I recently attended a seminar where the presenters said reaching out to the media should begin only three weeks out from the event.
I disagree. Maybe I'm too old school but I start months out reaching out to the media and establishing contacts. I keep notes of every conversation and create a bond with the media. By the time you begin sending releases, you've cultivated a warm relationship with the media and land a better chance of them running your releases, booking you on your show or covering your event.
It's about creating connections that lead to media hits.