Tie Your Publicity to the Seasons
One of the best ways to get publicity is to tie your story to seasons, holidays and anniversaries. By showing how your product or service relates to timely events, you increase your chances of getting coverage.
Here are some obvious and not-so-obvious opportunities, taken from Chase's Calendar of Events. I encourage you to get Chase's or a similar directory and review it for opportunities.
When you find something that might "fit," ask yourself:
- Is there a logical tie-in?
- Can I offer advice around this anniversary or celebration?
- Do I have a product that fits this event?
- What kind of story could I develop?
You may be surprised at how many opportunities you uncover. Here are some examples.
June
June 21, Father's Day
A consumer electronics company could do a survey about what men really want for their "day" and report those results.
June 23, Anniversary of the First Typewriter
An excuse for a technology company to discuss "how far we've come."
June 24, Anniversary of the Introduction of the Bar Code
A retail chain could discuss ways technology improves the shopping experience.
June 26, National Handshake Day
Executive coaches and sales professionals could discuss the importance of a firm handshake, the different kinds of handshakes, proper handshake "etiquette," and the impact of handshakes on first impressions.
July
Sandwich Celebration Month
(This is not the edible kind of sandwich, but refers to the "sandwich generation," the people who are caring for both their children and their parents.)
This provides an opportunity for lawyers to discuss the importance of having a will, and for financial planners to discuss ways to keep your finances in order while "sandwiched."
National Ice Cream Month
Need I say more?
July 1, Anniversary of the First Scheduled Television Broadcast
Educators could discuss the impact of television on children.
July 4, Independence Day
Government agencies could discuss safe celebrations. Food producers could provide barbequing tips. Ministers and counselors could discuss the importance of family togetherness and "rituals."
Got the idea?
This is definitely not an all-inclusive roster of anniversaries and story ideas. This is just a sampler to get your creative juices going.
If you want to capitalize on a particular day, pitch your story to the media several weeks in advance. Sometimes the media do "tie-in" stories well before the actual date.
And, although I'm encouraging you to be creative, do not go too far afield from your basic messages. It's easy to fall in a love with a story that does not lead people back to your product or service.
If you'd like more help generating ideas and tie-ins, please contact me at kay@communicationsplus.net.
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