One simple and effective way to promote your news is to hook on to something already being talked about in the media. Seasons, holidays, awareness days and special events provide a good framework around which to plan content.

You can use seasonal opportunities to re-tell your story in a new way, providing a boost to your regular PR activities and preventing your content from becoming repetitive. Can you put a festive spin on your press releases around Christmas time? Can you send out your news on specific awareness days and make use of trending hashtags?

When deciding which season or celebration to use to frame your campaign, it’s important to do your research and make sure that you choose an opportunity that will engage your audience. If you are an international organisation, you need to be aware of seasonal and cultural differences between your different readers.

It’s important to plan ahead so that your materials are ready to send out in good time. Customers prepare well in advance, so the media need to prepare even further in advance. It’s a good idea to keep a calendar of upcoming holidays, awareness days and special events so that you can pitch your story to the media ahead of time. To build anticipation, why not run a series of teasers with countdowns to leave your readers curious?

With 2019 just around the corner, it’s time to start thinking about which seasonal events your brand could benefit from over the next 12 months. Making full use of seasonal campaigns could be the key to your best business year yet.

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Photo of Emily Blythe