Ah, summer…a time for getting outside to enjoy the warm, sunny days with picnics, margaritas and relaxing by the pool…but, what about your PR plans? Summer can be a challenging time if you have PR initiatives that need to move forward. With many reporters on vacation, your media outreach can take even longer than usual. And, of course, the 4th of July is right around the corner.
So, what does this mean for your public relations efforts? PR can be anything but a picnic during the summer months. Here are some tips to try to make the most of this season when it comes to PR:
- Planning is imperative: Trying to choose the best date for an announcement? Study the calendar. Avoid the major summer holidays, the 4th of July and Labor Day, as well as the days before and after. That is, unless your news has a tie-in to these holidays. If you’re making a tech-related announcement, for example, you’d certainly want to time it so it doesn’t coincide with the 4th to achieve maximum visibility. On the other hand, if your news involves a holiday-related trend, you’d want to pitch that a week or two before the holiday.
- Allow extra time: As we know reporters may very well be on vacation, it’s a good idea to build in some extra time on pitches during the summer months. For instance, if you usually pitch news a week before an announcement, allow two weeks. That way, if a journalist is out of the office, you’ll still have time to follow up.
- Avoid the dead zone: Per the point above, as the 4th of July and Labor Day each fall on Monday, you can expect the Friday before to be pretty quiet (you can almost hear the crickets chirp!). Some may even take off the Tuesday after to create an even longer weekend. And, once they return, their inboxes may be filled to the brim with pitches. You don’t want your pitch to get lost in that sea of email, so maybe wait another day or so before sending it.
- Think Christmas: Believe it or not, it’s not too early to think about the holidays. Gift guides for many print magazines are already in the works. If you have a product that fits in that category, you’ll want to start pitching those gift guides now. Be ready with a product description and high-resolution photos.
- Cover your time off: Lastly, if you’re in charge of working with the media for your company or client and are planning to take a vacation, have a plan in place should a reporter get in touch during that time. Ask someone to cover for you and be sure to have basic resources ready for them to use if a reporter needs anything. If you have a press area on your site, all of these materials should be posted there (that makes it easy for the reporter AND for anyone trying to cover for you).
And, be sure not to leave your clients in the lurch. Give them plenty of notice so you can complete any work they need done before you go. If you’re a consultant leaving for an extended period of time, e.g. more than a week or two, consider asking someone to fill in for you. Perhaps you have a trusted consultant colleague who could be on call, should your clients need anything.
I hope these tips help you make the most of your summer PR initiatives. Now, time to get back to your sunbathing!
So, you’ve decided you need some outside PR help for your business. But, what kind of help do you need?
Of course, in the world of outsourcing, one size does NOT fit all. If you’re thinking of hiring external support, there are always options. Agencies, subcontractors, PR consultants (sometimes known as freelancers) can all offer assistance—but which option is best for you?
Why would a PR consultant be a good fit?
Let’s look at some situations in which a PR consultant would be a good fit. Here are some possible scenarios:
- You can’t afford an agency
- You have sporadic projects with which you need help (so a subcontractor may be overkill)
- You have an ongoing program that needs to be managed by an outside resource
Consultants are generally more flexible than agencies, in that they may not ask you to sign a long-term contract and may accept project or hourly work. Another benefit: most are probably less expensive than an agency, which stands to reason, because they don’t come with the overhead that an agency would carry.
And, consultants are accustomed to working with teams of all sizes. They’re skilled at getting up and running quickly, as they tend to work on a variety of projects at once.
Which companies can use a PR consultant?
Consultants can be plugged into any scenario:
- Small businesses: This can be an ideal fit, as most small businesses don’t have an internal resource for certain job functions and may just need help occasionally. Need a press release and some media pitching? Hire a PR consultant. Need some graphics designed for a brochure? Hire a graphic design freelancer. Get the idea? Consultants can help as needed.
- Startups: Usually strapped for cash, startups need a resource that can assist—but on a budget. Consultants can be the answer. They can help you with a launch or an ongoing effort, showing results that will help keep your investors happy.
- Corporate/enterprise: Even large companies can make effective use of freelancers or consultants. Many times, there’s a project that needs doing, but the internal team is just too taxed to add it to their workload. That’s when a freelancer can really come in handy. They can focus on that particular project—and when it’s done, they can move on. Or maybe there’s a big project coming up and the team just needs an extra set of hands. A consultant can help offload some of that temporary burden.
- Non-profits: Another group that can be operating on a tight budget is nonprofits. While they might benefit greatly from some assistance, they may not think they can afford it. A consultant can come in to affordably help with a major fundraising push or perhaps an upcoming event.
- Agencies: Freelancers can work with agencies, as well. Many agencies like free agents because while they don’t have enough work to keep someone on staff to do a particular task, a freelance consultant can be beneficial for certain clients or projects.
Once you determine you need the benefits outside help can bring to your business, be sure to consider hiring a consultant as a viable option. They’re a versatile solution that can be plugged in in a number of ways to help you using the approach that works best.
I recently wrote a piece for Muck Rack, “7 Questions NOT to Ask a Reporter,” which garnered some of the best feedback I’ve ever received. An editor at an industry publication actually took the time to write me about how much he enjoyed the piece—and how every new public relations grad should read it.
With many new PR pros graduating this spring and entering the ranks of those who pitch the media, I thought I’d share his words of wisdom. Whether you’re new to the PR field or have been at it a while, you can always learn from the mistakes of others. Continue reading For New PR Grads—Advice from an Editor