The Four Seasons of Publicity - Building an All-Year Publicity
If you're like most publicity seekers, you probably think one
For hard-core publicity insiders, though, there's a rhythm to
Essentially, a yearlong approach consists of two strategies:
- Timing your existing stories (new product introductions,
- Crafting new stories to take advantage of events, holidays
Before we run through the four seasons of publicity, a few words
The phrase lead time simply refers to the amount of time needed
The longest leads are the domain of "women's books" like Good
Here's a tip to help you discover the lead time of a particular
Factor the lead time into your planning as you look over the
The Four Seasons of Publicity:
First Quarter: January - March
What the Media's Covering: Early in the year, the media is
The media also likes this time of year to run "get your personal
Key Dates and Events: Can you come up with a story angle to tie
Second Quarter: April - June
What the Media's Covering: An "anything goes" time of year.
Key Dates and Events: Baseball opening day, tax day (April 15),
Third Quarter: July - September
What the Media's Covering: The dog days of summer are when smart
Key Dates and Events: July 4th, summer movies, summer travel,
Fourth Quarter: October - December
What the Media's Covering: The busiest time of the media
Nail down lead times for the publications you're targeting, call
Key Dates and Events: Labor Day, World Series, Thanksgiving,
Bill Stoller, the "Publicity Insider", has spent two decades as
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"Cindy, where's that story? I need it yesterday!"
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You may remember Forrest Gump's Vietnam pal ? the one who grew up shrimp farming and was fond of listing the dishes he used to make. "Pepper shrimp," he started, gearing up for his lengthy monotone monologue. "Shrimp soup. Shrimp stew. Shrimp salad. Shrimp and potatoes. Shrimp burger."
Much Ado About A Lot!
I say public relations can be a matter of survival for your organization.
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Ignore PR at Your Peril!
If you do, it means:
Making the News - Tips from A News Journalist
What makes a good media release and how do you engage the media with your story idea? How do you pitch stories to the media, especially hard-nosed news hounds who can sniff out a 'puff piece' a mile away?
Do You See PRs Real Value?
As a business, non-profit or association manager, do you see the value in doing something positive about the behaviors of those important external audiences of yours that most affect your operation?
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