I hear different ideas on timing. My dad has always been one to get it on early, and to large extent I think he's correct. By the time the crop is at the stage you're talking about, the number of kernels in the head is already set. It's just a matter of filling and making protein. So we typically put on our first shot (15-20 actual #) right after spraying. Then the second shot about 7-10 days later, and the third shot 7-10 days after that. Lately we've been trying delaying the second and third shot just a bit with the third shot when the heads have emerged. This we hope will build protein.
I would definitely try to hit it before flowering. Ideally you don't want to irrigate during flowering, but sometimes you have to.