PR Timing Strategy
The same pitch can succeed or fail based entirely on when you send it. Here's how to time your PR efforts for maximum impact.
Best Days to Pitch
Tuesday - Thursday: The Sweet Spot
These midweek days consistently have the highest open and response rates.
- Tuesday: Journalists are past Monday catch-up, looking for stories
- Wednesday: Peak productivity, good response rates
- Thursday: Still strong, but afternoon response drops
Monday Challenges
- Inbox overload from the weekend
- Meetings and planning consume the morning
- Can work for late-afternoon pitches
Friday Considerations
- Lower response rates
- Journalists often wrap up the week
- Can work for Monday stories (give them the weekend to prepare)
Weekend
- Generally avoid for pitches
- Exception: Breaking news that can't wait
- Some journalists do check email; use sparingly
Best Times to Send Pitches
Morning Sweet Spot: 6-9 AM (Journalist's Timezone)
- Your email is at the top of their inbox
- Journalists often scan emails early
- Allows full day for response and interviews
Timezone Strategy
- Most tech journalists are in ET, PT, or UK timezones
- Aim for their local morning
- If unsure, 9 AM ET works broadly
Times to Avoid
- During lunch (12-2 PM)
- End of day (after 4 PM)
- Very early morning (before 6 AM)
Seasonal Considerations
January
New year trends, predictions, "state of" articles. Good for thought leadership.
Q1 (January - March)
Budget season, companies making decisions. B2B stories do well.
Summer (June - August)
Slower news period. Less competition, but also less coverage. Journalists take vacations.
Fall (September - October)
Back to business. Good time for announcements before year-end.
November - December
Year-end reviews, "best of" lists. Black Friday dominates late November. Holiday slowdown mid-December.
Dead Periods to Avoid
- Week of Thanksgiving (US)
- December 23 - January 2
- Major tech conference weeks (CES, WWDC, Google I/O)
News Cycle Awareness
When Breaking News Dominates
- Major political events
- Tech industry crises
- Natural disasters
- Major company failures or layoffs
When these happen, hold non-urgent announcements. Your news will get buried.
When to Accelerate
- Your news relates to a current story (newsjacking)
- Competitor just made news (you can provide contrast)
- Trend pieces are being written about your space
Newsjacking Timing
React to breaking news within hours, not days. Journalists write follow-up pieces quickly; you need to be available immediately.
Follow-Up Timing
First Follow-Up
- Timing: 3-5 business days after initial pitch
- Approach: Short, add new value or angle
Second Follow-Up
- Timing: 7-10 days after first follow-up
- Approach: Last touch, offer different angle
When to Stop
After two follow-ups with no response, move on. You can re-pitch for a different story later.
Re-Pitching Later
- Wait at least 4-6 weeks
- Have a genuinely different angle
- Don't reference the unanswered pitch
Building a PR Calendar
Annual PR Planning Template
Quarterly Goals
- Q1: [Major initiative, e.g., funding announcement]
- Q2: [Major initiative, e.g., product launch]
- Q3: [Major initiative, e.g., expansion]
- Q4: [Major initiative, e.g., year-end milestone]
Monthly Activities
- Week 1: HARO monitoring, relationship outreach
- Week 2: Thought leadership content
- Week 3: Campaign preparation
- Week 4: Pitching and follow-up
Key Dates to Track
- Industry conferences
- Competitor typical announcement times
- Publication editorial calendars
- Award nomination deadlines
- Holiday blackout periods
Planning Tips
- Start planning 3-6 months ahead for major announcements
- Build flexibility for opportunistic PR
- Review and adjust quarterly
- Track what timing worked best