Creating PR around Special Dates
February 10, 2012 by Johanna Baker-Dowdell
By Johanna Baker-Dowdell, Strawberry Communications
Children have been heading back to school, Valentine’s Day is next week and 2012 is a leap year, so there is an extra day this month.
All three events happened in February, but they also have more in common than just sharing the same month.
They are each opportunities to create some PR for your business and approach the media.
Stationery suppliers and department stores across the country have been promoting pens, pencils and lunchboxes for weeks now; florists are working overtime to source the perfect flowers for the 14th; and jewelers are selling special pieces for the women who plan to propose to their partners on the 29th.
If you look at an annual events calendar and think about all the dates that could relate to your business, you will find plenty of opportunities to create some PR.
Think about these options:
- Seasons – summer, autumn, winter and spring
- Summer and winter solstices
- Annual holidays like New Year’s Day, Easter and Christmas
- End of financial year
- Friday the 13th
Then look at the special days, weeks, months and years for further ideas. This list could include the following events for 2012:
- Australia Day
- Chinese Year of the Dragon
- International Year of Sustainable Energy
- International Women’s Day
- St Patrick’s Day
- Seniors Week
- Earth Hour
- ANZAC Day
- Remembrance Day
- Melbourne Cup Day
- Mother’s Day and Father’s Day
Finally, look at weeks and days tied to causes that may relate to your business:
- World Kidney Day
- Multiple Birth Awareness Week
- National Volunteer Week
- Pink Ribbon Day
- R U OK? Day
- Movember
Now you will have a well populated calendar of days and events from which to draw inspiration for media releases, articles or events of your own. Think about whether your business can get involved in a community event to raise money for a charity and then contact your local newspaper for a photo opportunity. Or you might donate a prize for a Girl’s Night In event to help raise money for the Cancer Council.
There are lots of ways you can be creative with your business PR and it makes sense to tie your activities to something that is already happening.
When the media is looking for a story on that topic, who do you think will be top of the journalists’ mind?
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
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Johanna Baker-Dowdell - Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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