The best time to send a press release [2025 update]

Still here? Ok, let's go a little deeper into the age-old question: when’s the ideal time to hit send on your press release?

The truth is, timing can make or break your outreach.

And while there’s no one-size-fits-all answer, some patterns have emerged. In this updated guide for 2025, we’ll dig into the latest data to help you get your news seen – and acted on – by the right people at the right time.

Contact management, press release builder, PR pitching AND media monitoring? Oh my!

Timing can make or break your press release. Journalists are drowning in pitches, so knowing when to send your press release matters.

Average open rates across the board show that sending your press release on Thursday late morning releases to early afternoon gives you the best chance to get your story picked up.

But averages only get you so far – your target audience, industry, and story all factor in.

Nail the timing, and you’re more likely to cut through the noise and get noticed. Miss it, and even the best pitch might end up in the trash.

Thursday.

Of course, you aren't the only person reading this and every other guide on PR timing, so before long everyone and their PR manager uncle will be sending on a Thursday and ruining PR outreach for everyone.

The internet is full of answers about when to send an effective press release. Data helps, but let’s be honest – does it matter if you’ve nailed the perfect second but sent it to people who don’t care?

Instead of obsessing over timing, focus on sending the right information to the right people. Sure, Friday at 4 pm might not be ideal, but your email will still be there Monday. With global audiences, the "perfect time" depends on your timezone – and your message.

The best time to send a press release depends on your key audience and their habits. Data suggests mid-morning hours to early afternoon – 10 am to 2 pm – is ideal, as it aligns with when inboxes are freshest.

But don’t overthink it. The timing sweet spot is only useful if your release is relevant and targeted. Ideal timing won’t save an irrelevant pitch. Focus on crafting a compelling story and sending it to the right people.

Timing matters, but content matters more.

Cision say that Tuesday is the best day to get the attention of journalists through their distribution service, but also… all of the other days. This again reiterates the fact that quality is of a higher priority than timing.

If you're relying on wire press release distribution services as a major part of an effective press release strategy, you may want to factor in the press release pitch timing more than if you're distributing your press release to the media directly.

Wire distribution services handle a high volume of news releases, which means yours can easily get buried.

Seasonal timing can play a big role in the success of your press release.

For example, if you're in retail, sending press releases ahead of major shopping seasons like Black Friday or the holiday rush can help ensure your news is noticed.

Similarly, tech companies should aim to align their releases with key industry events, like CES. Timing your news release to coincide with these moments can maximize impact.

Just remember, too much holiday content in the media can lead to your release getting lost in the shuffle, so be strategic with your timing.

Let's put it this way: a good relationship with a journalist means that they will open your pitch, even if you sent it at 4 am on (God forbid) a Wednesday. If they know you to be a reliable source of credible, engaging, relevant information, they will prioritize your story regardless of when you send it.

Backlinko even did a study on this topic that found the difference between when email campaigns were sent and whether or not they were opened was very arbitrary time. That same study found that:

• When you send a pitch matters, but only a tiny bit
• Subject lines are important
• Personalized PR pitches are the most successful

It's not like journalists are only sitting at their inbox for certain hours of the day and only responding to emails that happen to catch them at the exact right moment.

I'll let you in on a little secret: emails typically sit there until somebody reads them or deletes them. Very few emails spontaneously combust.

Timing matters in PR, but relevance matters more.

Journalists need fresh, timely news to pitch to their editors. A story about a business that opened seven months ago? Too stale. News about something happening months from now? Too premature.

Strike the right balance: be early enough to stay ahead of the curve but not so early that you risk overpromising.

Remember, journalists often don’t control when a story runs – editors and content schedules call the shots. Your role is to deliver timely, accurate information, and hope it aligns with their needs.

Strong journalist relationships make all the difference. Take the time to ask them:

• How far in advance do you prefer press releases?
• Is there a day or time that works best for pitches?
• Are there specific assets you love or hate in a pitch?

Here’s the truth: an effective press release at the wrong time will still be appreciated more than a bad one at the perfect moment. Nail the quality first; the timing will fall into place.

Timing your press release is part science, part art. While data can guide you, it’s not a guarantee of success. What truly matters is the relevance, clarity, and quality of your story.

The right timing helps, but the right message, sent to the right people, is what lands headlines.

Ultimately, PR isn’t just about press releases. It’s about building relationships, understanding your target audience, and delivering value. Keep those principles in mind, and you’ll find that timing your press release becomes less about perfection and more about purpose.

Ready to refine your PR strategy? Try Prezly and see how smarter tools can help you focus on what truly matters: telling stories that connect.