Best Time to Send a Press Release: Day and Time Guide

Best Time to Send a Press Release: The Complete Timing Guide

The best time to send a press release is generally between 9am and 11am in the journalist’s local time zone, from Tuesday to Thursday.

Thursday between 10am and 2pm has produced particularly strong email open rates in some large press outreach studies. However, the most effective time will depend on the type of announcement, the publication being targeted, editorial deadlines and whether the news is urgent.

For most planned business announcements, a reliable starting point is:

• Best days: Tuesday, Wednesday or Thursday
• Best time: 9am to 11am local time
• Wider effective window: 9am to 2pm
• Worst time: Friday afternoon
• Best time for urgent news: As soon as the information is confirmed
• Best time for international news: Based on the recipient’s time zone, not the sender’s

Timing can improve the chances of a press release being noticed, but it cannot compensate for an irrelevant story, a weak headline or an untargeted media list.

What Is the Best Time to Send a Press Release?

For a non-urgent press release sent directly to journalists, schedule the email for approximately 9.30am to 11am in the recipient’s local time zone.

This gives journalists time to deal with urgent overnight stories and begin planning their day without leaving your email until the late afternoon.

A frequently cited analysis by Prowly examined more than 55,000 press release emails. It found that Thursday generated its strongest average open rate, while emails sent between 10am and 2pm performed particularly well.

Other media relations guidance recommends pitching earlier in the week, particularly on Monday or Tuesday between 9am and 11am, when some reporters are deciding which stories to pursue.

These recommendations appear contradictory, but they reveal a broader pattern: journalists are generally more receptive during the first half of the working day and before the end of the working week.

The most dependable general recommendation is therefore Tuesday to Thursday between 9am and midday.

What Is the Best Day to Send a Press Release?

Tuesday, Wednesday and Thursday are usually the best days to send a press release.

Each day has different advantages.

PR Newswire advises that Tuesday through Thursday mornings are generally suitable for local media announcements.

Prezly also identifies Thursday from late morning to early afternoon as a potentially strong window, while emphasising that relevance and targeting are more important than selecting a supposedly perfect time.

Is Monday a Good Day to Send a Press Release?

Monday can work when journalists are planning their coverage for the week, particularly for:

• Business features
• Research announcements
• Upcoming events
• Weekly publications
• Stories that are not tied to an immediate deadline

The disadvantage is that journalists may arrive to a backlog of emails, weekend developments and unfinished work from the previous week.

Avoid sending at 8am on Monday unless the announcement is time-sensitive. A late-morning send may have a better chance of avoiding the first inbox rush.

Is Tuesday a Good Day to Send a Press Release?

Tuesday is one of the safest choices for a planned announcement.

Journalists have usually dealt with the Monday backlog but still have most of the week available to research, conduct interviews and prepare coverage.

Tuesday is particularly suitable for:

• Company announcements
• New appointments
• Partnerships
• Business expansion
• Survey findings
• Product launches
• Funding announcements
• Charity campaigns

For most organisations without their own campaign data, Tuesday at approximately 9.30am or 10am local time is a sensible default.

Is Wednesday a Good Day to Send a Press Release?

Wednesday is another reliable option because it sits in the middle of the normal news week.

It can be useful when Monday and Tuesday are crowded with planned corporate announcements. It also gives journalists sufficient time to cover the story before the weekend.

Wednesday works well for:

• Consumer stories
• Comment and analysis
• Local business news
• Research and reports
• Events taking place the following week
• Non-urgent corporate announcements

Is Thursday the Best Day to Send a Press Release?

Thursday generated the highest average email open rate in Prowly’s analysis of more than 55,000 press release emails. Its reported average open rate rose above 26%.

One possible explanation is that journalists have completed some of their immediate weekly assignments and have more time to examine additional story ideas.

Thursday can be particularly effective for:

• Weekend lifestyle coverage
• Consumer products
• Hospitality and travel stories
• Entertainment announcements
• Events taking place the following week
• Business stories that can still be published before Friday

However, Thursday should not be treated as a universal rule. A journalist who plans stories on Monday morning may prefer receiving information earlier in the week.

