Most publicity seekers think one project at a time. If their new product is coming out in July, they send out a press release in June. However, there is a certain rhythm to generating publicity, based on the natural flow of the seasons. It helps to score publicity from January to December.
This approach divides publicity into four quarters:
The first quarter: January - March
The media covers: this time is perfect for something provocative or controversial to say about industries and events. For example, if there going to be an inauguration of a new president, a huge number of "Will the new administration be good for ...?" stories will appear.
Key Dates and Events: Super Bowl, NCAA Tournament, Easter, the Academy Awards.
The second quarter: April - June
The media covers: This time of year can be called "anything goes", because there are few huge events or major holidays. Some general stories, written in a light, fun manner are good for April. People are happy that spring has come and these stories are good for the "spring fever". In May, however, thoughts are mostly about summer, so stories about leisure activities, safety (automobile or recreational) become most popular.
Key Dates and Events: Baseball opening day, tax day (April 15), spring gardening season, Memorial Day, end of school, summer vacation.
The third quarter: July - September
The media covers: Summer is the time when reporters are open to all sort of things, so smart publicity seekers may get great results from their job. During this period different light stories will do. For example, stories about entertainment, celebrities, lighter business stories, new products, educational articles, etc. In September reporters will be full out with work again, so do not loose the splendid opportunity to "make hey".
Key Dates and Events: July 4th, summer movies, summer travel, back to school.
The fourth quarter: October - December
The media covers: This time of the media calendar is the busiest. Business media is serious and the only thing the lifestyle media think about is Holidays. Putting out a new product release is much harder at this time. The only appropriate theme for the non-business media is Christmas (Christmas gifts, Christmas travel, Christmas cooking, etc.). After the "Christmas rush" the period of "Best of the Year" and "Worst of the Year" stories begins.
Key Dates and Events: Labour Day, World Series, Thanksgiving, Hanukkah, Christmas, New Year's Eve.
Whatever the season is, never forget about creativeness - media likes it all the year round.