Timely angles are an important part of PR, but the rhythm of the seasons can shape communications too. Certain subjects become more relevant at particular times of year, and organisations’ working patterns change along with their audiences’ interests.
That does not mean every story belongs to a fixed season. It does mean that seasonal context is worth considering in your PR plan. Here is a look at four parts of the year.
Summer: find a relevant lighter angle
Summer can create room for lighter stories and subjects connected with holidays, leisure or seasonal work. In our earlier work for Indeed, for example, a press release about summer jobs connected the client’s expertise with a topic that fitted the moment.
The opportunity is to show knowledge from a different angle, while keeping the connection relevant. A seasonal reference alone is not enough; the story still needs to offer something useful to the audience.
Our tips for timely PR angles explain how to assess that fit.
Autumn: reconnect with a busier agenda
As people return from summer holidays, businesses, schools and media programmes move into a new phase. Subjects about getting started again, planning the next period or returning to work can become relevant.
Trade events can also provide opportunities to meet people, see products and learn what is happening in a sector. For a consultant, those conversations are a valuable way to build subject knowledge and understand a client’s market.
Plan the communications around an event rather than treating attendance as a task on its own. Our event services connect preparation, the on-site experience and follow-up.
Winter: review the year and look ahead
The holiday period brings its own subjects, from seasonal spending to the ways people celebrate. For some organisations, these provide relevant opportunities for articles or announcements.
Year-end reviews and thoughtful outlook pieces can also be useful. What changed during the year? What has the organisation learned? Which developments deserve attention in the period ahead?
For the PR team, it is also a time to discuss results with the client and prepare new plans. A structured brainstorm can help turn that discussion into a focused set of ideas.
Spring: check the foundations
Once the new year’s activity is underway, step back and check whether the practical foundations still fit the plan. Are the objectives clear? Does the strategy need adjusting? Is the team working with current information?
Reviewing media contacts helps ensure that relevant news reaches the appropriate journalists. It is also worth making time for training and professional development, rather than allowing learning to disappear behind daily deadlines.
Our media relations approach depends on keeping that knowledge and those relationships current.
Use the seasons as context, not a rigid formula
PR work continues throughout the year. Seasonal planning helps identify opportunities and prepare, but the organisation’s goals and the audience’s needs should remain the starting point.
Our Benelux PR team can help develop a plan that fits your business. Contact us to discuss the months ahead.
Corinna
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