Should You Send a Press Release on Friday?

Friday is usually less effective for non-urgent announcements, especially after lunchtime.

By Friday afternoon, journalists may be:

• Completing existing stories
• Working to publication deadlines
• Planning weekend coverage
• Taking time off
• Deferring non-urgent emails until Monday

An email deferred until Monday may be pushed down by an entire weekend of new messages.

Friday can still be appropriate when the story is directly connected to:

• A weekend event
• Saturday or Sunday travel
• Entertainment
• Sport
• Breaking news
• Immediate public safety information
• A time-sensitive response to another story

Do not delay important news solely to avoid a Friday. News value and relevance take priority over generic timing rules.

Should You Send a Press Release at the Weekend?

Routine company news should not normally be distributed on Saturday or Sunday.

Weekend press release distribution is more appropriate for sectors that maintain active weekend news cycles, including:

• Sport
• Entertainment
• Politics
• Emergency services
• Travel
• Hospitality
• Retail
• Public safety
• Live events

Make sure your spokesperson and media contact are available. There is little value in issuing a weekend release if nobody can answer a journalist’s questions.

What Time of Day Should You Send a Press Release?

The best time of day is normally mid-morning in the journalist’s local time zone.

A useful schedule is:

Prowly found that the 10am to 2pm period performed strongly in its email data. It also advised avoiding the exact hour or half-hour because many automated campaigns are scheduled at those times.

Instead of sending at exactly 10am, consider a natural off-hour time such as:

• 9.17am
• 9.43am
• 10.12am
• 10.37am
• 11.08am

This will not transform an uninteresting announcement into a major story, but it may help the email avoid arriving alongside a large batch of automated messages.

Send According to the Journalist’s Time Zone

Always schedule a press release according to the recipient’s local time.

A 9am email sent from London reaches journalists in New York during the early morning. By the time those journalists begin working, the email may be buried below newer messages.

For international campaigns:

1. Divide the media list by country or time zone.
2. Schedule a separate distribution for each region.
3. Use the journalist’s local time as the reference point.
4. Check daylight-saving differences.
5. Keep the embargo time consistent and clearly labelled.

A single worldwide email may be convenient, but it rarely reaches every newsroom at an appropriate time.

For a campaign covering the UK, Europe and North America, use separate sending waves rather than choosing one compromise time that is unsuitable for everyone.

Best Press Release Timing by Type of Announcement

The nature of the announcement is more important than a general weekday rule.

Breaking News

Send breaking news as soon as the facts have been verified and the organisation is ready to respond to questions.

Do not wait until Tuesday morning because a generic guide says Tuesday is the best day. Waiting may make the information old, allow another organisation to define the story or create speculation.

Examples include:

• Emergency announcements
• Major service disruptions
• Cybersecurity incidents
• Court decisions
• Senior resignations
• Public safety information
• Responses to fast-moving news
• Crisis communications

Accuracy remains more important than speed. Confirm the essential facts before publishing.

Product Launches

For a product launch, the public press release should normally be issued when the product becomes available or when the announcement officially goes live.

Selected journalists can be approached several days earlier under embargo. This gives them time to:

• Test the product
• Interview a spokesperson
• Request photographs
• Check technical information
• Prepare an article for the launch date

A practical schedule may include:

• One to two weeks before launch: Approach priority journalists
• Three to seven days before launch: Supply the release and assets under embargo
• Launch day: Distribute the public press release
• One or two days later: Send one relevant follow-up

Do not publicly release information before the product page, pricing, availability and customer support materials are ready.

Company Funding or Investment

Funding announcements generally work well from Tuesday to Thursday in the morning.

Before issuing the release, confirm:

• All figures are approved
• Investors agree to be named
• Quotes have been authorised
• The announcement does not breach confidentiality
• A spokesperson is available
• The company website reflects the news

Priority business and investment journalists may be offered the story under embargo before the wider distribution.

New Appointments

Senior appointment announcements are usually suitable for Tuesday to Thursday mornings.

