Reporters, editors, producers, hosts and bloggers follow a rhythm determined by deadlines, competitors, showtimes and breaking news beyond their control.Integrate that rhythm seamlessly with perfectly-timed guests and sources, and you’ll ensure incredible press coverage for your client or organization. If that sounds easy, it’s not.

Opportunities abound, however, to gauge that rhythm and work within it to ensure absolute benefits:

1. Know when to hit “send” on a pitch.

Media researchers annually study the “ when” part of pitching. Anecdotal evidence supports their findings.

The media professionals with whom I spoke largely identified 7-10 a.m. Eastern time weekdays as the time when journalists are most receptive to pitches. Fridays are out, unless someone is writing or producing a weekend story. After 5 p.m. Eastern time on any given day is a nonstarter. Sending emails or calling on weekends is ridiculous unless you have the perfect contact for a breaking story.

“When I’m back at my desk around 9:30, I start reading in and review pitches for the next day,” a veteran producer for a cable network morning show tells me. “Others who run a show at different times may read in at other times, but hitting inboxes in the morning by 10 a.m. is usually a safe bet.”

“When I was a journalist, the best time to reach out to me was mid-morning,” adds Jeremy Gonsior, a former Holland Sentinel reporter who now runs a content marketing agency in Holland, Michigan. “I was usually developing stories then and pitching them to my editors. As far as days of the week, Thursday was especially effective because I was preparing to write a few stories for the weekend and I needed some ideas.”

Shelley Irwin, host of “ The Morning Show” on WGVU in Grand Rapids, Mich., says that she prefers to hear pitches by 9 a.m. Eastern time, “when I am sharpest.” She especially favors those sent by email as far out as two weeks or longer.

2. Do your homework to personalize the pitch.

Irwin also emphasizes that the author of the pitch should personalize the message to attract her interest.

Personalization is important to the “how” part of public relations. It’s where experience and understanding become invaluable. It involves meaningful connections and builds trust at a professional and personal level.

Seth Leibsohn—co-host of “ The Seth & Chris Show” on KKNT 960AM in Phoenix and a former producer of “ Bill Bennett’s Morning in America”—describes the difficulties radio hosts encounter when considering new guests.

Reporters, editors, producers, hosts and bloggers follow a rhythm determined by deadlines, competitors, showtimes and breaking news beyond their control.Integrate that rhythm seamlessly with perfectly-timed guests and sources, and you’ll ensure incredible press coverage for your client or organization. If that sounds easy, it’s not.

Opportunities abound, however, to gauge that rhythm and work within it to ensure absolute benefits:

1. Know when to hit “send” on a pitch.

Media researchers annually study the “ when” part of pitching. Anecdotal evidence supports their findings.

The media professionals with whom I spoke largely identified 7-10 a.m. Eastern time weekdays as the time when journalists are most receptive to pitches. Fridays are out, unless someone is writing or producing a weekend story. After 5 p.m. Eastern time on any given day is a nonstarter. Sending emails or calling on weekends is ridiculous unless you have the perfect contact for a breaking story.

“When I’m back at my desk around 9:30, I start reading in and review pitches for the next day,” a veteran producer for a cable network morning show tells me. “Others who run a show at different times may read in at other times, but hitting inboxes in the morning by 10 a.m. is usually a safe bet.”

“When I was a journalist, the best time to reach out to me was mid-morning,” adds Jeremy Gonsior, a former Holland Sentinel reporter who now runs a content marketing agency in Holland, Michigan. “I was usually developing stories then and pitching them to my editors. As far as days of the week, Thursday was especially effective because I was preparing to write a few stories for the weekend and I needed some ideas.”

Shelley Irwin, host of “ The Morning Show” on WGVU in Grand Rapids, Mich., says that she prefers to hear pitches by 9 a.m. Eastern time, “when I am sharpest.” She especially favors those sent by email as far out as two weeks or longer.

2. Do your homework to personalize the pitch.

Irwin also emphasizes that the author of the pitch should personalize the message to attract her interest.

Personalization is important to the “how” part of public relations. It’s where experience and understanding become invaluable. It involves meaningful connections and builds trust at a professional and personal level.

Seth Leibsohn—co-host of “ The Seth & Chris Show” on KKNT 960AM in Phoenix and a former producer of “ Bill Bennett’s Morning in America”—describes the difficulties radio hosts encounter when considering new guests.