How Far in Advance Should I Send a Press Release?
By Blastily Editorial Team, PR & Media Relations · 4 min read
Timing can make or break a press release. Send it too early and it gets forgotten. Send it too late and the reporter's schedule is already full.
The right lead time depends on two things: what kind of news it is and what kind of outlet you're pitching.
Rule of thumb by outlet type
Different media work on very different clocks:
- Online news and daily outlets (Calgary Herald online, LiveWire Calgary, CBC Calgary web): days to about two weeks ahead for planned stories. Same day for genuine breaking news.
- TV and radio (CTV, Global, CityNews, local radio): roughly one to two weeks for events you want filmed or covered live, then a reminder a day or two before.
- Monthly magazines (city, lifestyle and trade magazines): often two to four months ahead, sometimes more. Their issues are planned well in advance.
- Trade publications: varies widely — check their editorial calendar, which many publish online.
- Podcasts: weeks to months, since episodes are booked and recorded ahead.
When in doubt, check the outlet's submission page or ask.
Rule of thumb by news type
Events (grand openings, launches, fundraisers): - Initial pitch: 2–3 weeks before - Media advisory (who/what/when/where): 2–3 days before - Reminder: morning of or the day before
Product launches: - Pitch under embargo 1–2 weeks before launch so reporters can prepare, then release publicly on launch day. Our full product launch checklist is in What Should I Include in a Press Release About a Product Launch?
Business announcements (new hires, partnerships, funding, awards): - Usually released the day the news becomes official. For bigger news, offer a reporter an exclusive or early look a few days ahead.
Seasonal stories (Stampede, back-to-school, holiday giving, tax season): - Start pitching 4–6 weeks before for local daily media, and months ahead for magazines.
Why not send it super early?
Reporters work on what's in front of them this week. A release sent two months early for a local event will likely be buried by the time it matters. If you want early awareness, send a short "save the date" heads-up, then follow with the full release closer in.
What about embargoes?
An embargo lets you share news early on the condition it isn't published until a set date and time. It's useful for launches, data reports and funding news. Be clear in the subject line (EMBARGOED UNTIL Tuesday, 6 a.m. MT) and only send embargoed news to reporters you trust.
Don't forget day and time
Lead time is the "how far ahead." There's also the "which day and what hour." Spoiler: late Friday afternoons are rarely your friend. See What's the Best Day and Time to Send a Press Release?
Follow up — once
After your initial send, one polite follow-up a few days later is fine. More than that and you risk being filtered as noise. Our pitching guide covers how to follow up the right way: How to Find and Pitch Journalists for Your Press Release.
Plan your year, not just your release
The businesses that get regular coverage aren't scrambling at the last minute. They map their news across the year — launches, milestones, events, seasonal hooks — so every release goes out on time. We explain how many you actually need in How Many Press Releases Should My Business Send Per Year?
Quick timing cheat sheet
| News | Send |
|---|---|
| Breaking news | Same day |
| Event coverage | 2–3 weeks + reminder |
| Product launch | 1–2 weeks under embargo |
| Business announcement | Day it's official |
| Magazine feature | 2–4+ months |
Got news and not sure when to launch it? Blastily plans the timing, writes the release and handles the pitch. Start your Blast at blastily.com.
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