I would suspect it would be over the weekend, so it would gain traction on Monday when the media is scouring for things to talk about for the coming week. I could be wrong though and seek advice from those who have released PR campaigns with success. Thanks!
I'd say Monday. Just my pure opinion . Timing is very important too. You don't want to publish your press release too early or too late.
"Launch PR"? How do you mean? Your PR is updated almost randomly, there's no way you have control over that.
Mondays are often the busiest day of the week for news releases, so you'll have the most competition. Weekends aren't good, because most members of the media aren't available, and most people aren't checking the newswires for news (and you'd be well off the first page by the time Monday rolls around). Thursdays are known as basically a "fluff" news day. Only submit for posting on a Thursday if you don't think your news is really newsworthy enough to compete with other stories. The reason is because Thursdays are traditionally a deadline day for journalists, meaning they've already got access to many of the stories they'll be using, and are only looking for "filler" pieces. Of course there are exceptions to every rule. The best bet for press release distribution is always manual submissions with followups, where you send you release directly to the appropriate journalist or editor at each media outlet you want to target. In that case, you should always ask about their editorial calendars and lead times, because different types of media outlets, and different specific publications, will often have their own rules. Jenn