Clearing your desk before holidays kills stories.
I see this every summer. Business owners frantically sending press releases on Friday afternoon, then disappearing to the Costa del Sol for two weeks.
Here’s what actually happens next.
Monday morning arrives. A journalist reads your press release over coffee. They’re interested. The story has legs.
They pick up the phone to ask three follow-up questions that could turn your announcement into proper coverage.
Your phone goes straight to voicemail. “Hi, you’ve reached Sarah. I’m currently on holiday until…”
The story dies right there.
As a former business journalist, I can tell you exactly what happens in that moment. The journalist moves on to the next story in their inbox. They don’t bookmark your release for later. They don’t wait two weeks for your return.
Your timing just killed your own story.
Press releases work when they start conversations, not when they end them. The best coverage comes from journalists who want to dig deeper, ask questions, get quotes, understand the implications.
You’ve just made that impossible.
The productivity trap that ruins PR
I get why business owners do this. Sending press releases feels productive. It clears the marketing to-do list before holiday guilt kicks in.
But PR works differently than other marketing tasks. You can schedule social media posts. You can set email campaigns to run automatically.
Press releases need you present and available.
Think about it from the journalist’s perspective. They’re working to tight deadlines. They need information quickly. When they can’t reach you, they have two choices: wait or move on.
They always move on.
The media doesn’t operate on your holiday schedule. News cycles don’t pause for your two weeks in Tuscany.
Better timing gets better results
Send your press releases when you’re available to follow up. When you can answer questions. When you can provide additional information, arrange interviews, or clarify details.
That’s when press releases actually work.
The week before holiday? Focus on planning your return. Draft your releases. Research your media contacts. Do the groundwork.
Send them when you’re back, refreshed, and ready to engage.
Your stories deserve better timing.
The difference between a press release that gets coverage and one that gets ignored often comes down to availability. Journalists need partners, not just press releases.
Be present when you pitch. Your stories will thank you for it.