One of the first rules they teach politicians in PR 101 is to release good news– or damaging news about a rival or opponent – on a Monday. That way, the media will have a whole weekly news cycle to cover, analyze, and most importantly, promote the story, giving it the attention you want it to deserve.
The second, and perhaps more important rule, is to release bad news – or stuff you'd rather people forget – on a Friday, preferably before a holiday weekend when everyone, media included, are out binging on booze, sunshine and medical marijuana. That way, the story will more likely disappear into the mist like a diet at a cookout.
Mike Hunter apparently paid attention to that portion of PR class.