The essence of any successful endeavor lies in its timing. This is especially true when it comes to press releases. The goal of a press release is to capture the attention of journalists, reporters, editors, and industry experts who might be interested in covering your announcement. Therefore, the timing of your press release can significantly impact its success.

Releasing your press release too early might result in it being forgotten when the time for coverage arrives. Unless you have an embargo in place or your reputation precedes you, being too early might mean being overlooked. Conversely, releasing your press release on the day of your announcement might result in it being buried in the busy inboxes of journalists. Their content schedules are likely already full, and your press release might not get the attention it deserves.

Only a select few companies can successfully launch a press release with an “available now” message. This is more common in the video game industry, where a trailer is released with a simultaneous release date. However, this is not the norm in other industries.

So, when is the right time to send a press release? Let’s delve into the specifics.

The Optimal Time of Day to Send a Press Release

The time of day you send your press release can greatly influence its success. Here are some factors to consider:

  1. Morning Dispatch: Aim to send your press release in the morning, ideally between 8 a.m. and 10 a.m. This is when journalists are usually planning their day and looking at potential stories. Your press release should be one of the first they see.
  2. Consider Time Zones: Make sure to adjust for the local time of the journalist you’re targeting. If you send your press release at 8 a.m. EDT but your journalist is in California, your press release might get lost in their inbox.
  3. Avoid Rounded Times: Many companies use outreach software to schedule their press releases. These applications often send out press releases at rounded times, like on the hour or half-hour. To stand out, consider sending your press release at a non-rounded time.

The Best Day of the Week to Send a Press Release

The best day to send a press release is usually at the beginning of the week, specifically Monday, Tuesday, or Wednesday. This gives journalists more time to cover your story throughout the week. However, this can vary, and some might find Tuesday or Wednesday to be a better option.

The Ideal Time of Month and Year to Send a Press Release

The time of the month or year doesn’t significantly impact the success of your press release. However, if your announcement is tied to a specific event or date, you might want to schedule your press release accordingly.

How Far in Advance to Send a Press Release

Giving journalists a lead time of two to three weeks is usually ideal. This gives them enough time to plan their coverage without your news feeling outdated. However, this can vary depending on the breadth of your coverage and the nature of your announcement.

In conclusion, timing is a crucial factor in the success of your press release. However, managing all these factors can be challenging. That’s where professional PR services come in. They can handle the entire process, ensuring that your press release reaches the maximum number of interested journalists at the optimal time. Why not give it a shot?