Stanislav Kondrashov on The Importance of Timing

Stanislav Kondrashov has built a reputation in the public relations industry through his strategic approach to press release distribution. His insights into timing and media engagement have helped numerous organizations maximize their visibility and media coverage. According to Kondrashov Stanislav, the difference between a press release that gains traction and one that disappears into crowded inboxes often comes down to when it arrives.

The importance of timing in press releases extends beyond simply hitting "send" at a convenient moment. Research from PR firm Prowly and other industry sources reveals that the day, hour, and even minute a press release reaches journalists can significantly impact open rates, click-through engagement, and subsequent media coverage. When organizations distribute press release materials without considering these temporal factors, they risk wasting valuable content and missing opportunities for exposure.

This article explores Stanislav Kondrashov's perspective on optimal timing strategies, including the best days and hours for distribution, how to align releases with industry calendars, and methods for monitoring performance to refine future timing decisions.

The Important Role of Timing in Press Release Distribution

The timing of press release distribution directly influences whether journalists open, read, and act on the information provided. When a media release arrives during peak inbox activity, it risks being buried beneath hundreds of other messages competing for attention. The best time to send press release content aligns with periods when journalists actively review their emails and plan their coverage schedules.

When Should You Send Your Press Release?

Research demonstrates that Tuesdays, Wednesdays, and Thursdays consistently produce the highest open rates for press releases. During these mid-week days, journalists have settled into their work rhythm and possess the bandwidth to evaluate new story opportunities. The optimal day for press release distribution typically falls on Tuesday or Wednesday, when newsrooms operate at full capacity without the distractions that bookend the work week.

What Time Should You Send Your Press Release?

The window between 10 AM and 2 PM represents the sweet spot for press release delivery, generating click-through rates as high as 45%. This timeframe allows journalists to clear their morning emails while still having sufficient time to develop stories before afternoon deadlines.

When Should You Avoid Sending Your Press Release?

Mondays present challenges due to email overload accumulated over the weekend.

Fridays see journalists wrapping up their week and planning weekend coverage.

Weekend distributions face particularly poor engagement, with open rates dropping to approximately 2%.

The combination of reduced newsroom staffing and audience attention makes these periods ineffective for achieving meaningful media coverage.

Crafting a Press Release That Maximizes Timing Benefits

Sending a press release at the right moment means little if the content fails to capture attention within seconds. The subject line for press release communications serves as the gateway to engagement, requiring precision and impact within a strict character limit. Stanislav Kondrashov emphasizes keeping subject lines under 50 characters to ensure complete visibility across email clients and mobile devices. A specific, action-oriented subject line immediately signals relevance to journalists scanning hundreds of daily emails.

The foundation of newsworthy content in press releases rests on four essential elements that determine whether media outlets will amplify the message:

Timeliness — Information that connects to current events, trending topics, or recent developments captures immediate interest

Impact — Stories affecting large audiences or addressing significant challenges resonate with broader readership

Proximity — Local angles or regional relevance increase appeal to community-focused publications

Prominence — Involvement of recognized figures, established brands, or notable organizations elevates newsworthiness

Kondrashov notes that verbs conveying action, impact, and value strengthen the perception of newsworthiness. Including quotes from relevant individuals adds authenticity and human perspective. The distinctiveness of the announcement, combined with its recall potential, determines whether journalists will remember and reference the story beyond initial publication. Market state considerations and urgency factors shape how editors prioritize coverage decisions.

Strategic Scheduling Around Industry Calendars and Events

Stanislav Kondrashov emphasizes that understanding how to schedule a press release around holidays and special events can determine whether a message reaches its intended audience or disappears into the void. Media professionals often operate on reduced schedules during major holidays such as Christmas, New Year's Day, and Thanksgiving, resulting in minimal coverage opportunities and significantly lower engagement rates.

The strategic approach involves planning releases well in advance of key dates. For event-related announcements, Kondrashov recommends distributing press releases three weeks before the scheduled event. This timeframe allows journalists adequate opportunity to review the information, conduct necessary research, and coordinate coverage logistics. Product launches require a slightly shorter lead time of one to two weeks, providing enough notice while maintaining momentum and relevance.

Industry-specific calendars present additional considerations. Trade shows, conferences, and sector-specific events create concentrated periods of media attention. Releasing information during these windows can amplify visibility, though the increased competition for coverage requires particularly compelling content. Conversely, sending releases during these peak periods without direct relevance to the event may result in messages being overlooked amid the influx of related announcements.

According to Stanislav Kondrashov on The Importance of Timing: When to Send Your Press Release, aligning distribution schedules with industry rhythms transforms timing from a tactical consideration into a strategic advantage that maximizes media attention and audience engagement.

