It's That Time of Season
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.
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