Home
>
Public Relations
>
The Four Seasons of Publicity - Building an All-Year Publicity

The Four Seasons of Publicity - Building an All-Year Publicity

If you're like most publicity seekers, you probably think one
project at a time. You've got a new product coming out in April,
so you send out a release in March. You've hired a new executive,
you'll put out a release when she's on board, etc.

For hard-core publicity insiders, though, there's a rhythm to
generating coverage, based upon the natural ebb and flow of the
seasons. Such an approach can help you score publicity throughout
the year, and will help keep your eye on the ball from January
through December.

Essentially, a yearlong approach consists of two strategies:

- Timing your existing stories (new product introductions,
oddball promotions, business page features, etc.) to fit the
needs of the media during particular times of the year.

- Crafting new stories to take advantage of events, holidays
and seasonal activities.

Before we run through the four seasons of publicity, a few words
about lead time. In this age of immediacy (only a few seconds
separate a Matt Drudge or a CNN from writing a story and putting
it before millions), it's easy to forget that, for many print
publications and TV shows, it can be weeks -- and sometimes
months -- before a completed story sees the light of day.

The phrase lead time simply refers to the amount of time needed
for a journalist to complete a story for a particular issue of a
magazine or episode of a TV news program. For example, a
freelancer for an entertainment magazine may need to turn in a
story on Christmas movies by September 15. That's a lead time of
three months, time needed for the editor to review and change the
piece, the issue to be typeset and printed and distributors to
place the issues on newsstands before December. Lead time can
range from a day (for hard news pieces in newspapers) to a few
days (newspaper features) to a few weeks (weekly magazines) to
many months.

The longest leads are the domain of "women's books" like Good
Housekeeping and Better Homes & Gardens. These publications
often have a lead time of up to six months, which means they need
information for their Christmas issues as early as May!

Here's a tip to help you discover the lead time of a particular
publication you're targeting: call the advertising department of
the publication and request a media kit. Since advertisers need
to know when their ads must be submitted, each issue's lead time
is clearly stated in the media kit.

Factor the lead time into your planning as you look over the
following sections. If you have a great story idea for Rolling
Stone's summer issues, you need to be on the ball well before
Memorial Day.

The Four Seasons of Publicity:

First Quarter: January - March

What the Media's Covering: Early in the year, the media is
looking ahead. It's a great time to pitch trend stories,
marketplace predictions, previews of things to expect in the year
ahead, etc. If a new President is being inaugurated, you'll see
lots of "Will the new administration be good for the
(textile/film/cattle ranching/Internet/...or any other)
industry?" types of pieces. This is a good time to have
something provocative, or even controversial, to say about your
industry.

The media also likes this time of year to run "get your personal
house in order"sorts of pieces. Tax planning, home organizing,
weight loss, etc. Anything that's geared toward helping people
keep their New Year's resolutions can work here.

Key Dates and Events: Can you come up with a story angle to tie
your business into an event that typically generates lots of
coverage? Put on your thinking cap -- I bet you can! Here are
some key events during the First Quarter: Super Bowl, NCAA
Tournament, Easter, The Academy Awards.

Second Quarter: April - June

What the Media's Covering: An "anything goes" time of year.
With no major holidays or huge events, April is a good time to
try some of your general stories (business features, new product
stuff, etc.) Light, fun stories work here, as a sense of "spring
fever" takes hold of newsrooms (journalists are human, you know.
They're just as happy winter is over as you are and it's often
reflected in the kind of stories they choose to run.). As May
rolls around, thoughts turn to summer. Now they're looking for
summer vacation pieces, outdoor toys and gadgets, stories about
safety (whether automotive or recreational), leisure activities,
things to do for kids and so on.

Key Dates and Events: Baseball opening day, tax day (April 15),
spring gardening season, Memorial Day, end of school, summer
vacation.

Third Quarter: July - September

What the Media's Covering: The dog days of summer are when smart
publicity seekers really make hay. Folks at PR firms are on
vacation, marketing budgets are being conserved for the holidays
and reporters are suddenly accessible and open to all sorts of
things. Get to work here, with creative, fun angles.
Entertainment-themed pieces do well in the summer, anything with
celebrities works, lighter business stories, new products, trend
pieces, technology news, back to school education-themed
articles, you name it. Reporters are about to get deluged once
again come September, so use this window of opportunity wisely.

Key Dates and Events: July 4th, summer movies, summer travel,
back to school.

