If you are opening the doors to your new business on a Thursday, it's a good idea to spread word of it to the media by Wednesday.
Of course, by Wednesday, I mean the one that falls on the calendar at least four weeks before your Grand Opening. Such advance notice gives the media enough reaction time to pencil your enterprise into its coverage plans.
And depending on the specifics and scope of your business, allowing for even more breathing room (such as two months or more) could provide opportunity for multiple pieces of coverage that build your target market's anticipation of your product or service to a crescendo.
A recent case in point: outreach that I began last week on behalf of Tom & Eddie's, a new better-burger restaurant opening in August at The Shops on Butterfield at Yorktown Mall in Lombard.