Blog
Thinking back to the mid 90’s—in the days before email and when sending faxes was common—I remember calling a New York Times reporter at the end of a workday after a decision came down in a large bankruptcy case. I was representing an attorney who was not the lead counsel on the case. I called the reporter the moment the matter was decided to offer immediate commentary by my client who was standing by on the case’s outcome.
As PR professionals, we’re keen to stay abreast of new marketing channels and trends, new beat reporters and media outlets, as well as explore innovative ways to raise visibility for our clients. Making a fresh assessment of what matters most to our clients and their expectations of our firm is an important part of this process, too. While some rules of engagement and expectations of companies’ PR firms have changed, some things still hold true year after year.
For years, we’ve heard about the “Holiday media slump” and why pitching stories during the December Holiday period may be akin to cheerleading in an empty stadium. There may well be breaks in a demanding news cycle at that time, and seasonal celebrations and vacation time out of the office leave holes in the calendar for PR pros and reporters alike. But the reality is, the Holidays are a great (and undervalued) time to conduct media outreach.
