You’ve got the angle. You’ve written the quotes. Your media release is polished and ready to go. But before you hit send, there’s one more factor that can make or break your chance of coverage, and that’s timing.
In the world of PR, timing is critical. Even the most newsworthy story can fall flat if it lands at the wrong moment.
So how do you know when it’s the right time? Let’s take a look.
Newsrooms Move Fast and Change Even Faster
One thing to understand about working with the media is that news never sits still. Journalists often begin their day with a solid rundown of what’s going into the bulletin, paper, or program, and just as often, that plan gets flipped on its head.
Some days, newsrooms are scrambling for stories to fill space. On others, they’re inundated with breaking news that bumps everything else. That unpredictability means your story might be perfect… just not today.
The good news? When you know how the media cycle works, you can increase your chances of landing coverage.
Be Mindful of Busy News Periods
Certain times of the year are packed with major stories. Think federal or state budgets, election campaigns, natural disasters, royal visits, and global sporting events.
When these events hit, most other stories, even brilliant ones, simply don’t have room to breathe. Unless your release ties directly into those events, it may be best to hold off and wait until the cycle clears.
Pro tip: Check national calendars and industry events before you pitch. If something big is coming, aim to either align your angle or wait until the media is looking for fresh ideas again.
Don’t Rely on the Quiet Times Either
It’s easy to assume that quieter periods like weekends or the Christmas/New Year stretch are perfect for pitching. After all, there’s less noise, right?
Yes… But there are also fewer journalists, smaller editions, and tighter resources. Unless your story is seasonal, highly visual, or fills a specific need in the editorial calendar, it may be passed over.
If you are pitching during a quiet period, make sure it’s timely and relevant. Think summer safety tips, festive health ideas, or a look-ahead into the new year.
Know the Lead Times
Different outlets work on different timelines. Some magazines and online publications work up to three months in advance. Weekly podcasts and long-form editorial features might plan 4–6 weeks out. Meanwhile, daily newspapers, TV, and radio work closer to real time, with stories often locked in by early afternoon.
If your release relates to a key date, awareness campaign or seasonal event, plan ahead. As a general rule, 10–14 days’ lead time gives journalists the breathing room to organise coverage.
Move Fast with Timely Reactions
When something happens that affects your industry, the time to speak is immediately. Ideally, before 10 am that same day. By the next morning, the window may have already closed.
That’s why it pays to have a media release template on hand, your expert quote ready, and key contacts lined up. When you’re prepared, you can act fast and position yourself as the go-to voice.
Key Timing Tips to Help Your Release Get Noticed
- Avoid big news days unless your angle connects to the main story
- Be strategic about pitching during quiet periods
- Know how far in advance each outlet works
- Always allow time for interviews and content preparation
- Act quickly when your industry is in the headlines
- Make it as easy as possible for journalists to run your story
Want Help Planning and Pitching Your PR?
When it comes to PR, timing and planning go hand-in-hand. If you’d like practical tools, support and guidance, these resources are here to help:
How to Write a Media Release Course
This self-paced course is available exclusively to members of The Ideas, Impact & Marketing Circle. It’s designed to help you write and format your media releases like a pro. Plus, you’ll gain access to a library of tools, templates, and training to grow your visibility.
A deck of prompts to help spark story ideas, sharpen your angles, and pitch with confidence.
Packed with practical, real-world tips to help you navigate PR, build media confidence, and get seen.
Includes the PR Cues Deck, PR Tips book, and handy templates so you can take consistent PR action.
Make Your Timing Count and Your Voice Heard
When you get the timing right, you don’t just send out a release, you create an opportunity to show up, speak up, and spark meaningful media attention.
Need help crafting a pitch or getting the timing right? You don’t have to go it alone. Let’s get visible together.
