When is the Best Time to Send a Press Release? Let's find out!

PUBLSHED 20/09/2023 by Alison Lancaster CEO of Pressat

UPDATED: 29/09/2023

Sending a press release at the right time can be crucial for its success. But what is the best time to send a press release? According to various sources, the answer is not straightforward and can vary depending on several factors.

Some studies suggest that Tuesday, Wednesday, and Thursday are the best days to send a press release, while others recommend Thursday as the optimal day. However, most sources agree that the best time to send a press release is between 10 am and 2 pm, as editors tend to open about one-third of all the emails they receive during this time. It is also important to consider the time zone of the recipients and avoid sending press releases during weekends or holidays.

What will you learn in this guide?

• Optimal Timing: The article discusses the best days and times to send a press release for maximum impact, highlighting the importance of sending it during the mid-morning hours between 10 am and 2 pm on weekdays.
• Industry-Specific Considerations: It emphasizes the significance of considering industry-specific events, publication schedules, and financial calendars when timing press releases, providing guidance on tailoring your approach based on your industry.
• Email Etiquette: The article offers insights into email etiquette for press release submissions, including subject line tips, personalized greetings, and the importance of a professional email address.
• Avoiding Spam Filters: It provides practical tips to prevent press releases from ending up in spam folders, such as avoiding spam trigger words and using reliable email service providers.
• International and Cultural Factors: The article acknowledges the complexities of international press release timing, including considerations of time zones and cultural norms, and suggests using scheduling tools for precise delivery.

The Importance of Timing in Press Release Distribution

Timing is a critical factor when it comes to distributing press releases. Sending a press release at the right time can significantly increase the chances of it being noticed and picked up by journalists, while sending it at the wrong time can result in it being buried in a journalist's inbox or ignored altogether.

One of the main reasons why timing is so important is that journalists receive a large volume of press releases every day. Therefore, it's essential to send your press release at a time when journalists are most likely to be checking their emails and looking for newsworthy content.

According to studies, the best time to send a press release is typically between 10:00 AM and 2:00 PM local time. During this window, the open rate for emails is around 31.54%, which is significantly higher than outside of this timeframe.

It's also important to consider the day of the week when sending a press release. While there is some variation in opinion, Thursday is generally considered to be the best day to send a press release, followed by Tuesday and Wednesday. This is based on email open rates, which tend to be higher towards the end of the week when journalists are wrapping up their work for the week.

Timing is also important when it comes to the content of the press release. For example, if you're announcing a new product or service, it's best to send the press release a few weeks before the launch date to give journalists time to prepare their coverage. On the other hand, if you're announcing a time-sensitive event, such as a charity fundraiser or a political rally, it's best to send the press release as soon as possible to give journalists enough time to plan their coverage.

In summary, the timing of a press release can have a significant impact on its success. By sending a press release at the right time, you can increase the chances of it being noticed and picked up by journalists, resulting in more media coverage and exposure for your brand or organisation.

Understanding the Media Landscape

Sending a press release at the right time is crucial to ensuring that it gets the coverage it deserves. However, before delving into the best time to send a press release, it is important to understand the media landscape and how it works.

Media outlets are constantly on the lookout for newsworthy stories that will capture the attention of their readers, viewers, or listeners. Journalists are the gatekeepers who decide which stories make it to the news and which ones do not.

When it comes to media coverage, timing is everything. If a press release is sent at the wrong time, it may get lost in the sea of other news stories and not receive the attention it deserves. On the other hand, if a press release is sent at the right time, it may be picked up by multiple media outlets and receive widespread coverage.

Media outlets vary in terms of their audience, focus, and format. Some media outlets are national, while others are local. Some focus on specific industries or topics, while others cover a wide range of subjects. Some are print, while others are digital or broadcast.

To increase the chances of getting media coverage, it is important to research and target the right media outlets for your press release. This involves understanding their audience, focus, and format, as well as identifying the journalists who cover the relevant topics.

Having a media contact who can help pitch your story to journalists can also increase the chances of getting coverage. However, it is important to build relationships with media contacts and not just use them for one-off pitches.

Overall, understanding the media landscape and how it works is crucial to increasing the chances of getting media coverage for your press release. By targeting the right media outlets, sending the press release at the right time, and building relationships with media contacts, you can maximise your chances of success.

Optimal Days for Press Release Dispatch

Determining the best day to send a press release can be a challenging task. However, research and analysis of data from various sources have shown that certain days are better than others.

According to multiple sources, Tuesday, Wednesday, and Thursday are the best days to send a press release. These days were chosen based on email open rates, which were determined by A/B tests conducted on email accounts of people working in the publishing industry.

On the other hand, Mondays and Fridays are considered the worst days to send a press release. This is because journalists tend to receive a high volume of emails on Mondays, making it difficult to stand out from the crowd. Fridays are also not recommended because many journalists tend to leave work early or take the day off, which means that your press release may not receive the attention it deserves.

Weekends are also not recommended for obvious reasons - most journalists are not checking emails then.

In summary, the best days to send a press release are Tuesday, Wednesday, and Thursday, while Mondays and Fridays are the worst days. Weekends should also be avoided. By sending your press release on the optimal days, you increase the chances of it being read and acted upon by journalists.

Ideal Time Slots for Press Release Submission

When it comes to sending press releases, timing is crucial. The best time to send a press release is when it is most likely to be read and acted upon by the recipient. Here are some ideal time slots for press release submission based on research and industry best practices:

Morning Hours

Sending a press release in the morning can be a good strategy. According to several studies, the best time to send a press release is between 7:00 am and 9:00 am. This is because many journalists and editors start their day by checking their emails, and your press release will be among the first things they see in their inbox.

Mid-Morning to Early Afternoon

Another optimal time to send a press release is between 10:00 am and 2:00 pm. During these hours, people are usually more alert and focused, which means your press release is more likely to get their attention. Additionally, this timeframe aligns with the mid-morning and lunch breaks when journalists may have some time to review their emails.

Avoid Late Afternoon

Avoid sending press releases late in the afternoon or in the early evening. By this time, many journalists are wrapping up their work for the day, and your press release may get lost in the shuffle or pushed to the next day's agenda.

Consider Time Zones

When sending press releases to recipients in different time zones, it's crucial to consider their local time. You may need to stagger your press release distribution to ensure it reaches each recipient at an optimal time in their time zone.

Avoid Weekends and Holidays

Lastly, avoid sending press releases on weekends and major holidays. During these times, many journalists are out of the office or have reduced availability, so your press release may not receive the attention it deserves.

Remember that while these time slots are considered ideal, the specific timing may vary depending on your target audience, industry, and region. It's essential to monitor the results of your press release distribution and adjust your timing strategy accordingly.

Conclusion

Timing plays a vital role in the success of your press release. Sending it at the right time can significantly increase the chances of it being noticed and covered by the media. To optimize the timing of your press release, consider the following key points:

• Send your press release on Tuesday, Wednesday, or Thursday for the best results.
• Aim for the morning hours (7:00 am to 9:00 am) or mid-morning to early afternoon (10:00 am to 2:00 pm) for optimal delivery times.
• Avoid sending press releases late in the afternoon or on weekends and holidays.
• Take into account the time zones of your recipients when planning your distribution schedule.

By strategically timing your press release, you can enhance its visibility and increase the likelihood of media coverage, helping you achieve your communication and publicity goals.