by Risa Chuang, VP, Media Relations & Strategy

In the PR world, October through December are typically the most popular time of year for any broadcast media relations tactic ─ especially satellite media tours. In addition to the start of fall, health awareness months and a myriad of holidays that make it ripe for food, beverage and consumer brand opportunities, it’s also “use-it-or-lose-it” time to spend any remaining PR dollars.

Yet, in the end-of-year rush to hit communications goals and meet holiday shopping demands, many PR professionals fail to look towards the quieter side of the year. After the holiday and New Year’s resolutions stories have subsided, there’s a blank canvas in which your campaign launch or message is more likely to stand out. In fact, I often counsel clients to consider holding more evergreen stories for the beginning of the year.

Here’s why the start of the year can be prime time for broadcast media coverage:

  • Less Competition: There is less demand for attention from competing brands. Everyone is still catching their breath and mapping out their plans for the year ahead and not thinking as much about launching a campaign at the beginning of the year.
  • More Available Airtime: Along with fewer satellite media tours being pitched to outlets, there is also more airtime for stations to fill. They are more likely to book a segment in January or February that they would not book at the end of the year. And the bonus? Quality broadcast stations and a message that is sure to stand out.
  • Slower News Cycle: Unless there is breaking news, the beginning of the year coincides with a slower news cycle. There is no significant annual news event or holiday that takes place, which can make it easier for brands to grab media attention.
  • Industries Conferences, Trade Shows & Events: The beginning of the year is ample time for industry conferences, trades shows and events ─ all showcasing the latest products on the verge of launching. Between the Consumer Electronics Show (CES), National Retail Association and International Builders Convention (among others), it’s the perfect opportunity to highlight new and trending technology, cool products and innovative ideas.
  • New Year’s Resolutions: January symbolizes a new start, when people either make a resolution or feel a sense of renewal and start to seek out new experiences. The best time to reach out to your target consumer is when their mind is fueling change and your story can make a fresh, lasting impact by coinciding with their commitment to do something different and better in the upcoming year. It’s important to tap into that resolution of your audience first and create fresher brand memories while your competition is quiet.

Of course, it still matters that your talent or spokesperson is media-ready and your pitch has a news hook that media and audiences alike want to hear. But if you have some flexibility in your timeline and can wait until after the holidays, you may find that the beginning of the year offers you just the satellite media tour broadcast opportunities your team is looking for.