While the marketing and public relations pundits enjoy their well-deserved vacation, the media continues to search for much-needed copy. Plan ahead and give them what they’re looking for. Here are seven publicity ideas you can use to capitalize on summer events in your community.
In June, July and August, reporters are more approachable and open to creative, fun press releases related to entertainment, lighter business stories, trend pieces, technology news, travel articles, and back to school and education themes. In September, the Marketing, PR and Agency reps will be back in action, so make it happen while the pros are gone!
A publicity strategy is to respond to current events. Think of the Tour de France. Cyclists from all over the world compete for a spot on the podium. Whatever the outcome, this is going to be a hot item in the news. Tie it in. Plan your strategy now. A few ideas:
1. Restaurants may offer tour discounts on pasta, pancakes or other carbohydrate-rich products that will be devoured by Tour de France participants.
2. Bike shops can participate in the tour with special Tour de France promotions, discounts and competitions that would be picked up by media whether printed, television or radio. Know the tie and the winner of the match.
3. Bed and breakfast inns and hotels can join the tour with special rates and organized rides for cyclists. Main stories can focus on the recreational and touristic aspect while showing that human aspect of an individual, couple or family enjoying some R&R. Readers like to see themselves in others having fun and experiencing success.
4. Wine shops can join the tour by displaying wines from France. Special Tour de France wine and cheese meetings with a discount on French wines would be a nice touch and a good twist that would get noticed by the press.
5. Children’s toy stores can participate in the tour by offering special promotions regarding the color yellow. Maybe the store is overcrowded with yellow stuffed animals. If they join the Tour, they can offer discounts on anything yellow. Imagine photos of children and their stuffed animal being published in the news or shown in the store.
6. An Ear, Nose and Throat Doctor can easily join the tour and share his/her expertise regarding facial injuries typically caused by motorcyclists going headlong over their handlebars. Newspapers and websites love these stories. So are prospects seeking a specialist and current patients hearing about their doc in the news.
7. Organizations working on a fundraiser can participate in the Tour by telling donors that they will contribute a percentage of each donation to the Livestrong Foundation. The organization will receive publicity about this long after this year’s Tour de France.
Think about current events. What’s your tie in?
Leslie Hamp, Certified Marketing Coach and PR Whiz, shows small business owners how to take their business to the next level of success. Read more on