| Now that we're at the end of the year,
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| | resolutions, getting organized and of
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| it's a great time to plan your publicity
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| | course - the looming tax season. This is
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| for 2008.
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| | a very "anything goes" time of year, so
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| With all the talk about the immediacy of
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| | if you weren't able to sell fluff pieces
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| a story, and the unbelievable speed that
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| | during the holidays, you might want to
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| news pieces make it onto TV and radio, we
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| | try and repitch them now.
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| often forget that for most media, lead
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| | April - June
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| times are crucial. Lead times can vary
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| | With major companies releasing their
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| from a day to six months depending on the
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| | first quarter earnings (and hogging all
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| media you're pitching. Generally women's
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| | the news space) this could be a tough
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| magazines have the longest lead times,
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| | time to get in. As April 15th looms out
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| sometimes as much as four to six months.
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| | there you'll see a lot of stories
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| If you want to find out what magazine
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| | addressing taxes, saving on taxes, and
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| lead times are, call their advertising
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| | everything financial, but once that date
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| department and get a copy of their media
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| | comes and goes the media will start
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| kit. This will not only tell you when
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| | looking ahead to summer stories and
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| advertising deadlines are (signaling your
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| | "spring fever" pieces.
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| submission cut-off) but it will also show
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| | July - September
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| you what stories to pitch when. Generally
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| | With summer in full swing we'll see a lot
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| magazines will try and coordinate
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| | of lighter business stories, celebrity
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| advertising to coincide with their
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| | stories, trend pieces, and back to
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| themes, so if you have a story about the
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| | school. This is a fantastic time to pitch
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| benefits of yoga, you might want to dig
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| | since many pr firms and media folk are on
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| through the advertising calendar and see
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| | vacation. They still need stories but
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| if they're planning to address it in a
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| | have less people pitching and less folks
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| future issue.
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| | to field those pitches so if you can get
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| Once you define your publicity targets
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| | your story in and it needs very little
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| and get an idea of what to pitch when,
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| | work you could be a shoe-in to get some
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| you'll want to open up a calendar and
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| | coverage.
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| start circling dates that will matter to
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| | October - December
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| your story. Get creative with this! Often
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| | Many pr people think that this is the
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| dates are overlooked because they may
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| | heaviest time of the year, but I tend to
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| seem too small (like peanut butter and
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| | disagree. I think that the media is
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| jelly day) but everyone's competing for
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| | hungry for anything related to the
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| the biggies: Valentine's Day, Christmas,
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| | holidays, end of year perspective,
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| etc. so why not add some off-beat
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| | getting your life in order, New Year's
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| holidays to your pitching calendar and
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| | resolutions (yet again) as well as the
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| see what happens? If you're looking for
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| | next year's prediction stories, etc.
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| every holiday under the sun (including
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| | You'll also see a lot of best and worst
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| international ones) try downloading the
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| | of for the prior year. Relationship
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| Calgoo calendar - this is a free program
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| | experts - now is your time to shine! With
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| used to sync Outlook with your Google
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| | all the family gatherings there's a big
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| calendar - but an additional benefit of
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| | call for getting along, making family
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| it is that it comes loaded with every
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| | relationships better/stronger as well as
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| imaginable holiday. A great tool to start
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| | navigating the busy holiday season and
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| your planning session!
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| | still keeping your sanity.
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| Once you define holidays/seasons/events
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| | Keep in mind that while we've only
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| you want to pitch your story to, you'll
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| | addressed media, these rules apply to
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| also want to be cognizant of the
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| | online media as well as events you might
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| appropriate seasons and what the media is
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| | do. It's much easier to get someone
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| looking for. Here's a brief outline of
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| | interested in something they're already
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| all four seasons as well as suggested
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| | interested in, and by coordinating your
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| targets/pitches. Keep in mind that
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| | efforts, you'll have a much stronger and
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| breaking news stories and global events
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| | focused campaign. Planning your media for
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| may slant these times considerably, but
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| | the upcoming year is one of the best
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| barring that, the seasonal angles tend to
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| | things you can do before the clock
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| remain fairly consistent.
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| | strikes midnight on December 31st. It'll
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| January - March
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| | not only keep your campaign fresh but
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| The first season of the year is pretty
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| | also tightly focused. With a plan in
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| quiet. The holidays are over and much of
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| | place, you'll be ready to hit the ground
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| the media is looking ahead and looking to
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| | running after January 1!
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| summer with getting fit and weight loss
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| | Wishing you a super-successful New Year!
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| stories, as well as New Year's
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