Is it Christmas or the summer? Are there industry events such as exhibitions?
Map out events for the next year and build them into your PR schedule so that you don’t miss any opportunities.
Remember that publications such as monthly magazines will set their deadlines two or more months in advance of publishing to so your calendar must show events months in advance so you have time to prepare your press release, photographs and whatever other material you want to distribute.
Are there national or international days you can celebrate with an event? Is there a local festival your business can participate in?
• I’m especially lucky that my photo featured in the 2013 Ilfracombe calendar opposite.