What’s the best time to send a press release?

Anyday Anytime With a Good Story

Sending a press release out at certain days/times has sometimes seemed to show better results, but honestly, I don’t believe that is really what’s relevant. I once met with a reporter who told me to always go fishing when I send releases out–cast a large net to see if anyone is biting.

Although time of day can be a factor (for example, in the morning before assignments are set), a good story gets caught, if it’s a really tasty one.

I’ve read that Wednesday morning is the best time, as it gets past the Monday madness, and it’s before the weekend rush, but when I’ve had an event that’s relevant or a release that resonates, it’s on the hook no matter when I send it. Reporters don’t need bait; they need quality, and that’s our responsibility to provide that every time we release. Sorry for all of the fishy metaphors!

At Random Times

Send it at a random time. Many companies schedule their emails to go out on the hour or on the half-hour, meaning journalists’ inboxes often get an influx of multiple emails at those times. By sending your press releases at an “off” minute, like 10:42 or 1:37, you increase the odds that it will show up in inboxes by itself. This gives you a better chance of it being noticed and opened.

When Your News is Timely and Relevant

The best time to send a press release is when you have news that is timely and relevant to your audience. If you are announcing a new product, for example, you would want to send the press release as close to the product launch date as possible. Sending a press release at the perfect time will help increase the chances that your news will be picked up by the media and distributed to a wide audience.

Consider Tuesday Through Thursday and Other Relevant Factors

Recent studies have shown that the best time to send a press release is between 8:00 AM and 10:00 AM, or between the beginning of the workday and the early afternoon. Not only this but be sure to send your press release during the middle of the week, Tuesday through Thursday, for the best results. You should also consider any cultural factors, differing time zones, and your relationship with the journalists to ensure your press release is sent ahead of the public announcement deadline.

At The Start of Every Month

Sending a press release at every start of a new calendar month sets new or better plans, resetting processes to align with company goals.

This press release tactic sets the right expectations of employees, partners, clients, and all stakeholders, reminding them about their roles.

A new month is the best time to send a press release when you launch new metrics, taking everyone to the start line full of eagerness, hope, and motivation.

Between 10 AM and 2 PM From Tuesdays to Thursdays

Journalists have hectic schedules and tight deadlines so sending your press release at the optimal time is crucial in order to get noticed. According to statistics, the email open rate for press releases sent between 10 a.m. and 2 p.m. is over 45%. Time of day isn’t the only important factor to consider. The day that a press release is sent makes a huge difference in whether it’s opened or not. Mondays are the worst days to send press releases as journalists are generally swamped with priority emails that came in over the weekend or late Friday afternoon. Friday also isn’t a good day because the open rate is less than 15% in the afternoons. Statistically speaking, the best day to send a press release is on a Thursday, followed by Tuesday and Wednesday. When sending press releases, it’s important to check the journalist’s timezone so that you can increase your chances of getting a timely response. A time zone converter can help with this.

Thursday Mid-Morning

I’m a big fan of sending press releases on Thursdays, usually around mid-morning time. By Thursday, the clamor of pitches that many journalists receive at the start of the week has begun to die down, and so the competition for attention is usually a bit lower. It’s not Friday, though, and it’s still early in the day, so people aren’t distracted with one eye on the end of the day or week. 

Sending mid-morning means people have usually had time to slim their inbox and to-do list down enough to pay proper attention to new pitches coming their way.

Many journalists will also have quotas to meet each week, so by Thursday any that haven’t yet met their quota will be especially appreciative of good pitches that land in their inbox.

Be Far Ahead of Deadlines

As far ahead of the journalist’s deadline as you can muster. Quality journalists want some time to investigate, verify and edit the content of the press releases they receive. However, they need to do all of this while navigating a constant, never-ending stream of deadlines. Do them a favor by finding out when their deadlines are, or even better, develop a relationship with the journalist so you can tailor your communications to their preferences. Everyone wins this way: The journalist can confidently file a well-vetted and well-written piece of news, and you get awareness and publicity for your client.