Why it’s never too early to start your summer PR campaigns 

This piece was quoted by PA Media here. 

I know what you’re thinking. It’s dark. It’s rainy. It’s the dead of winter. Why are we talking about summer campaigns already? Isn’t it too early? 

The short answer is no.  

When it comes to PR, planning is key. Creating a strong PR strategy involves looking at the year as a whole, evaluating your goals and making plans well in advance. 

So, let’s look at the benefits of planning ahead a little further… 

Why early matters more than ever 

Journalists are already mapping out their summer content before most of us have taken down our Christmas trees. Journalists are often under a lot of pressure. Whether it’s print or online, you’d be surprised how far in advance themes and articles are pinned in place. Editors need to see the bigger picture, whether that be to work out the content mix of the season or plan out any commercial partnerships necessary, for instance.  

Competition is also something to consider. When it comes to seasonal hooks, it’s always rife. Everyone wants to get in there and make the most of the timely opportunity. The earlier you pitch, the better your odds of owning the conversation. 

Of course, you also want to ensure you give yourself time so that you aren’t scrambling to latch onto whatever trend bubbles up last minute.  

Building meaningful relationships and crafting stronger narratives 

When you’re not rushing, you have time to slow down and be considered in your approach. This is particularly important when it comes to developing meaningful relationships with both journalists and the media. No journalist wants a slap dash headline or angle that just blends in with all the others. They want strong, clever narratives that stand out in the crowd and engage their specific audience.  

It takes time and energy to earn a journalist’s trust and attention. It’s about giving them quality time and time again, meeting deadlines and providing credible sources. If you have a journalist in mind for a summer campaign, it’s well worth thinking about how you can connect with them ahead of time to start building that relationship. Not to mention avoiding the inbox overload they’ll inevitably face in late spring when everyone remembers summer is on its way.  

Setting the trend 

Getting in there early means being a trend setter, not just a trend follower. The most successful brands are usually the ones that land the earliest coverage and then shape the narrative for the rest of the season. More time means more creativity, more opportunity and a chance to test and learn. From there you can experiment and repeat what works.  

Where to begin 

Now you know why you need to start PR early, but how exactly do you start? I would recommend a summer audit. What do you have already? What assets, ideas, people, data or stories do you already have access to? Start there.  

You can then think about researching relevant journalists, making sure you keep up with their content and sense-checking what they might be working on and where you might be able to fill in any gaps.  

It’s always a good idea to work backwards from your end goal. What deadlines are you going to have to hit? When will you need each asset? Make sure you account for what’s out of your control as well as what is. And by that, I mean build in plenty of flexibility. 

The success of your summer coverage starts now!