As year enters fourth quarter, many businesses and entrepreneurs are making plans and budgets for year 2002. Those plans could include anything from setting up goals for new products to preparing marketing, sales and PR/publicity campaigns. When it comes to your publicity plan, WHEN you launch your campaign can be just as important as what and how you launch.
PLANTING PUBLICITY SEEDS Some business owners may be of mindset: "I think we'll wait to launch a publicity campaign until after January 1 to generate consumer interest." The problem is -- if you wait to launch your publicity campaign until first of year hoping for a quick media interest blast in January, you may be in for a quiet start of year. Keep in mind most media outlets have editorial lead-times of a few weeks to 6 months. Also, what some entrepreneurs don't realize is this -- because of increasing number of publicity pitches media outlets receive, anything you submit is subjected to what I call "media digestion period" - simply put - that is a period of time (sometimes days, sometimes weeks) that it takes media outlets to:
#1) see/understand your release and decide if they are interested; #2) find space ime in their editorial calendar to place article/news story/show segment.
Given right media research and pitching expertise, there are several media opportunities you could pursue. From my professional experience, here is breakdown of editorial lead-times of media formats from quickest to most drawn out: (These are estimates and can vary from campaign to campaign)
1) Radio Shows -- 1 to 4 weeks lead-time 2) TV News Affiliate Shows - 2 to 6 weeks lead-time 3) Daily & Weekly Newspapers - 3 to 8 weeks lead-time 4) Magazines & Network TV Shows - 1 to 6 months lead-time
The potential placement is also directly dependent upon how quickly and efficiently your publicist or PR agency can help media secure placement. Media relations is crucial. Your publicist's job is to make reporter/editor/producer's job as easy and as effortless as possible - which will lead to quicker and more numerous placements for your business.