What does it take to land your story in the news? A compelling pitch, certainly. But there’s one detail people often overlook: timing.
Recently, during a media training session with a client, they asked me a simple question:
It was a Friday afternoon, and I immediately said:
Timing is everything when it comes to pitching journalists. Reporters, TV producers, assignment editors, newspaper editors, anchors and all journalists receive hundreds of pitches a week – if not a day.
If your email arrives at the wrong moment, even the best story idea might get buried in a crowded inbox. But when you hit their inbox at the right time? That’s when the magic happens.
The Secret to Perfect Pitch Timing
Journalists’ days are structured around meetings that dictate what stories they’ll cover and how their resources will be allocated. By understanding their schedule, you can strategically time your email to grab their attention RIGHT BEFORE they walk into their planning meeting. I’ve run these meetings for years – and I know this kind of timing works.
Here are the two golden windows for emailing journalists:
- Before the Morning Meeting
Newsrooms typically hold their first editorial meeting at 9:00 AM, where reporters discuss pitches and plan the day’s coverage. To get your story on their radar, email them between 7 AM and 8:30 AM. This timing ensures your pitch is fresh and top of mind when decisions are being made. Think of it as your chance to plant a seed in the perfect soil. - Before the Afternoon Meeting
Newsrooms regroup in the early afternoon to plan for the afternoon/evening shift and finalize coverage for the day. That meeting starts usually around 1:00 or 1:30 PM. Sending your email between 11:30 and 12:30 PM gives it a prime spot in their inbox just as they plan their afternoon assignments.
When to Avoid Sending Your Pitch
If you’ve ever sent a pitch on a Friday afternoon and wondered why you didn’t hear back, here’s the likely reason: it got lost.
The best public relations people know that if there’s bad news at your company – release it Friday afternoon. It won’t get as much attention as it would on a Monday, Tuesday, Wednesday or Thursday afternoon. I’ve done this while consulting companies. It works.
By Monday morning, your email is buried under hundreds of weekend messages. Unless your story is breaking news, avoid pitching on Fridays or Saturdays. If it’s urgent, skip email altogether and opt for a text or a direct message on social media instead.
Why Timing Matters More Than You Think
This dynamic isn’t just about logistics—it’s about respect and strategy.
When you email journalists during their busiest or least productive times, your pitch feels like noise. But when you align with their natural workflow, your message stands out.
Think of it this way: the right pitch at the wrong time is a missed opportunity.
So, ask yourself:
- Are you timing your emails to align with journalists’ decision-making windows?
- Are you avoiding the email black hole of Friday afternoons and weekends?
- Are you targeting the email black hole of Friday afternoon because you’re trying to BURY a bad news story?
By respecting their schedule, you increase the likelihood that your pitch will not only be read but also acted upon.
How to Land Your Story
Pitching journalists isn’t just about crafting the perfect email—it’s about strategy, timing, and understanding their world. When you combine those elements, your chances of getting coverage skyrocket.
At Janicek Performance Group, we bring you the insider secrets and tips I’ve gained from 25 years in TV to help you communicate with impact and position your brand for maximum visibility in the media. Whether it’s preparing your team for media interviews, keynotes, panels, board meetings, or other high-stakes moments, we equip you with the tools and strategies to shine. We’re the community YOU need to achieve your next big goals with confidence and clarity.
