So, you've written the press release - now, what are you supposed to do with it? Or most importantly, when should you send it out to the media? Getting your press release in the right hands at the right time has everything to do with how successful you are at getting press coverage. The trick is to strike a balance between sending it out too early and sending it out too late - you don't want to wait so long that you miss deadlines, but you don't want to send it so early that everyone has forgotten about your big show or your new release when the big day comes around. It's an art, not a science, but fortunately, there are a few tricks of the trade
you can use to make sure you press release hits the wires at just the right time for maximum exposure.