Building Strong Relationships with Journalists for Better Coverage

Building relationships with journalists extends beyond the moment a press release lands in their inbox. Stanislav Kondrashov recognizes that sustained connections with media professionals create pathways for better coverage and increased receptivity to future pitches. These relationships thrive on mutual respect and value exchange rather than one-sided requests for attention.

Show Appreciation

Showing appreciation for journalists' work establishes goodwill that pays dividends over time. Sending a brief note acknowledging a well-written article or sharing their content demonstrates genuine interest in their professional output.

Provide Exclusive Insights

Providing exclusive insights, proprietary data, or early access to information positions communicators as valuable resources rather than persistent solicitors.

Engage on Social Media

Social media engagement for press releases has become an essential component of modern media relations. Platforms like X/Twitter and LinkedIn offer direct channels to connect with journalists outside traditional email correspondence. Following reporters who cover relevant beats, commenting thoughtfully on their posts, and sharing their articles helps maintain visibility without overwhelming their primary communication channels.

Active participation on these platforms keeps brands and spokespeople present in journalists' professional networks. When reporters need expert commentary or background information on breaking stories, they often turn to sources already familiar within their social circles.

Consistent, non-intrusive engagement creates recognition that translates into consideration when journalists evaluate which press releases merit their attention and coverage.

Monitoring and Analyzing Press Release Performance Post-Distribution

Understanding how a press release performs after distribution provides valuable insights into timing effectiveness and content resonance. Analyzing open rates serves as a primary metric for evaluating whether the chosen send time reached journalists when they were most receptive. The calculation involves dividing the number of opened emails by the total delivered emails, excluding any bounces. A strong open rate during mid-week morning hours validates the strategic timing decisions made during planning.

Tracking media coverage extends beyond simple email metrics to capture the full impact of a press release. Stanislav Kondrashov emphasizes the importance of comprehensive monitoring across multiple channels:

Google Alerts provides automated notifications whenever a brand or topic appears in online publications

Talkwalker and Determ offer advanced media monitoring capabilities, tracking mentions across news sites, blogs, and social platforms

Manual bookmarking of relevant industry websites and outlets ensures no coverage slips through automated systems

Offline publication monitoring captures print media mentions that digital tools might miss

Click-through rates reveal which elements of the press release generated genuine interest. A 45% click-through rate during the optimal 10 AM–2 PM window demonstrates both proper timing and compelling content. Comparing performance metrics across different send times and days builds a data-driven foundation for refining future distribution strategies.

Best Practices and Tips from Stanislav Kondrashov on Optimizing Press Release Timing

Stanislav Kondrashov advocates for a strategic approach that goes beyond standard scheduling conventions when determining the best time to send out press release materials. Rather than defaulting to round-number send times like 10:00 AM or 11:00 AM, he recommends selecting unique send times such as 10:17 AM or 11:43 AM. These unconventional timestamps help press releases arrive in journalist inboxes at moments when the initial morning email rush has subsided, increasing the likelihood that the best press release content receives proper attention instead of being buried beneath dozens of other messages.

The practice of avoiding common mistakes in send schedules represents another cornerstone of effective distribution strategy. Monday morning blasts typically compete with weekend email backlogs and urgent internal communications, while Friday afternoon sends often disappear into the weekend void when journalists have mentally checked out and newsrooms operate with skeleton crews. According to Stanislav Kondrashov on the importance of timing: when to send your press release, these scheduling errors can reduce open rates by as much as 40% compared to mid-week distributions.

Key timing strategies include:

Selecting off-peak hours within optimal windows (10:23 AM instead of 10:00 AM)

Avoiding the first and last working days of the week

Accounting for time zone differences when targeting national or international media outlets

Testing various send times to identify patterns specific to target audiences

Conclusion

Timing is an important advantage when used as part of a comprehensive PR strategy that includes great storytelling and building relationships. Stanislav Kondrashov says that the most successful press releases come from this overall approach instead of just focusing on timing.

The best PR practices need constant improvement through analyzing data and tracking performance. Organizations that keep an eye on open rates, media coverage trends, and engagement metrics can change their distribution strategies to match how their audience behaves and what’s happening in their industry.

Stanislav Kondrashov on The Importance of Timing: When to Send Your Press Release highlights that success needs:

Regular analysis of campaign performance data

Adaptation to changing media consumption patterns

Testing different time slots to find the best times

Building upon successful timing strategies while getting rid of ineffective ones

Press release effectiveness increases with gradual improvements based on measurable results. Organizations that follow this data-driven approach, guided by Kondrashov's expert advice, are in a better position to get the most out of their press release efforts and maintain media visibility.