Send the release when:

• The individual has formally accepted the role
• Employees and important stakeholders have been informed
• The start date can be disclosed
• A suitable photograph is available
• The new executive can respond to media questions

Avoid announcing a leadership change before the company has completed its internal communications.

Research, Surveys and Reports

Data-led releases often benefit from an embargo of several days.

Journalists may need time to:

• Examine the methodology
• Understand the findings
• Interview the researchers
• Compare the results with previous data
• Create charts or graphics
• Obtain an independent response

Send a concise summary, the complete report, methodology notes and relevant data tables. The strength and transparency of the research will matter more than the exact sending minute.

Events

For a public event, distribute the first announcement approximately two to four weeks beforehand.

A useful event schedule is:

• Four to eight weeks before: Contact monthly or specialist publications
• Two to four weeks before: Send the main event press release
• Three to five days before: Send a brief reminder or media advisory
• Event day: Provide final timings, access information and spokesperson details
• After the event: Send photographs, results and a concise follow-up story

Major conferences, festivals and national events may require several months of preparation. Small local events may need only one or two weeks.

Seasonal Stories

Seasonal stories must be pitched before the subject becomes crowded.

Christmas gift guides, summer travel features and awareness-day articles are often planned well before the date appears on the consumer calendar.

As a working guide:

• National monthly magazines: several months ahead
• Weekly publications: several weeks ahead
• Daily newspapers: one to three weeks ahead for planned features
• Online news outlets: several days to two weeks ahead
• Breaking or reactive seasonal angles: immediately

Research the editorial calendar of each target publication rather than relying on one universal lead time.

Financial Results and Regulatory Announcements

Legal, stock exchange and regulatory requirements take priority over ordinary PR timing advice.

A listed business may need to announce information:

• Before the market opens
• After the market closes
• Through a recognised regulatory service
• Simultaneously to all investors
• Within a legally prescribed period

Do not delay market-sensitive information to reach a preferred email window. Obtain appropriate legal and financial communications advice.

Crisis Communications

A crisis statement should be distributed when the organisation has enough verified information to communicate clearly.

The initial statement may be brief. It should confirm:

• What is known
• What is not yet known
• What action is being taken
• When another update will be provided
• Who journalists should contact

Silence can allow rumours or inaccurate reporting to fill the gap. At the same time, releasing unverified information can make the situation worse.

Best Timing by Type of Media Outlet

Different publications work to different schedules.

Online News Websites

Online newsrooms publish throughout the day and can respond quickly to relevant stories.

Best starting point:

• Tuesday to Thursday
• 9am to 11am
• Earlier for breaking news
• Several days ahead for planned features

Digital journalists may publish within hours, so include everything required to cover the story immediately.

Daily Newspapers

Daily newspapers work around reporting, editing and production deadlines.

Send planned news early enough for the journalist to:

• Assess the story
• Speak to sources
• Obtain additional comment
• File the article
• Complete fact-checking

Morning distribution is generally safer than late afternoon.

Weekly Publications

Weekly publications may plan their pages several days before publication.

Contact the relevant journalist early in the publication cycle. The best day depends on when the publication closes its next issue, not simply on the day it reaches readers.

Monthly Magazines

Monthly magazines can plan editorial content several months in advance.

Sending a release one week before a seasonal event will usually be too late for the print edition. Contact the features editor or relevant journalist well ahead of the issue date.

Television and Radio

Broadcast planning often begins early.

For planned stories, send the release before or around the morning editorial meeting and clearly explain:

• Who is available for interview
• Where filming can take place
• What visuals are available
• Whether live interviews are possible
• Why the story matters to that station’s audience

A strong broadcast story needs more than written information. It usually requires an interview, location, footage, demonstration or clear visual element.

Trade Publications

Trade journalists may be interested in specialist details that general news publications would remove.

Send trade releases early enough for technical questions and interviews. Industry publications may also work around conferences, exhibitions and longer print deadlines.

Local Media

Local media usually respond best to a clear geographical connection.

Tuesday to Thursday morning is a sound starting point, but the release must explain why the announcement matters to people in that particular area. PR Newswire similarly recommends Tuesday through Thursday mornings for local press release distribution.

