LET IT SNOW: How to Think Seasonally for PR Traction

A heavy white blanket of March snow fell on Word PR’s Denver office last week, part of a major winter storm that had Colorado weather topping the national news. The generous network airtime the snow story received is a good reminder of the close relationship between the seasons and the news-cycle as all types of media strive to feel relevant and connected to readers’ and viewers’ daily lives. For designers it’s a reminder, for instance, that glossy print magazines need appropriately frosty photos for their winter pages. Shoot projects now and send out soon to score a place in upcoming November – February issues.

For the travel biz, packages, deals and story-angles that tie to a particular season can be an easy grab for writers looking for content – like our recent family spring-break getaway pitch for the Antlers at Vail, which, as mentioned above, snagged a spot in a spring-deal roundup story. Individual holidays too – maybe a high-style kitchen with gorgeous, green-painted cabinetry timed for St. Patrick’s Day coverage? – can get attention. Or think even smaller and more specific: We once helped a local coffee shop capture city-wide buzz for its new make-it-yourself cereal station by launching to coincide with National Cereal Day on March 7.

And remember that timing is everything not just for subject matter but for when you send it. For short-lead digital media and newspapers, two months up to even two weeks in advance can score a placement, but for your favorite print magazines, six months is the minimum – and a year is better.

(PHOTO JLF Architects RUSTIC REVISITED; PC: Audrey Hall)