With so many years of experience behind us – not to mention the availability of calendars – you would think we would be better prepared for what’s about to come. Yet, year after year, many of us act astonished and caught unaware by this annual, easily predictable time of year that still somehow manages to sneak up on us.
Once again, it’s the last quarter! Suddenly, the holidays are here! And before we know it, 2018 will have arrived and just like in the past we’ll be wondering where those final months of the year went and whether we made the most of them when we had the chance.
And too often we will shake our heads as we realize that we could have accomplished so much more with the right planning.
So before 2017 really starts winding down – and disappears for good – let me suggest a few things you can do with your year-end PR efforts that will help you feel that you did indeed make the most of the moment:
- First, put your marketing hat on. Think about the media outlets you can get your message in front of right now and in the coming weeks. Don’t limit yourself! Think print, both traditional and online. Think radio and TV. Think social media. Also, brainstorm on your own or with others to come up with ways you might be able to tie your message to the holidays, to year-end planning or to resolutions for the New Year. A financial professional, for example, could pitch something like: “4 Resolutions That Will Help You Become Financially Fit in 2018.”
- Think about consumers. Understand that the end of the year is when many people could be in the market for what you have to offer. Obviously, people are in a shopping mood, but they are also having their own thoughts about what they need to accomplish before the year ends or what they hope to achieve early in the New Year. That means there’s a good chance they are thinking about the products or services that you provide, so this is a good time to make sure your brand is in front of them.
- Act early. If you want to be part of the media’s holiday and year-end coverage – and you do! – you can’t wait until the holidays are upon us to start pitching your ideas to them. You can’t wait until two days before Thanksgiving to send a newspaper your great recipes for side dishes for the big meal. They already have such feature articles planned out far in advance. In that particular example, they probably would have already published the feature by that point. So don’t delay! When it comes to pitching the media with holiday and year-end ideas, you have to be like those retail stores that start displaying holiday merchandise long before many of us are even thinking about holidays.
So don’t let these final months, weeks and days of 2017 catch you unaware. When it comes to marketing and the last quarter of the year, we’re all somewhat like a football team in the waning minutes of a game. We may have accomplished a lot up to this point, but there’s still much to do before the final horn sounds.
After all, just like a football team, you want to finish strong!
P.S. If you’d like professional help getting coverage in the press, or being interviewed on radio and TV, give us a call. We’ve been providing this service to clients for 27 years. We also offer a comprehensive social media marketing program for select clients, where we do it all for you. If you’re interested in our help, please call us at 727-443-7115 Ext. 208. We’d love to hear from you!
Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.