Include:

• The town, city or region in the headline
• Local employment figures
• Local investment
• Names of local people
• Relevant photographs
• A spokesperson based in the area
• A specific impact on the community

Direct Media Pitching Versus Newswire Distribution

Sending a press release through a distribution service and emailing an individual journalist are related but different activities.

A newswire service distributes the announcement across a broad network. A direct media pitch explains why the story is relevant to a particular journalist.

For a coordinated campaign:

1. Prepare the press release and media assets.
2. Offer the story to selected priority journalists under embargo where appropriate.
3. Publish the release through the chosen distribution service.
4. Send personalised emails to the most relevant contacts.
5. Respond quickly to media enquiries.
6. Follow up once where there is a genuine reason.

Organisations comparing distribution options can review the best press release distribution services before selecting a provider.

Do not send the same generic message repeatedly to hundreds of journalists. Cision’s 2026 research found that PR-supplied materials remain an important source of story ideas, but journalists are more likely to use relevant, credible information that supports their work.

Should You Use a Press Release Embargo?

An embargo gives selected journalists access to an announcement before it becomes public, on the condition that they do not publish before a stated date and time.

For example:

EMBARGOED UNTIL 09:00 BST, TUESDAY 15 SEPTEMBER 2026

An embargo can be helpful when the story involves:

• Original research
• A detailed report
• A new product requiring testing
• Technical information
• Multiple interviews
• A significant corporate announcement
• Coordinated international publication

Do not assume that every journalist accepts embargoes. Obtain agreement before sharing sensitive information.

The embargo must specify:

• The exact date
• The exact time
• The time zone
• What information is covered
• A media contact
• Any access restrictions

Avoid unnecessarily long embargo periods. The longer confidential information circulates, the greater the risk of an accidental or deliberate early publication.

When Should You Follow Up?

A single follow-up is normally enough.

Cision reports that 62% of journalists recommend following up once, ideally with a new detail or useful angle rather than simply asking whether they saw the original email.

For a planned announcement:

• Wait approximately one or two working days.
• Keep the follow-up brief.
• Add a useful development, image, quote or local angle.
• Reply within the original email thread.
• Do not telephone unless the journalist welcomes calls or the story is urgent.

For breaking news, a faster follow-up may be appropriate.

Do not repeatedly contact a journalist who has declined the story or asked to be removed from the media list.

The Worst Times to Send a Press Release

For normal, non-urgent company news, try to avoid:

• Friday afternoon
• Saturday and Sunday
• Public holidays
• The final working day before a major holiday
• Late afternoon when deadlines are approaching
• Overnight in the recipient’s time zone
• The exact hour when automated emails are concentrated
• The middle of a major unrelated breaking news event
• A time when no spokesperson is available

Also avoid distributing during an event that dominates the same news sector unless the announcement is directly relevant.

A small technology company may struggle for attention during a major global product launch. A travel announcement may be overshadowed by a large transport disruption. A political research report may receive little attention during an election result.

Where possible, check the news agenda shortly before distribution.

Why Relevance Matters More Than the Exact Time

Journalists receive large numbers of press releases and pitches. Cision reported in 2025 that 72% of surveyed journalists regarded press releases as one of the most useful resources PR teams can provide, but relevance remains essential.

A well-timed email may still be ignored when:

• The story is unrelated to the journalist’s subject area
• The headline sounds like an advertisement
• The release contains no genuine news
• Important facts are missing
• The press release needs to be written perfectly
• Claims cannot be verified
• The geographical angle is irrelevant
• The email has large attachments
• There is no spokesperson
• The journalist cannot access the photographs
• The release arrives after the story has already been widely reported

Before worrying about whether to send at 9.17am or 9.43am, make sure the announcement is relevant, accurate and complete.

