As the year starts to wind down, many businesses and entrepreneurs are making plans and budgets for the year 2004. Those plans could include anything from setting up goals for new products to preparing marketing, sales and PR/publicity campaigns. When it comes to your publicity plan, WHEN you launch your campaign can be just as important to what and how you launch.
HOLIDAY PUBLICITY OPPORTUNITIES
If your product/business lends itself to increased holiday sales, the next few weeks are a perfect time to get a publicity campaign launched - given the right media targets. Many holiday issues are already been laid out for magazines, and many other media outlets are feverishly seeking information/pitches on innovative stories for the holidays. Some media outlets even reorganize or beef up staff around the holidays to allow for an increase in stories on products. Have your publicist help you take advantage of this increased media opportunity. PLANTING
PUBLICITY SEEDS NOW FOR 1ST QUARTER RESULTS
Some business owners may be of the mindset: "I think we'll wait to launch a publicity campaign until after January 1st." The problem is -- if you wait to launch your publicity campaign until the first of the year hoping for a quick media interest blast in January, you may be in for a quiet month. Keep in mind most media outlets have editorial lead-times of a few weeks to 6 months. Also what some entrepreneurs don't realize is this. Because of the increasing number of publicity pitches media outlets receive, anything you send out is subjected to what I call the "media digestion period" - simply put - that is a period of time (sometimes weeks, sometimes months) that it takes media outlets to:
The potential placement is also directly dependent upon how quickly and efficiently your publicist or PR agency can help the media secure the placement. Media relations is crucial. Your publicist's job is to make the reporter/editor/producer's job as easy and as effortless as possible - which will lead to quicker and more numerous placements for your business.
When it comes to publicity pitches, the facts are: placement is totally up to the discretion of the particular media outlet; and very few media responses are immediate. I have in fact had media outlets respond even before the media release seemed to settle in the fax machine tray. Conversely, I also had one media outlet that responded 17 months after a pitch. (I had to ask the reporter what the YEAR was on the release!) NO placement is guaranteed, but you can definitely increase the odds. Even if your product/business if a dead-on perfect match for a media outlet's editorial profile, you are not guaranteed placement without some hard work and media relations. That's why timing of your publicity pitch is so critical.
Have your publicist get your pitch to the media, allow the editorial staff to digest it a bit, and strategically and professionally "rattle the cage" over the next several weeks to generate as many placements as possible.
What we are trying to do is plant seeds in media outlets' editorial garden so they will bear fruit -- in the form of articles/show placements -- continuously over the next several weeks and months. Like the plant that comes from a seed, publicity placements can also grow roots and lead to other arterial media placements in other media outlets. Given the right tending, the publicity seeds you plant over the next few weeks/months will indeed germinate and you'll reap a wonderful harvest for your business well past the first quarter of next year.
About The Author
Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and inventions. http://www.spreadthenewspr.com / todd@spreadrthenewspr.com / (785) 842-8909
Are there secrets to gaining media coverage or is it... Read More
When outside audiences important to your operation do not understand... Read More
You know that getting publicity is vital to the health... Read More
Since the major part of a small business typically comes... Read More
The media need you. Need the information and expertise you... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
You're trying to recruit a downline into your program, you've... Read More
Most business, non-profit and association managers live to tell about... Read More
They say that image is everything and some of us... Read More
When, as a business, non-profit or association manager, you are... Read More
Where is there a business, non-profit or association manager who... Read More
When times are tough, it's no time to ignore those... Read More
As an owner of an independent record label, I often... Read More
If your product or service can be given as a... Read More
In this great country of ours, there are basically three... Read More
China's media is booming creating opportunities for marketing-savvy businesses. But... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
Southern grandmothers have often said, "there are only three... Read More
Because when it comes to public relations, non-believers can produce... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
Got a huge need for publicity and a tiny publicity... Read More
I believe this about public relations.People act on their own... Read More
Most people consider getting publicity the most important part of... Read More
As a business, non-profit or association manager, let the tacticians... Read More
What are you trying to do with your business, non-profit... Read More
Writing a press (or media) release is quite an art... Read More
You are a senior business, non-profit or association manager. So,... Read More
You are in business for yourself, but how well do... Read More
Quite a bit, actually. Public relations helps business, non- profit... Read More
Once upon a time, there was a young, stressed out... Read More
Managers, please take a minute and read two sentences: People... Read More
We rely on all kinds of tools and advice to... Read More
If you want to know the best way to approach... Read More
Do small-business owners always have to rely on large PR... Read More
Every reporter, from the cub at the small town paper... Read More
Looking to get your name into a magazine? You need... Read More
Better check out the public relations fundamental premise, then take... Read More
Leaders in the business world need public relations big time,... Read More
If you own a franchise and have company vehicles, be... Read More
Something that results in your most important outside audiences doing... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
The Today show? The New York Times? Vanity Fair? What's... Read More
Really? You mean there are NO perceptions and behaviors peculiar... Read More
In the 'Age of Scepticism' gaining media coverage is one... Read More
Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More
Say, from tactics like special events, brochures and press releases... Read More
Everyone has something that drives them up a wall. You... Read More
When, as a business, non-profit or association manager, you are... Read More
Financial planners, the first thing to know about reporters is... Read More
The media's role is to package and spread news, current... Read More
A musician spends years honing his craft. He writes world-class... Read More
Small Business Owners should send press releases out at least... Read More
If you don't have a grip on public relations, how... Read More
Business, non-profit and association managers are in a stronger position... Read More
More than half of America skips the Super Bowl, the... Read More
When most people think of media relations, they think of... Read More
A press kit is an essential press relations tool. While... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
Think that you aren't big enough for national media coverage?... Read More
What else, for goodness sake, could you as a business,... Read More
If a reporter was writing a story about you and... Read More
Dear New York Times:I'd like to be quoted in one... Read More
Gaining news coverage on a successful press tour requires planning,... Read More
In fact, here are three really foolish goofs made by... Read More
If you're like most publicity seekers, you probably think oneproject... Read More
You want to sell your products or services, and that... Read More
Public Relations |