You want the fourth quarter to end on a strong note, which is why it’s so important to launch a media relations campaign for the holidays, but even if your end of year plans are set and you’re looking to launch in a big way for the upcoming year, you need to start your PR and marketing no later than November.
There are a few practical reasons for this. To start, if you’re looking to place stories in any of the national monthly publications, keep in mind they work on a three to four month lead time; which means, at least as far as those media outlets are concerned, you need to pitch them in September or October to have any chance of landing coverage in January. Although other media outlets work on much shorter lead times, you want to place stories during the end of the current year to help build your brand going into the new year. You also want to start pitching in November to get on the media’s radar for New Year-oriented stories. January is going to be filled with stories that have to do with new gadgets, diets, approaches, products, and services that can help people get a fresh start in the new year.
Remember the media is looking for a hook and an angle that works for them, so approach your pitch from their perspective. For example, if you’re an accountant your pitch might be:
5 Insider Tips On How To Start Your New Year Accounting And Bookkeeping On The Right Foot,
5 Tips To Prepare For The Upcoming Tax Season
If your in the beauty, fitness or weight loss business, focus on such pitches as
How To Achieve Your Optimum New Look For The New Year
Focus on what makes your business, service or product special. Is there a different approach you use that can help people start the new year right? What problems do you solve? How do you, your product or service differ from others in the field? Maybe you’ve updated or modified your product or service for the New Year. Look at it from all angles; is it smaller, larger, brighter, less expensive, more user friendly, or more effective? How could you present what you do or sell in a way that’s different, offers a story and ties in with the New Year theme?
And don’t forget the most important focus; how does your business or product affect others? How has it helped change people’s lives? What solutions does it offer? Does it make life easier? Does it make people richer, thinner, smarter, faster, or happier? Perhaps you have clients who would be able to tell their story to the media? The most effective PR campaigns are those that tell transformational stories. If by launching an effective public relations campaign you can illustrate how your business has positively affected the life of others, people who see read or hear your story will want to know if you can do the same for them. And your phone will start ringing.