Have you missed the holiday PR boat?

We’ve seen the stream of incoming press releases stop during the holidays.
Next week everyone will start sending at the same time, but have they missed holiday PR opportunities?

pressme: Have you missed the holiday PR boat?

No one reads news during the holidays.

Don’t they?

It’s true that stories such as the Prime Minister on his surfing holiday have appeared, but there’s also been many big news stories.

The flow of press releases stops during school holidays, but next week when the new term starts I expect a flood of press releases to come through at the same time for my weekly newspaper business pages.  Instead of repeatedly trying to speak to people for details of news stories, there will probably be too much to fit in the space and some news won’t get covered.

I believe many businesses are missing useful PR opportunities by not sending out press releases over the holiday period. With many publications having reduced resources, interesting news is often welcome. An eye-catching photo will also help.

Will anyone read it? Many print publications also publish news online and many of us still check up on news and business when we’re supposed to be relaxing.

Create a PR schedule to take advantage of all opportunities at all times. That way you can achieve more coverage, especially when journalists are eager to receive good material. And by helping them out, they are more likely to contact you in the future.

• See our #SillySeasonPR school holiday challenge for ideas on how to take the PR opportunities available over holidays.

Gather all the information you need for your press release

Gather all information you need for your press releaseYou’re launching a new kitchen gadget – how big is it?

You’re promoting a big event – what are the start and finish times?

You’ve got a special offer on – what telephone number do customers ring to speak to your sales team?

Obvious details, but these are so frequently missed out from press releases.

I give up

If somebody wants your new gadget but has a small kitchen, will they be put off because they don’t know if it will fit?

If someone wants to attend your event but works shifts, will they not bother because they don’t know if it will end before they have to start work?

If someone wants to take advantage of your special offer, but your receptionist doesn’t know who’s dealing with it, will they just give up?

All this does happen.

Gather all the details you think customers will ask for:

  • time
  • date
  • place
  • price
  • dimensions
  • phone number
  • web site
  • email
  • specific information relating to your press release topic

Gather details in advance

Don’t wait until you come to write your press release, because hunting down the information often takes time. Gather details in advance.

And if you are including a quote from a customer, supplier or other source, obtain this in advance and make sure they approve it before you send out your press release. Obtaining approval is often the longest part of the process. You often find people are in meetings, away on business trips, on leave or sick and no one else has the authority to approve the quote. You can’t risk them not giving approval in case you have accidentally misquoted them.

If you have all your facts, figures, details, contacts and quotes ready, you can write your press release and send it out on schedule, confident that it answers most reasonable questions customers are going to ask.

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