May 29, 2013
Working in public relations, we’re perpetually engrossed in a media campaign or preparing for the next one. But while focused on the future, it’s critical we keep an eye on seasonal and trend opportunities to incorporate into our ongoing media outreach. Below are some tips for leveraging opportunities that come and go with the seasons:
- Go where the guides are – The seasonal pitching calendar is built around holiday shopping gift guides – a behemoth media topic that all but dominates the last two months of the year.
- Break through the holi-daze – Beyond the end-of-year gifting, every holiday provides an annual, unique opportunity to tell your story. What resolutions will be made in the new year? How will we show our love on Valentine’s Day? From the spooky to outrageous – what inspires our Halloween costumes?
- Change with the leaves – Once you’ve got the traditional holidays covered, consider how your products may fit with other major stories throughout the year. For example, spring equals cleaning while summer is all about free time and vacations. In fall, students return to the classroom or campus, making it the perfect time to talk back-to-school essentials.
- Timing is everything. We recommend hitting long-lead media four to six months before your targeted season, and begin outreach to short-lead media with six weeks to spare. Social media can be handled just days in advance as consumer’s shift their mindsets.