PLANTING PUBLICITY SEEDS
Some business owners may be of the 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 the first
of the year hoping for a quick media interest blast in January, you may be
in for a quiet start of the year. Keep in mind most media outlets have
editorial lead-times of a few weeks to 6 rajgir months. Also, what some
entrepreneurs don’t realize is this — because of the increasing number of
publicity pitches media outlets receive, anything you submit is subjected to
what I call the “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 the article/news
story/show segment.
Given the right media research and pitching expertise, there are several
media opportunities you could pursue. From my professional experience, here
is the breakdown of editorial lead-times of the media formats from quickest
to most drawn out: (These are estimates and can vary from campaign to
campaign)