Hello August! After heatwave hysteria sent the media into a frenzy last month, hopefully we can be expecting some more tolerable temperatures this month (41 degrees was not the one). If you’ve been too busy enjoying summer to think about PR for your brand then do not fear; our latest intern Tegan has pulled together a round-up of all the trends, events and opportunities to pitch for the month ahead and beyond!
Key awareness dates:
5th August:International Beer Day
8th August: International Cat Day
10th August: National Lazy Day
13th August: National Prosecco Day
25th August: National Burger Day
26th August: International Dog Day
29th August: Summer Bank Holiday
Last minute coverage:
School’s out! Our last-minute coverage recommendation for August is, of course, the school holidays. The one month of the year that school children are off for the whole month, leaving golden opportunities to appeal to those families desperately scavenging for something to do. Odeon is an example of a brand running with this. They are offering kids screenings every day of the summer holidays where adults also only pay kids prices – a big pull in for family day trips!
Many other businesses are also offering discounts for family’s and free places for kids, a huge example being FirstChoice – offering ‘kids go free’ on holidays through summer and on a smaller scale Beefeater and Brewers Fayre restaurants are offering free kid’s breakfasts –be sure to pop some prosecco on the 13th of August for National Prosecco Day – whether it’s a complimentary prosecco in your hairdressing company or a free glass with meals in your restaurant – it’s definitely one to celebrate!
Short lead vs long lead
Understanding the difference between long and short lead media and how to pitch accordingly is a topic we’ve already covered on EV Insight; but to keep it short and sweet, the key to differentiating between the two is in the name!
Traditionally, ‘Short Lead’ has a turnaround of about 6-8 weeks from pitching, editing and publishing whereas ‘Long Lead’ follows a much longer timescale of anywhere from 3 – 6 months.
However, due to the impact of COVID and the rise of WFH culture and digital-only media, there is certainly more flexibility and scope for last-minute opportunities than ever before.
Short lead:
This month’s short lead is Halloween – it might not be everyone’s cup of tea, but whether you come up with some spine-tingling names for your cocktails, host a chilling community event or put up some pumpkin-provoking déco, anything to spread the spooky spirit on this haunting day will be enough.
Alongside this, if your business is within the third sector or is wellness oriented some short led dates to look out for are World Smile Day (October 2nd), World Mental Health Day (October 10th) and International Day of Peace (September 21st).
Example Short Lead Forward Features:
Closer – Shopping Pages: A full page of nine desirable objects of the week, including fashion, beauty, food & drink and home items. With prices and stockists. (Leadtime: ASAP – up to 1 month in advance.)
Men’s Health – ‘Insight’ – Product Pages: Four-page feature of interesting lifestyle goods. With prices and stockists. (Leadtime: 2 -3 months in advance.)
Yours – ‘Home’ – product pages: A theme of home products trends, e.g. ‘sustainable swaps for summer’ plus competition page and exlcusive offers for readers. (Leadtime: 6-8 weeks.)
Long lead:
You always hear people saying, ‘there’s no time like the present’ and this is very much the case with pitching for long-lead Christmas gift guides! Don’t let this incredible opportunity to get ahead of what is inevitably a massively competitive market slip past you – even if you don’t have a dedicated Christmas range or offer it’s worth the enormous amount of brand awareness!
There are also plenty more gift guides and product pages within the next quarter that are worth pitching for, some key dates to keep in mind may be World Vegan Day (November 1st) and Black Friday (November 25th), and if applicable Black History Month(October 1st-31st). All of these long lead dates provide the chance to plan a standout seasonal PR strategy, whether it’s a themed PR stunt or a timely awareness campaign.
Example Long Lead Forward Features:
Men’s Health – fashion product pages: Page featuring the latest clothing and accessories. All fashion, not merely active lifestyle products. (Leadtime: 3 months)
Woman & Home – ‘Home Edit/Style Steal’ – Product Page: Single page highlighting around 5 new home products. With prices and stockists. (Leadtime: 3 months)
delicious. Magazine – ‘On our shopping list’- product pages: A mixed food product section, featuring a selection of new items (usually around 3). With stockists and prices. (Leadtime: 2 – 3 months)
Well, that’s a wrap on August… head on over to @eastvillagepr and make sure you let us know how you get on.