|
Author: Todd Brabender Article source: http://www.oxegen.us/. Used with author's permission.
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:
- see/understand your release and decide if they are interested;
- find space/time in their editorial calendar to place the article/news story/show segment.
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
Poker on TV
Poker on TV has been the catalyst that allows millions of people to view real poker being played by today's young guns and poker legends. A day does not go by w...
Benefiting from Strategic Thinking
Strategic thinking involves a group effort of brainstorming ideas, initiating change, and finding solutions...
What Type of Cat Food is Really Best For Your Cat?
Examine what cat food is really the best for your cat. The feline diet in the wild is looked at to help determine it's ideal diet today. Also find out if dry fo...
Chair Yoga for Senior Independence
Until a certain age in life, words like dignity, quality of life, and independence seem to be more suitable for descriptions, or reasons, why independent nation...
Dear Soulmate
A personals ad with a twist...
Groups Assist the Make Money Online Syndrome
Are your associates part of something bigger? Or are they out there on their own? Do you expect them to make money online without any support? Read about how gr...
An Introduction to Relationships
Love is what everybody is after. So much time is spent discussing love, reading about it, watching movies about it and singing about it that if all that time we...
Diet and Eczema
Much controversy and argument surrounds the idea that food may play a role in triggering eczema. It has only been in recent years that doctors and health profes...
Reflections After The Tsunami Tragedy
As people reacted on a humanitarian basis to support the people of Southeast Asia, the challenge now is to reach out spiritually and foster greater understandin...
Invalid Excuses for Poor Business Results - The Weather
There is little doubt that growing a business and producing a profit in today's business environment takes more effort than ever before. Locating potential cli...
Bullseye Interviewing
An interview is much like a blind date. You have sweaty palms, heart palpitations, shaky nerves and a preconceived notion of what could happen. The perfect sce...
How To Know If Interior Design Is Right for You
Have you ever seen a beautiful house or office building and wondered who did the work? Have you ever wished that you could do some of the work that you've seen ...
Cell Phones Safety - Are They a Risk ?
Cell phones are everywhere and I believe they are here to stay. With the advent of cellular phones for public use came a whole host of issues that I don't think...
Meditation and You
My body now feels relaxed from head to toe. I was practicing the Falun Dafa exercises that so many have gained similar and greater benefits from.
Independent Professionals: What Stands Between You and Your Artist Statement?
How do you write about yourself, and what you do, so it compells and
engages your market? Artists have this problem built into their careers
with the required...
Chicken Wings with Oyster Sauce
Chicken wings with oyster sauce recipe...
5 Steps To Cheap Car Insurance Premiums
Five simple strategies you should know before buying or renewing your car insurance. These tried and tested tips won't cost you a penny but could save you hundr...
The Secret of Put Bets
When you are playing at a casino offering 10X odds and you make a pass line bet, would you rather have a 4 point or a 6 point to add your odds to? If you'd like...
Finding Cheap Hotel Rates
The days of showing up at a hotel and paying whatever price is posted are over simply because ...
9 Warning Signs of Stress
Stress just may the nastiest 4 letter word you ever met. Yes, I know it has 6 letters. It has to have 6 letters to emphasize the wallop it delivers. Do you know...
Help! Im Single for the First Time in Years!
Ten confidence tips for people starting to date after extended periods.
An Udderly Ricidulous Home Remedy
Edward Jenner is widely credited as the father of the smallpox vaccination. However, twenty years earlier in 1774, a quick-thinking English farmer named Benjam...
Waiting On Your Big Break Is Playing Desperation Life!
Have you ever put all your eggs in one basket? Have you ever had so much riding on one big break that if it didn't happen you would have to move down to the zoo...
How to Create an Original Melody
Shows how improvisation can be used to create original musical ideas.
|
Print this page