Wondering when to send your next press release? Remember, timing is everything

Media OutReach Newswire - 05 Jun 2023

Pitching articles to journalists is a critical part of any PR strategy, but knowing when to send your press material is equally important. The average day of a reporter can be hectic and unpredictable at best and getting your news in front of them when it matters can often be the deciding factor in getting published or having your email ignored entirely.

Although there isn’t a one-size-fits-all answer to the question of when to pitch a press release, there are some general guidelines that can be applied to most situations.

Ideally, you want to target journalists at the quietest time of the day before the news cycle kicks in. This typically means early morning to lunchtime. The best days to plan your release are between Tuesday and Thursday. A short window, yes, but there are several key reasons for this. Weekends and holidays aren’t recommended for obvious reasons and on Friday there is a tendency for many to shift into weekend mode.

While there is no clear consensus on whether Monday is a good day to pitch or not, some research suggests more than half of journalists prefer to receive pitches on Monday over any other day.

Aside from these key points, there are several effective ways to time your announcement and grab the attention of time-poor journalists and editors.


1. Time your pitch

Most major media outlets will have one, if not two, editorial meetings to discuss the news of the day, publishing times and angles. This means getting your press material to a reporter ahead of an editorial meeting means they are more likely to pitch said news to senior editors. If you’re looking to get your news in print the following day, consider that most newspapers will have their pages locked down by around 5pm. The front and back pages tend to go last and can change at a moment’s notice.

2. Keep it concise

Journalists receive an overwhelming number of press releases on a daily basis and have limited time to go through them. To increase the chances of your press release being read, it’s essential to capture their attention within the first few sentences. Make sure your opening paragraph is clear and succinctly conveys the most newsworthy information.

3. Provide context

Explain why the news is important and how it fits into the bigger picture. Provide background information and data to support your claims. This can help them in editorial meetings to pitch the story to their editors.

4. Consider supplementary materials

Consider including supplementary materials that journalists can easily access for more information. Providing background information, quotes from your CEO, a high resolution image, infographics, relevant data, or video assets can help a journalist publish your story easier and faster. Quotes from senior management, clients and key people involved can also lend credibility to your message and help make your release more engaging.

5. Make it relevant

Make sure the news is relevant to the journalist’s beat, this is very important and will save them time during what is typically a very busy day. Sending your press release hours or even a day before the intended publication date gives journalists sufficient time to review your content, follow up with questions if needed, and consider its newsworthiness and relevance to their publication.

6. Adapt to last-minute changes

Despite your best efforts to submit your press release ahead of editorial meetings and publishing deadlines, it’s essential to be aware that the media landscape is dynamic. Breaking news or unforeseen events can cause sudden shifts in editorial priorities, resulting in changes to planned coverage. Being adaptable and understanding of these circumstances is crucial in maintaining a positive relationship with journalists and increasing the chances of future coverage opportunities.

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