Now that you've written the perfect music press release, when should you actually share it with the music press? Timing your press release is an art, but it's worth trying to get it just right - send it too soon, and it will be forgotten by the time it's relevant. Send it too late, and it's, well, too late. You're right, there's a bit of a Goldilocks thing going on.
To make things a little more complicated, there is no "right" answer to this question - you've got to respond to the publication deadlines and practices of each outlet you're targeting to really get that press release in there bang on track. Consider this general advice about timing your press releases, and read on to learn more about music press campaigns: