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 rajgir 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:
#1) see/understand your release an