Wrap your PR around a national holiday and watch it take off
There are official holidays for just about anything you can think of. For example, October is National Native American Heritage Month, and this year it was the perfect time for us to mobilize our PR efforts to promote a children’s book that was co-authored by two members of a local Native American tribe, the Perdido Bay Tribe of Lower Muscogee Creek Indians. We created a compelling “story around the story” release and distributed it regionally to cultural, historical and family-centered electronic and print media, with a tie-in to the national holiday. Because of the timeliness of the information, our senior media director was even able to garner a Skype interview by national education magazine Scholastic, which posted the interview and story on their Web site and broadened the potential audience by hundreds of thousands. Locally, the media covered the story and also covered the Skype interview of Chief Bearheart. All in all, a great amount of coverage for a timely tie-in.
