Date: 12/3/2006

Tonic Tip: Timing is everything.

The winter holiday season is upon us. And while you may be decking the halls with boughs of holly, the media is already humming a different tune. ‘Tis the season to begin planting a seed for spring coverage. Timing is everything! There are many ways to capitalize on seasonal media opportunities: Check an outlet’s deadline to make sure you send your pitch in good time. Remember, glossy magazines aren’t called long-leads for nothing. Deadlines can range anywhere from 3-6 months ahead of publication date. Monitor editorial calendars to stay abreast of upcoming coverage. Find events/holidays to which you can tie your pitch. From calendar holidays such as Valentine’s Day and the first day of summer, to more unusual events such as national ice cream month and “Take Your Dog To Work Day,” find unique opportunities to generate additional news value. Capitalize on current events both nationally and locally by finding a fun and unique way to link your company to current stories such as elections, major movie releases or celebrity break-ups. Season’s greetings!

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