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The four seasons of media hype - edifice an all-year media hype - pr


If you're like most advertising seekers, you in all probability think one
project at a time. You've got a new effect appearance out in April,
so you send out a delivery in March. You've hired a new executive,
you'll put out a announce when she's on board, etc.

For hard-core hype insiders, though, there's a rhythm to
generating coverage, based upon the artless ebb and flow of the
seasons. Such an approximate can help you score exposure throughout
the year, and will help keep your eye on the ball from January
through December.

Essentially, a yearlong attempt consists of two strategies:

- Timing your obtainable stories (new effect introductions,
oddball promotions, commerce page features, etc. ) to fit the
needs of the media at some point in distinct times of the year.

- Crafting new stories to take improvement of events, holidays
and continuing activities.

Before we run by means of the four seasons of publicity, a few words
about lead time. In this age of closeness (only a few seconds
separate a Matt Drone or a CNN from journalism a story and putting
it beforehand millions), it's easy to fail to remember that, for many print
publications and TV shows, it can be weeks -- and sometimes
months -- already a complete story sees the light of day.

The axiom lead time cleanly refers to the sum of time needed
for a journalist to accomplished a story for a actual issue of a
magazine or episode of a TV news program. For example, a
freelancer for an entertainment magazine may need to turn in a
story on Christmas movies by September 15. That's a lead time of
three months, time looked-for for the editor to appraisal and adjustment the
piece, the issue to be typeset and in black and white and distributors to
place the issues on newsstands ahead of December. Lead time can
range from a day (for hard news pieces in newspapers) to a few
days (newspaper features) to a few weeks (weekly magazines) to
many months.

The greatest leads are the realm of "women's books" like Good
Housekeeping and Change for the better Homes & Gardens. These publications
often have a lead time of up to six months, which means they need
information for their Christmas issues as early as May!

Here's a tip to help you determine the lead time of a particular
publication you're targeting: call the marketing branch of
the journal and application a media kit. Since advertisers need
to know when their ads must be submitted, each issue's lead time
is evidently avowed in the media kit.

Factor the lead time into your development as you look over the
following sections. If you have a great story idea for Rolling
Stone's summer issues, you need to be on the ball well before
Memorial Day.

The Four Seasons of Publicity:

First Quarter: January - March

What the Media's Covering: Early in the year, the media is
looking ahead. It's a great time to pitch trend stories,
marketplace predictions, previews of effects to assume in the year
ahead, etc. If a new Leader is being inaugurated, you'll see
lots of "Will the new dispensation be good for the
(textile/film/cattle ranching/Internet/. . . or any other)
industry?" types of pieces. This is a good time to have
something provocative, or even controversial, to say about your

The media also likes this time of year to run "get your personal
house in order"sorts of pieces. Tax planning, home organizing,
weight loss, etc. Everything that's geared for selection people
keep their New Year's resolutions can work here.

Key Dates and Events: Can you come up with a story angle to tie
your commerce into an event that typically generates lots of
coverage? Put on your assessment cap -- I bet you can! Here are
some key measures for the duration of the First Quarter: Super Bowl, NCAA
Tournament, Easter, The Arts school Awards.

Second Quarter: April - June

What the Media's Covering: An "anything goes" time of year.
With no major holidays or huge events, April is a good time to
try some of your all-purpose stories (business features, new product
stuff, etc. ) Light, fun stories work here, as a sense of "spring
fever" takes hold of newsrooms (journalists are human, you know.
They're just as happy iciness is over as you are and it's often
reflected in the kind of stories they decide on to run. ). As May
rolls around, feelings turn to summer. Now they're looking for
summer holiday pieces, outside toys and gadgets, stories about
safety (whether automotive or recreational), leisure activities,
things to do for kids and so on.

Key Dates and Events: Baseball breach day, tax day (April 15),
spring agriculture season, Commemorative Day, end of school, summer

Third Quarter: July - September

What the Media's Covering: The dog days of summer are when smart
publicity seekers especially make hay. Folks at PR firms are on
vacation, marketing budgets are being preserved for the holidays
and correspondents are out of the blue affable and open to all sorts of
things. Get to work here, with creative, fun angles.
Entertainment-themed pieces do well in the summer, something with
celebrities works, lighter big business stories, new products, trend
pieces, equipment news, back to discipline education-themed
articles, you name it. The media are about to get deluged once
again come September, so use this casement of opening wisely.

Key Dates and Events: July 4th, summer movies, summer travel,
back to school.

Fourth Quarter: October - December

What the Media's Covering: The busiest time of the media
calendar, the Fourth Cut up is when the big business media turns
serious and the lifestyle media thinks Holidays, Holidays,
Holidays. Affair angles need to be hard news. Fluffy trend
pieces won't cut it, as commerce editors begin to take stock of
the state of the cost-cutting and the market. It's a tough time to
put out a new creation release. For the non-business media, think
Christmas. Christmas travel, Christmas gifts, Christmas cooking,
whatever. If you have a effect or advantage that can be given as
a anniversary gift, get on the stick early.

Nail down lead times for the publications you're targeting, call
to find out who's behavior the feast gift assess critique and
get your artifact in the right person's hands in a load of time --
along with a pitch correspondence or delivery that makes a brawny case
about how what a novel, abnormal or basic gift your product
makes. After Christmas, you have a brief casement for "Best of the
Year", ""Worst of the Year" and "Year in Review" pieces. Be
creative -- the media loves these things.

Key Dates and Events: Labor Day, World Series, Thanksgiving,
Hanukkah, Christmas, New Year's Eve.

Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists. Now, all the way through his website, eZine
and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses http://www. PublicityInsider. com/freepub. asp ,
he's distribution -- for the very first time -- his secrets of scoring
big publicity. For free articles, killer hype tips and
much, much more, visit Bill's absolute new site:
http://www. publicityInsider. com


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How PR Pros Can Make Themselves Media Friendly  PR News - For Smart Communicators

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