Press Release Timing Checklist

Before sending, confirm the following:

• The announcement is genuinely newsworthy.
• The release answers who, what, where, when, why and how.
• All names, dates and figures have been checked.
• Quotes have been approved.
• The headline states the news clearly.
• The target journalists cover the subject.
• The email is scheduled in each recipient’s local time.
• The send does not clash with a predictable major event.
• The company website is ready.
• Images and supporting documents are accessible.
• The embargo date includes a time zone.
• A spokesperson is available.
• The media contact will monitor email and telephone enquiries.
• Any regulatory requirements have been met.
• One follow-up has been prepared where appropriate.

A Simple Press Release Timing Formula

For most planned announcements, use this process:

1. Identify the publications and journalists most likely to cover the story.
2. Check their publishing frequency and deadlines.
3. Work backwards from the announcement or event date.
4. Offer complex stories under embargo where useful.
5. Schedule direct outreach for 9am to 11am in each recipient’s time zone.
6. Prefer Tuesday, Wednesday or Thursday.
7. Avoid predictable clashes with major news.
8. Make the public announcement when the information becomes official.
9. Remain available for immediate questions.
10. Review campaign results and refine future sending times.

Your own campaign data should eventually replace generic industry averages. Record:

• Day sent
• Time sent
• Time zone
• Subject line
• Open rate
• Reply rate
• Media enquiries
• Coverage secured
• Type of journalist
• Type of announcement

After several campaigns, you may discover that your target journalists behave differently from the general benchmarks.

Frequently Asked Questions

What is the best time to send a press release?

The best general time is between 9am and 11am in the journalist’s local time zone. Research from some press outreach platforms has also found strong results between 10am and 2pm.

What is the best day to send a press release?

Tuesday, Wednesday and Thursday are generally the strongest days. Thursday has produced the highest open rate in one large analysis of press release emails, while Tuesday is a dependable choice for giving journalists time to develop a story.

Is Monday a bad day to send a press release?

Not necessarily. Monday can work when journalists are planning the week, but inboxes may be busy after the weekend. Late Monday morning is usually preferable to very early Monday morning.

Can I send a press release on Friday?

Yes, when the news is urgent or connected to the weekend. For ordinary company announcements, avoid Friday afternoon because journalists may already be completing their weekly work.

Should I send a press release at the weekend?

Routine business news should normally wait until a weekday. Weekend distribution is appropriate for breaking news and sectors such as sport, entertainment, politics, travel and live events.

Should I send a press release at exactly 9am?

You can, but many automated emails are sent at exact hourly or half-hour intervals. Scheduling the email for a time such as 9.17am or 9.43am may reduce direct inbox competition.

How far in advance should I send an event press release?

Send the main event announcement approximately two to four weeks beforehand. Contact monthly publications and major media organisations earlier, then send a short reminder several days before the event.

How far in advance should I send a product launch press release?

Approach priority journalists several days or weeks before launch where testing, interviews or detailed research are required. Issue the public press release when the product officially launches.

What time zone should I use?

Use the journalist’s local time zone. Divide an international media list into regional groups and schedule each distribution separately.

Should I wait for the ideal time before issuing breaking news?

No. Breaking news should be released as soon as the facts are verified and the organisation is prepared to respond. News value and public interest outweigh generic timing recommendations.

When should I follow up after sending a press release?

For non-urgent news, wait one or two working days and follow up once. Include a useful new detail, image, quote or angle rather than simply asking whether the journalist received the email.

Final Answer: When Should You Send a Press Release?

For most planned announcements, the best time to send a press release is Tuesday, Wednesday or Thursday between 9am and 11am in the journalist’s local time zone.

Thursday between 10am and 2pm has performed particularly well in some press outreach data, but it is not a universal rule. The correct timing depends on the announcement, the target publication and its editorial deadlines.

Use these principles:

• Send planned business news midweek and in the morning.
• Send breaking news immediately after verification.
• Pitch complex stories in advance under an agreed embargo.
• Schedule international campaigns by recipient time zone.
• Avoid Friday afternoon, weekends and major news clashes.
• Follow up once.
• Prioritise relevance, accuracy and news value over the exact sending minute.

A relevant press release sent to the right journalist at a sensible time will always have a better chance than a generic announcement distributed according to a rigid timetable.