When it comes to sending out a press release, the early bird does not get the worm.

Many public relations and communications professionals operate under the impression that their press release should be sent out as soon as the clock hits 9 a.m. I suggest waiting — and this is why.

Journalists are inundated with hundreds of press releases every single day. It’s easy to gloss over the mass, generic emails in their inbox when sorting through first thing in the morning. It usually takes a typical journo 30 – 45 minutes to check initial morning emails. So, why not send your press release at 10:30 a.m.?

Not only does this allow for you to procrastinate (if that’s what you want to call it) it also allows you one more hour to re-read and possibly re-edit your press release.

Likewise, if your company or client has breaking news during the day and you need to send out your press release right away, I agree it needs to be sent out before close of business. Before you hit “send,” however, consider the highs and lows of a typical work day. Noon to 1:30 p.m. is lunchtime, so avoid the afternoon rush of press releases during this time. Furthermore, many business professionals and journalists are wrapping up their day or fitting in final rewrites of articles starting at 4 p.m. So, the best times to send a press release in the afternoon is between 2:30 – 3:30 p.m.

As always, follow-up with a phone call within a few days.