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How to Time Your PR Efforts Over the Holidays

Timing your PR over the holidays

The holidays are indeed upon us.

While timing is always important in PR, trying to get media coverage at this time of year can be especially challenging.

In talking with clients about their imminent PR plans, the holidays have to be taken into consideration. Not only might our audience be tuned out to our news, but many reporters are also out of the office enjoying holiday time with their loved ones. And, adding yet another hurdle, one reporter I just spoke with mentioned that the holiday changes his newspaper’s production schedule.

Considering your schedule, the reporter or publication’s schedule and your target audience’s schedules, PR timing over the holidays can definitely present a conundrum.

So, if you have news you must pitch over the holidays, what’s a PR pro suggest you do? Continue reading How to Time Your PR Efforts Over the Holidays

Doing PR over the holidays? What you need to know about timing

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The holidays are indeed upon us.

Though many may be in denial—Thanksgiving is NEXT week, people!—they are coming, and coming fast.

In talking with clients about their imminent public relations plans, timing over the holidays has to be taken into consideration. Not only might potential readers be tuned out to product announcements, but many reporters are also out of the office enjoying holiday time with their loved ones. And, adding yet another hurdle, one reporter I just spoke with mentioned that the holiday changes his newspaper’s production schedule.

As you might imagine, between your schedule, the reporter or publication’s schedule and potential readers’ or viewers’ schedules, it can be a challenge. So, if you have news you must pitch over the holidays, what’s a PR pro suggest you do? Continue reading Doing PR over the holidays? What you need to know about timing

PR Is No Picnic in the Summer — 5 Tips to Plan Your PR Efforts Around Vacations & Holidays

PR is no picnic in the summer (4)

Ah, summer…a time for getting outside to enjoy the warm, sunny days with picnics, margaritas and relaxing by the pool…but, what about your PR plans? Summer can be a challenging time if you have PR initiatives that need to move forward. With many reporters on vacation, your media outreach can take even longer than usual. And, of course, the 4th of July is right around the corner.

So, what does this mean for your public relations efforts? PR can be anything but a picnic during the summer months. Here are some tips to try to make the most of this season when it comes to PR:

  1. Planning is imperative: Trying to choose the best date for an announcement? Study the calendar. Avoid the major summer holidays, the 4th of July and Labor Day, as well as the days before and after. That is, unless your news has a tie-in to these holidays. If you’re making a tech-related announcement, for example, you’d certainly want to time it so it doesn’t coincide with the 4th to achieve maximum visibility. On the other hand, if your news involves a holiday-related trend, you’d want to pitch that a week or two before the holiday.
  2. Allow extra time: As we know reporters may very well be on vacation, it’s a good idea to build in some extra time on pitches during the summer months. For instance, if you usually pitch news a week before an announcement, allow two weeks. That way, if a journalist is out of the office, you’ll still have time to follow up.
  3. Avoid the dead zone: Per the point above, as the 4th of July and Labor Day each fall on Monday, you can expect the Friday before to be pretty quiet (you can almost hear the crickets chirp!). Some may even take off the Tuesday after to create an even longer weekend. And, once they return, their inboxes may be filled to the brim with pitches. You don’t want your pitch to get lost in that sea of email, so maybe wait another day or so before sending it.
  4. Think Christmas: Believe it or not, it’s not too early to think about the holidays. Gift guides for many print magazines are already in the works. If you have a product that fits in that category, you’ll want to start pitching those gift guides now. Be ready with a product description and high-resolution photos.
  5. Cover your time off: Lastly, if you’re in charge of working with the media for your company or client and are planning to take a vacation, have a plan in place should a reporter get in touch during that time. Ask someone to cover for you and be sure to have basic resources ready for them to use if a reporter needs anything. If you have a press area on your site, all of these materials should be posted there (that makes it easy for the reporter AND for anyone trying to cover for you).

And, be sure not to leave your clients in the lurch. Give them plenty of notice so you can complete any work they need done before you go. If you’re a consultant leaving for an extended period of time, e.g.               more than a week or two, consider asking someone to fill in for you. Perhaps you have a trusted consultant colleague who could be on call, should your clients need anything.

I hope these tips help you make the most of your summer PR initiatives. Now, time to get back to your sunbathing!

 

 

For You! Free Resources to Help You Do Your Own PR

With the holidays upon us, I thought about what I could give readers as a gift this season. What better than a list of my favorite resources, many of them free, that I often use and tout in my PR talks. If you’re interested in doing your own PR and are on a budget, check these out before spending any money on pricier solutions.

Here’s hoping they help you achieve great results with your PR efforts in the coming year! Happy holidays to all!

1) Free press release distribution services: If you need to distribute a press release, you may want to consider using what we in the biz call a wire service. There are MANY free wire services out there, but the two I use—and find get good results—are PRlog and PR.com. I use both in tandem. Here’s why: PRLog allows the use of links and even video within the release at no additional cost. PR.com gets the release on the search engines.

One additional note: Reporters who’ve seen a client’s release on PRlog have contacted me directly, so they DO work! If you have no budget for pricier services, this is the way to go.

And, if you do have budget to spend, PRWeb usually offers a discount on your first release. Look online for a $50 off code. PR Newswire is also good, but another notch up the ladder as far as pricing.

2) If you’re looking for editorial opportunities, there are a number of free resources to help you:

The most popular is probably HARO (Help a Reporter Out). This is completely free—and it works!! I’ve gotten my clients (and myself) in stories through HARO.

Founded by branding/PR expert Peter Shankman, here’s a description: Everyone’s an expert at something. Sharing your expertise may land you that big media opportunity you’ve been looking for.

Here’s how it works: Reporters who are looking for sources for their stories post opportunities that are then sent out a few times each day via email to HARO subscribers. You can follow the instructions to submit yourself as a source. There’s a deadline, so pay attention to that when responding. It’s best to read these as soon as they hit your mailbox and reply as quickly as possible, as they do receive many, many responses in some cases.

Two others I don’t use as often, but they are free, are PitchRate and SourceBottle.

3) Related to #2, if you’re in need of editorial calendar opportunities, you can try using Cision’s free ed cal site, http://us.cision.com/edcals/edcals.asp.

You may also visit each publication’s site. Many list their editorial calendar online (sometimes it can be found under “Advertising” or “Media Kit”), so it’s possible to build your own calendar of opportunities that may be a fit for free. Paid services (e.g. Myedcals) are also available: http://www.mymediainfo.com/myedcals.html

4) For awards and speaking opportunities, try ITDatabase’s TechCalendar, a great free resource geared toward the IT industry. You can sign up here: http://itdatabase.com. http://itdatabase.us1.list-manage1.com/subscribe?u=e179f3d5fb981a768db456f5c&id=6a0dfa05f0

5) For research, use Google News or Bing News. Type in your company name or whatever search term you like and news stories will come up. I use these to track announcements made by my clients, as well as to do competitive research, all completely free!

For those on a budget—and so many smaller businesses are—these resources can definitely help get the job done. For more tricks, tips and helpful advice, keep following!

Holiday gift