Festive reasons why PR campaigns never go on holiday


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The upcoming Christmas and New Year break spells the end of another busy business year, and if you are like me, you are relishing the prospect of some long lazy summer days away from your desk, spent with your family and friends.

However, while you are taking a well-earned mental break from the day to day grind, the media still operates its usual 24/7 cycle. It is true that many newspapers, magazines and broadcast stations operate with skeleton staff for a few weeks right after 24 December, this may well be the perfect chance to gain coverage on a slow news day or make the most of a seasonal trend that relates to your business. In fact, most of us have more time to read feature stories so I encourage you to think now about what story angles to pitch to journalists to help keep your company in the PR mindset raise your profile and even attract new clients.

Some of my biggest media coverage has happened during the January period, knowing full well time-poor journalists are hungry for news and customers have time to trawl the internet for a wider range of reading materials.

So here is what I believe every business owner and entrepreneur should add into their PR to do list before they sign off for the year.

Write an e-book: I confess, I have snuck this one in first because it is my own pet project for the summer holidays and I am pretty excited to have a chance to fulfill this goal of mine. E-books are a really cost-effective and easy way to raise your own expertise and build you a global profile when you share a niche area of professional knowledge. They don’t need to be long. In 2013 I predict having a credible PR campaign will include using tools like e-books and webinars more and more to engage your existing customers and engage new ones. Watch this space for the launch of my first e-book for small business in the first quarter of 2013.

Festive story angles: Just like we know that the New Year starts every 1st January without fail, most journalists are writing stories now on seasonally related topics. For example, if you are an accountancy practice you could offer commentary on cash flow for businesses over the holidays .

Feel-good stories: Around Christmas and the incoming year we all make New Year’s resolutions and plan ahead for what we hope the incoming 12 months will bring. So if you have a new fitness service or are in the business of helping mums and dads with financial planning after their silly season credit card splurges, you have a good chance of getting editorial coverage on such soft news topics.

Don’t give up: While they may well be done filing stories for the summer editions, many publications don’t shut down completely and do need to fill their February (and beyond) editions. With less PR people pitching angles at them over the next few weeks, many journalists are open to hearing fresh story ideas – and it makes their jobs easier. While the competition works on their tans, you can be freely building new connections.

Meet new journalists: The newsrooms will be filled with journalists covering the role of editors and senior producers. What a great way to make an in-road with reporters you don’t know and get your stories some fresh interest and keep the details on file for future pitching.

Hopefully that is inspiring you and your PR ideas to take action. What are your PR goals this Christmas?