There’s no definitive right or wrong answer about when to start a PR campaign, but there’s definitely a wrong time.
It’s after something
newsworthy happens. If something important for your brand with a degree of
popular appeal or relevance to a trending topic, and you are two weeks
late in getting the news to the local or national media and don’t have
any timely pictures or video to share, you're too late. When that happens, what you
typically hear from most reporters and editors is, “I wish you had
called us the day it happened or given us some prior notice.” Then all
you hear are crickets, because you just blew it.
So when should you start a PR campaign? Is there a point in time in
the build up to a big event or announcement when you should bring on
outside PR help?
A lot depends upon the nature of the news itself (hard or soft), as
well as what kind of media (print, TV, online) you want to pitch.
Soft news concerns itself with less-urgent matters related to the
community at large. Say, for example, you are small retailer in your
hometown and you are opening up a third store. You are planning
a grand opening and ribbon cutting and have invited the mayor and town
council to attend. In this case, your news is tied to an event and
because it involves some VIPs like the mayor and is about a local
business doing well and expanding then there’s a good chance it will be
of interest to a local reporter.
If, however, there is an urgent news story about, say heavy rains
flooding Main Street, and it turns out your business was impacted by
the flooding, then reporters will be on the lookout for interviews with
local business owners. Your chance for media coverage is immediate and
requires prompt action.
[Sign up to get notified of upcoming conferences, workshops and webinars.]
When you should start a PR campaign also depends upon the kind of
media you are targeting. If you own a specialty hearing aid store, then
you would be smart to go after TV and print news rather than online
media, as many retirees tend to spend more time watching day-time TV and
reading the newspaper compared to millennials.
Each media outlet, however, has its own lead-time when it comes to accepting suggested story pitches.
Here are a few examples:
TV News: TV news is still a wonderful way to get your
business or nonprofit noticed by thousands of viewers looking for what’s
going on in the community. The lead-time it takes to pitch your story
to a TV news reporter is typically not longer than a week, possibly even
just a few days, as many TV stations don’t know what they will cover
until each morning’s news meeting. [Radio is similar to TV.]
Newspaper: If it’s a daily newspaper, then plan on a
lead-time of one to three weeks depending upon whether your news is tied
to a timely event like a product launch or is an evergreen story
that is tied to an annually reccurring event such as Spring Break, Labor
Day or Halloween. If you want to be included in a list of tips like
“Spring cleaning tips” or “Where to plant a tree on Arbor Day,” then it
pays to contact a reporter one to two months in advance depending upon
how big the holiday is on the calendar, Christmas being the 900-pound
gorilla of holidays.
Blogs: Blogs can be very nimble and turn out content fast,
especially newsy blogs such as Mashable and TechCrunch. Some smaller blogs are
not as well staffed and may take longer. A typical lead-time on a
submitted news pitch could be anywhere from 48 hours to two weeks. Best
to err on the side of caution and at least give yourself a week.
Magazines: The bigger and glossier they are, the longer it
takes to get published. I once heard of People Magazine taking over a
year to publish a story. That’s an extreme case, to be sure, and
there were some odd events surrounding it, but what is true is that
magazines source content for upcoming editions as far out as 4-5 months.
If you have a nifty educational toy for tots and want to be included in
a list of suggested Christmas gifts, then you would have to start
pitching in June or July. If it’s a local magazine, the lead-time may be
less, but not by much. Alow yourself a three-month margin
when pitching local glossies.
When considering how soon to start a PR campaign, you should clearly
identify your target audience, where it resides and what media outlets
serve it. Also, decide whether you will pitch locally, nationally, or a
mix of both.
I always encourage my clients to start one month in advance of a
major announcement or event to allow enough time for media research,
message design and outreach. After all, it can take several weeks
to get an email answered by, or land a coveted phone call with, a busy
reporter. Why, I just got off the phone with a business reporter in
Dallas after three weeks of emails and voicemails. PR isn’t called
“earned media” for nothing.
Moral of the story? Start early, don’t expect immediate results, and keep plugging away.
specializes in highly integrated PR & marketing strategies that help
companies in technology, healthcare and professional services reach
their goals in brand awareness and revenue growth. A version of this article originally appeared on the PR Over Coffee blog.