What's the Best Day and Time to Send a Press Release?

Ask ten PR people the best day to send a press release and you'll get eleven answers. But there are some patterns worth knowing — and a few days that are almost always a bad idea.

The general sweet spot

For most announcements, Tuesday to Thursday, mid-morning is a safe bet.

Monday inboxes are packed from the weekend.
Friday afternoons are when newsrooms wind down and attention drops.
Mid-week mornings catch reporters while they're planning the day's stories.

That's a starting point, not a law. A great story on a Monday still beats a weak one on a Tuesday.

Think in your audience's time zone

Calgary runs on Mountain Time. That matters:

Local Calgary media: aim for roughly 8 to 10 a.m. MT.
Toronto or national media: they're two hours ahead. A 9 a.m. MT send lands at 11 a.m. ET — still fine, but earlier is better if you're targeting national desks.
US or international media: check their local morning and send for that.

Avoid sending exactly on the hour. Wire services and inboxes get crowded at 9:00 sharp. 8:40 or 9:15 can help you stand out a little.

Days and times to avoid

Late Friday afternoon — unless you're hoping nobody notices (which is a different strategy entirely)
Statutory holidays and long weekends — think Family Day, Canada Day, Heritage Day, Thanksgiving
Big local news days — election nights, major weather events, a city council blow-up
Stampede week — unless your news is Stampede news, it will drown in July

When to break the rules

Breaking news goes out when it's ready. Don't wait for Tuesday.

Weekend events might need a Thursday or Friday morning nudge so weekend reporters have it.

Embargoed news can go out days earlier with a clear embargo time, so reporters can prepare. We explain lead times in How Far in Advance Should I Send a Press Release?

Slow news days can actually help. Weekend and holiday desks are sometimes hungry for stories. A soft, human-interest piece can do well on a quiet day.

Day and time matter less than you think

Here's the honest truth: timing gives you an edge, but it won't rescue a weak story or a mismatched pitch. The bigger factors are:

Is it newsworthy?
Did it go to the right reporter?
Is the headline clear?

We cover those in What Makes a Press Release Actually Get Picked Up by Media? and How to Find and Pitch Journalists for Your Press Release.

Test and learn

If you send releases regularly, track what happens:

Which days got replies?
Which times got opens (if you use email tracking)?
Which outlets responded faster?

Over a few months, you'll see what works for your audience. That data belongs in your results tracking — see How to Measure the Success of Your Press Release.

Quick cheat sheet

Situation	Best timing
Standard local news	Tue–Thu, 8–10 a.m. MT
National media	Tue–Thu, early morning MT
Weekend event	Thu/Fri morning + reminder
Breaking news	Immediately
Holiday-week news	Avoid, or go soft and human

Quick FAQ

Does the day matter for online-only outlets? Less than it used to, since online newsrooms publish all day. Mornings still tend to work best because that's when reporters are planning their stories and checking their inboxes.

Want the timing handled for you? Blastily plans launch windows that give your news room to breathe. Start your Blast at blastily.com.