For instance, if your focus is on the importance of patriotism, you might be considered a great fit for media programs around the July 4th holiday or coverage during a congressional election period. If you provide resources that help moms hold their families together, then Mother's Day would open doors to get exposure. However, don't stretch the connection beyond realistic levels. There must be a legitimate link. Otherwise, a radio or TV producer will see you as just making a self-seeking attempt to get attention for yourself.

 

I've helped several of my clients sit down with a calendar, analyze each month from January to December, and brainstorm various connections that could arise. This exercise usually yields several applicable options throughout the year. Knowing these options ahead of time allowed them to tailor a pitch to media producers early and get in line before other people filled the open slots.

 

Even though the media world runs 24/7, they work ahead of the calendar to make preparations for featured shows, such as Christmas specials, back to school, or Valentine's Day. Thus, you need to plan your media calendar and contact producers early. For instance, if you want to tie-in with a specific holiday, the magazine industry works on a lead time of 4 - 6 months. Radio and TV generally prefer lead times of 30 - 90 days. Newspapers and blogs can thrive on shorter lead times, such as 7 - 30 days.

 

Action step: Take a moment this week to grab a calendar and go through it month-by-month looking for potential media opportunities. When you identify appropriate connections ahead of time, it's easier to tailor your pitch to a producer's needs and be the first in line for consideration.