The season can be a challenging time if you have PR initiatives that must move forward. With many reporters on vacation, your media outreach can take even longer than usual—especially with Independence Day right around the corner.
Pitching can be anything but a picnic during the summer months. Follow these five tips to try to make the most of it:
1. Planning is imperative.
Trying to choose the best date for an announcement? Study your calendar. Unless your news has a tie-in to these holidays, avoid major summer holidays, such as the Fourth of July and Labor Day—as well as the days immediately before and after.
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If you’re making a tech-related announcement, for example, give yourself time it so it doesn’t coincide with a holiday. This will help you achieve maximum visibility. If your news involves a holiday-related trend, deliver your pitch a week or two before the holiday.
2. Allow extra time.
Reporters can be on vacation, so it’s a good idea to build in extra time on pitches during the summer months. For instance, if you usually pitch news a week before an announcement, give yourself 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.
Both Independence Day and Labor Day fall on Monday this year, so you can expect the Friday before to be quiet (you can almost hear the crickets chirp!). Some reporters might take off the Tuesday following to create an even longer weekend.
Once they return, their inboxes will probably be filled to the brim with pitches. You don’t want your pitch to get lost in that sea of email, so wait another day or so before sending it.
4. Think about Christmas.
Believe it or not, it’s not too early to think about winter holidays. Gift guides for many print magazines are already in the works. If you have a product that fits in that category, start pitching your gift guides now. Have product descriptions and high-resolution photos prepared and ready.
5. Cover your time off.
If you’re in charge of working with reporters for your organization 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 have basic resources ready for them to use for reporters’ requests. These materials should also be posted on your organization’s newsroom, making it easy for both the reporter and the co-worker covering for you.
Don’t 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 (more than a week or two), consider asking someone, like a trusted consultant colleague, to fill in for you. That person should be on call, should your clients need anything.
These tips can help you make the most of your summer PR initiatives so you can get back to your sunbathing.
Michelle Garrett is a PR consultant and writer at Garrett Public Relations. Follow her on Twitter @PRisUs or connect with her on LinkedIn.
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