Matching Your Message To New Year Resolutions

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The end of the year can get hectic.

Traveling. Baking. Decorating. Gift buying. All those activities and more can occupy much of your time even as you’re still trying to keep up with the usual day-to-day responsibilities.

With your attention drawn elsewhere, it’s easy to let excellent PR opportunities slip by and be gone forever – or at least for another year.

I don’t want to see that happen to you, so before you get too caught up in the hustle and bustle, let me remind you that now is an important time to try to think like a newspaper editor, TV producer or radio show host.

As the New Year approaches, the media love to focus on resolutions, whether it’s a print publication listing tips on how to break a long-time habit, or TV and radio show hosts interviewing a financial planner on strategies for those who resolve to rid themselves of debt.

If you have a book, product or service that can be tied into New Year’s resolutions, now is the best time to make yourself known to the print and broadcast media before they book other people instead of you.

Because believe me, there will be plenty of competition for the limited time slots and print space. Journalists and producers are unlikely to need or want you if they already set up an interview with someone on your topic. You want to be first in line!

Some of the most common New Year’s resolutions, of course, involve eating healthier or exercising more. (Not that we are all that great at keeping those resolutions!)

But there are plenty of other topics that get a lot of play at the start of every New Year, such as:

  • Wealth. Do you help individuals or families understand strategies to improve their financial position?
  • Debt strategies. Many consumers face creditors or worry about bankruptcy. Are you someone who can offer suggestions on how to get their lives back under control?
  • Home improvement. It’s not unusual for people to plan for major expenditures on their homes at the start of the year. Is your message one that would be worth hearing as they weigh their options?
  • Charitable giving. If your foundation relies upon donations from corporations to fund your projects each year, this is a good time to remind the community about what you do.
  • Any other topic. Even if your message isn’t one of the above, you may still be able to tie it in with the start of the New Year and the goals people are making for themselves.

Once you’ve figured out how to match your message to this seasonal opportunity, the next step is to identify the media in your area with an audience that would want to hear or read about it.

Each medium is different so make sure you develop your pitches accordingly. But one thing in common is that you want to offer a topic idea that ties to your expertise and message, and will allow you to show how you can help readers or viewers achieve their New Year’s goals.

With print, you are pitching an article idea. With radio, you want to come up with an interesting interview topic that would be about 10 minutes long and would let you work in your sound-bite message. With TV, you will be presenting the interview concept, but will want to include information about what the visual element could be.

But you have to start planting those seeds now. Magazines are already planning their first issues for the New Year. Radio and TV hosts will soon be looking for “New Year, New You” topics to keep their audiences tuned in.

With any luck, you’ll be able to start the New Year with a great PR success story and can pledge to keep your momentum going for the next 12 months.

That’s a resolution worth keeping!

P.S. If you want help getting your “New Year, New You” message to the media, give us a call at 727-443-7115 ext. 211 or click here to get your Free Media Analysis.

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