Make Time for a Successful Public Relations Campaign

When it comes to the media, time is always ticking. That's why it's important to make publicity plans as early as possible. Today's streamlined news rooms mean that there are fewer reporters and photographers just waiting around for story pitches or last minute news. This is especially true for non-urgent news (lecture, book release, new product line, etc.). The sooner you submit your news pitch the more likely it will be considered.
Editorial deadlines must be taken into account when scheduling media outreach. . Not sure of what the deadline is for the media outlet you are trying to contact? Give them a call, send them an email or see if that information is on their website. Some media venues, such as quarterly slick glossy magazines require six months advance notice. Many blog talk radio shows prefer to book their guests several months out, so waiting until the last minute will not be in your best interest or theirs.
Here is a suggested timeline that could help you to maximize your options for media visibility:

• Eight-24 Weeks in Advance

Research Deadlines and find out how media prefers to be contacted (email, fax, etc.)

• Eight-Twelve Weeks In Advance

Determine News Angles (story pitches)
Event highlights, personality profiles, relevance to pop culture/current affairs

• Eight-Ten Weeks In Advance

Determine Media Selection
Local, Regional, National, Trade, Print, Radio, TV, Internet; Specific news departments (lifestyles, business, etc.)

• Six-Twelve Weeks In Advance

Create Press Materials
Collect bios, photos, background info (organization mission/history, etc.)
Press release, PSA, TV footage, press kit, guest blog post, etc.
Plan advertising campaign

• Four-Eight Weeks In Advance

Distribute Press Materials
Email, Fax, Snail Mail (if preferred)
Post to websites
Create/schedule placement of advertisements

• Two-Five Days after Distribution of Press Materials

Follow-up and resend if necessary
Provide additional information - Answer any questions, Enhance pitch
Set up interviews

• Post-coverage

Track/record media clips
Samples of secured media can be sued for future promotional purposes
Secure reprint permission where required
The added value of pre-planning your media campaign is that it will enable you to work with the media so that you (and they) will have to refocus a pitch if necessary and/or follow-up with your secondary media list should those on the primary media list not be interested.
We all think better when we've got time to do so. With the hammerhead of impending deadlines that can lead to errors, confusion and ill feelings, it's a good idea to build reliable relationships with the media whenever possible. One of the best ways to do that is to give them the time they need to work with your information.