a landing page, or a media kit, how many people clicked them? This shows real interest.

• Media Pickups: This is the big one. Where did your story get published? Are they major outlets or smaller blogs? Are they the ones you were targeting?

• Social Shares: Did people share your news on social media? This can give you an idea of how much buzz you're generating.

You can't just guess what works. You need real numbers to make smart decisions for your next announcement. Looking at the data helps you stop wasting time on strategies that aren't getting results and double down on what's actually moving the needle.

For example, you might notice that releases sent on a Thursday morning get way more pickups than those sent on a Tuesday afternoon. Or maybe your CTR is higher when you include a video link. Whatever it is, jot it down. This information is gold for planning your next move.

Test And Optimize

So, you've sent out your press release, and you're hoping for the best. But what if there's a way to actually know what's working and what's not? That's where testing and optimizing come in. It's not just about sending it and forgetting it; it's about looking at the data and making smart adjustments for next time.

Think of it like this: you wouldn't just keep trying the same recipe if it never turned out right, would you? You'd tweak the ingredients, change the cooking time, maybe even try a different oven. Your press release strategy should be no different. The goal is to figure out what makes your specific audience tick.

Here’s how you can start playing with it:

• A/B Test Sending Times: Pick two slightly different times on the same day (say, 8:30 AM and 9:00 AM) and send your release to two similar, but separate, lists of media contacts. See which group gets more opens or clicks.

• Vary Subject Lines: Try a couple of different subject lines for the same release and see which one gets a better response rate. Sometimes a small wording change makes a big difference.

• Experiment with Days: While we've talked about the best days, maybe for your niche, a Friday morning actually performs better. It's worth a small test.

The real magic happens when you stop guessing and start measuring. Every send is a chance to learn something new about your media contacts and what captures their attention.

It might sound like a lot of work, but honestly, even small tweaks can lead to way better results. You're basically fine-tuning your approach to make sure your news gets seen by the right people at the right moment. It’s all about getting smarter with your outreach.

Use Media Cycles To Your Advantage

Think of the news world like a busy highway. You don't want to launch your announcement when everyone else is already stuck in a massive traffic jam. That means keeping an eye on what's happening globally and even within your own industry. Major events, like elections or big sports finals, tend to suck up all the attention, making it tough for your story to get noticed. It's like trying to shout over a rock concert.

Instead, try to sync up with natural industry rhythms. Are there big trade shows coming up? Is it a seasonal peak for your product or service? For example, a company launching a new gadget might aim for a period right before a major tech conference, or a fashion brand could time its news around fashion week. This way, journalists are already in the mindset to cover your area.

• Watch out for major news events: Avoid releasing your news during elections, natural disasters, or other big, attention-grabbing headlines.

• Align with industry happenings: Think conferences, trade shows, or seasonal trends relevant to your field.

• Consider competitor activity: Try not to launch your big news right after a major competitor has made a splash.

Sometimes, the best approach is to work with the news cycle, not against it. If you have a truly groundbreaking announcement, you might need to release it immediately. But for most announcements, a little patience and strategic timing can make all the difference. Being aware of these cycles is key to getting your message heard.

Tailor Timing To Your Industry

Okay, so we've talked about general best days and times, but here's the real tea: not all industries are created equal when it comes to press release timing. What works for a hot new tech startup might totally bomb for a long-standing financial institution. You gotta think about the rhythm of your specific field.

For instance, if you're in the tech world, hitting journalists up early on a Tuesday or Wednesday morning, especially if you've got a product drop or a big update, is usually a solid move. They're often looking for that fresh news to kick off their week. On the flip side, the finance crowd tends to watch the market. Sending something out right before the U.S. stock markets open at 9:30 AM ET is a common strategy, so think around 8:00 AM ET. This gives them time to digest it before the trading day really gets going.

• Tech: Early weekday mornings, especially for product news.

• Finance: Coordinate with market openings (e.g., 8:00 AM ET).

• Healthcare: Aim for early weekday mornings, avoiding weekends.

• Entertainment: Timing can be tricky, often tied to event schedules or specific time zones for red carpet action.

Remember, journalists are people too, and they have their own routines and deadlines. Understanding these can give your story a much better shot at getting noticed.

It's not just about the day and hour, either. Think about industry events. Is there a major trade show coming up? A big conference? Releasing your news just before or during these times can make it way more relevant and likely to be picked up. A fashion brand might drop news right before Fashion Week, or a gaming company might aim for E3 season. It's all about fitting into the conversation that's already happening. You can find more general advice on optimal distribution times at IMCWire.

Ultimately, you need to do a little homework on your specific industry's news cycles and journalist habits. What works for one might not work for another, and getting this right can seriously boost your chances of getting that sweet, sweet media coverage.

Every business has its own rhythm. Understanding when to post, when to run ads, and when to connect with customers is key. Don't guess what works best for your field. Visit our website to learn how to find the perfect timing for your industry and boost your success!

So, When Should You Hit Send?

Alright, so we've talked a lot about the nitty-gritty of when to send out your press release. It's not just about having a great story; it's about getting that story seen. Remember, Tuesdays, Wednesdays, and Thursdays are generally your sweet spot, especially in the morning, like between 8 and 10 AM. Think about it – journalists are just getting their day started, coffee in hand, ready to see what's new. Avoid the Monday rush and the Friday wind-down, and definitely steer clear of weekends unless it's breaking news. And hey, don't forget about those time zones if you're reaching out far and wide. It might seem like a small detail, but getting the timing right can seriously make or break whether your announcement actually gets noticed. So, plan smart, send strategically, and give your news the best shot at making some real noise.

Frequently Asked Questions

What are the best days to send out a press release?

For the best chance of getting your news noticed, aim for Tuesday, Wednesday, or Thursday. Mondays can be too busy with emails from the weekend, and Fridays often see people winding down for the week. Weekends are generally a no-go unless your news is happening then.

What time of day is best for sending a press release?

The sweet spot is usually between 8:00 AM and 10:00 AM in the recipient's local time. This is when journalists are often starting their day, checking emails, and planning what stories to cover. Sending it too late in the afternoon can mean it gets overlooked.

Should I avoid sending press releases on holidays?

Yes, definitely! Major holidays and long weekends are usually times when reporters and editors are off or have lighter workloads. Your press release is more likely to get lost in the shuffle or ignored during these times.

Does the time zone of the journalist matter?

Absolutely! If you're sending your press release to people in different parts of the country or world, you need to think about their local time. It's best to send it during their morning or early afternoon, so you might need to send it out at different times for different groups.

What if my news is really urgent?

If it's breaking news, you should send it out right away, no matter the day or time. However, for most announcements, sticking to the recommended weekdays and times will give you the best results. You can also consider offering the news under an 'embargo' if you want journalists to have it in advance but not publish it until a specific date and time.

How can I know if my timing is working?

Keep an eye on how your press releases perform! Look at things like how many people open your emails and how many pick up your story. You can also try sending releases at slightly different times to see what gets the best response from your specific list of media contacts.