What's the Best Time To Send a Press Release?

Choosing the right time to distribute a press release can make a big difference in getting journalists’ attention.

Release timing isn’t about randomly picking a day or hour—it’s a strategic choice that helps ensure your story reaches the right audience at the right moment.  

Keep reading to learn practical tips to avoid poor timing, improve brand visibility and get more media coverage.

The Best Time To Send a Press Release

Here are some best practices, based on insights from our team of GlobeNewswire editorial experts. 

Avoid Monday and Friday

Monday and Friday are generally not ideal for distributing press releases.  

On Mondays, journalists are usually focused on catching up on tasks from the weekend, meaning new releases are less likely to gain immediate attention.  

Fridays, on the other hand, are close to the weekend, when reporters are winding down, reducing engagement with new information. 

Time for Your Intended Audience, Usually 5am-9am Local Time

Early morning is a strategic window to consider.  

During these hours, journalists are often checking emails as part of their morning routine, making them more receptive to news. Scheduling within this window can increase the chances of engagement and coverage. 

Schedule Off-Hour Instead

Instead of sending releases at the top of the hour (e.g. exactly at 8:00am), consider scheduling for a time such as 8:17am to help your news stand out.  

This tactic reduces competition with other releases going out at the same time, which can enhance the visibility of your story. 

When Should You Rethink Press Release Timing?

Sometimes, despite the best planning, external events can overshadow even your most important updates.  

Knowing when to reschedule your news is essential to prevent it from getting lost in a heavy media cycle or coming off as insensitive. 

Here are a few scenarios when it’s best to hold off on your release: 

• Celebrity news or major political events - Political or celebrity news can take up a large share of media coverage, leaving little room for other news. Try to plan around significant political dates, especially if your target audience follows these closely. 

• Natural disasters or tragic events - During such times, media focus shifts almost exclusively to the crisis. Delaying your release in these situations is not only respectful but also helps avoid the risk of seeming insensitive. 

• Industry-specific news cycles - If a competitor or another major player in your industry releases big news, consider waiting. Rescheduling allows you to avoid competing for attention and gives your story a better chance to shine when there’s less noise. 

• Economic shifts or stock market fluctuations - When the stock market experiences a significant change, media attention often shifts to financial news. Waiting until the market stabilizes can help ensure your release isn’t drowned out by economic headlines. 

Also, if you’re sharing difficult news, Friday afternoon can be ideal. This creates a three-day news cycle where the story may not receive as much immediate attention over the weekend, softening the impact. 

Determining the best time to send a press release is all about balance. Avoiding high-traffic times, scheduling with your audience in mind and being ready to reschedule if needed will help you maximize the visibility of your news. 

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