Fourth Quarter: October - December

What the Media's Covering: The busiest time of the media
calendar, the Fourth Quarter is when the business media turns
serious and the lifestyle media thinks Holidays, Holidays,
Holidays. Business angles need to be hard news. Fluffy trend
pieces won't cut it, as business editors begin to take stock of
the state of the economy and the market. It's a tough time to
put out a new product release. For the non-business media, think
Christmas. Christmas travel, Christmas gifts, Christmas cooking,
whatever. If you have a product or service that can be given as
a holiday gift, get on the stick early.

Nail down lead times for the publications you're targeting, call
to find out who's handling the holiday gift review article and
get your product in the right person's hands in plenty of time --
along with a pitch letter or release that makes a strong case
about how what a novel, unusual or essential gift your product
makes. After Christmas, you have a brief window for "Best of the
Year", ""Worst of the Year" and "Year in Review" pieces. Be
creative -- the media loves these things.

Key Dates and Events: Labor Day, World Series, Thanksgiving,
Hanukkah, Christmas, New Year's Eve.

Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists. Now, through his website, eZine
and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses http://www.publicityinsider.com/freepub.asp ,
he's sharing -- for the very first time -- his secrets of scoring
big publicity. For free articles, killer publicity tips and
much, much more, visit Bill's exclusive new site:
http://www.publicityinsider.com/freepub.asp

custom home cleaning Lincolnshire ..

In The News:

Amazon Prime Day shoppers face threats from 120,000-plus scam websites as cybercriminals prepare phishing traps and malware ahead of the July sales event.

Fox News' AI Newsletter brings you the latest on this rapidly evolving technology.

The AEON humanoid robot tackles labor challenges with Nvidia AI, Microsoft Azure cloud and advanced spatial awareness, working alongside industry leaders Schaeffler and Pilatus.

Google's Ask Photos feature brings AI-powered searches to your photo library, letting you find memories with natural language queries while maintaining privacy controls.

The return of blue book exams emerges as universities fight widespread AI academic dishonesty and educators debate whether to ban AI tools or teach responsible usage.

Signs your phone might be hacked include strange behavior, unauthorized texts, battery drain and pop-ups, while protection involves updating software and avoiding public Wi-Fi.

Tokyo startup H2L has launched Capsule Interface technology enabling full-body robot control with muscle sensors, offering immersive remote operation.

The A.I. industry seems set for growing pains as Big Tech companies scramble for solutions to the medium's unprecedented strain on the power grid.

Fourth of July fireworks cause a 60% spike in lost pets, but GPS trackers and AI photo-matching services like Love Lost can help reunite missing dogs with their families.

Protect yourself from jugging, the rising crime by which thieves monitor ATM users and follow them to steal cash, with six practical safety tips to stay alert and secure.

U.S. airlines like Delta, American and United are selling your domestic flight records to government agencies through the little-known Travel Intelligence Program.

Autonomous robots from Uber Eats are rolling out across U.S. cities, featuring LIDAR sensors, secure compartments and all-weather operation for food and grocery delivery.

Costco has expanded into EV infrastructure with new ultra-fast charging stations that can charge most electric vehicles to 80% in 20-60 minutes while shoppers browse the warehouse.

The new Gemini Robotics On-Device AI allows robots to perform complex tasks without internet, offering enhanced privacy, reliability and adaptability for real-world use.

Protect yourself from Amazon phishing scams by spotting red flags like suspicious sender addresses and spelling errors while using Amazon's Message Center to verify communications.

GAC Group's new Govy AirCab flying car combines lightweight design with advanced safety systems and smart cabin technology to revolutionize city travel with an 18.6-mile range.

The Berkeley Humanoid Light (BHL) is a lightweight, open source humanoid robot that anyone can build using 3D-printed parts and off-the-shelf components.

Meta’s new AI chatbot is getting personal, and it might be sharing more than you realize.

A new threat targets both Android and iPhone users: SparkKitty, a powerful mobile malware strain that scans private photos to steal cryptocurrency recovery phrases and other sensitive data.

Thanks to a team at the University of California, Davis, there's a new brain-computer interface (BCI) system that's opening up real-time, natural conversation for people who can't speak.

Privacy risks are hiding in plain sight, as your personal data is likely being collected, tracked, and sold without your knowledge.

VenHub, a fully autonomous, AI-powered smart store just opened at the LAX/Metro Transit Center in Los Angeles.

A woman's Facebook account takeover reveals dangerous social engineering tactics and provides lessons on recovery, avoiding scams and enacting stronger security measures.

Shanghai engineers are using 432 walking robots to relocate a complex, preserving Shikumen architecture while creating space for a modern underground hub and cultural center.

Major healthcare data analytics firm Episource had a cybersecurity incident exposing 5 million patients' medical records and personal information in recent breach.

The Four Seasons of Publicity - Building an All-Year Publicity

Public Relations