As the year moves forward, many businesses and entrepreneurs continue to tweak marketing plans and budgets for the months ahead. When it comes to setting up your public relations/media exposure plan, WHEN you launch your campaign can be just as important as what and how you launch.
In the last 16 years of generating media exposure for our clients, my research shows that 41% of the media interest and exposure we generate in a year happens in the second quarter – that’s almost double the amount of any other quarter of the year:
- 1st quarter = 18%
- 2nd quarter = 41%
- 3rd quarter = 21%
- 4th quarter = 20%
So what does that mean? If you are planning to implement a PR/media exposure campaign for your business or product in the coming weeks – congratulations. Your timing is ideal.
Frankly, you can get great media exposure at any time of the year given the right pitch and tending in the media market. But what many people don’t realize is that the Spring and early Summer months are when many of the media outlets look to run features on unique products and services: home & garden products; kitchen & food gadgets; auto accessories & car care; pet care and accessories; outdoor recreation products; travel products, and more.
Like all of us, many media people take vacations during the summer, so they like to be able to put together several product features in the second quarter that can run at any time while they are on vacation in the weeks and months ahead. But they won’t run them if they don’t know about your unique product or service. And that’s why making timely, quality media pitches now can be so mutually beneficial for you and your media contacts.
Also, believe it or not, the latter part of the second quarter is when many of the larger magazines and syndicated TV shows start planning what they call their “Holiday Book” – yes, they start working on their holiday gift guides that early. In fact, some of the bigger magazines are all but finished with their holiday book by August. (I realize that July and August aren’t in the second quarter – my point is that the early birds who get their releases and pitches in by May and June stand a better chance of being featured than those who wait until months later.)
Potential media exposure opportunities are directly dependent upon how quickly and efficiently you or your publicist/PR agency can help the media secure the placement. Media relations are crucial. Your job is to make the job of the reporter/editor/producer as easy and as effortless as possible – which will lead to quicker and more numerous placements for you.
What we are trying to do is continuously plant seeds in the editorial minds of media outlets over the next several weeks and months. Given the right tending, the seeds you plant now will indeed germinate, and you’ll benefit from great media exposure well into the next quarters of the year.