When Should You Launch A PR Campaign?

If you’re reading this in real time, it’s early August, the talk shows are gearing up and getting ready to start production and the monthly magazines are turning their attention to their holiday issues. There is no greater time to launch a public relations campaign than now. But what if you’re reading this in December or early June, should you wait, move forward? What is the best time to launch a PR campaign?

The answer is, it depends on your specific needs. Unless I’m dealing with a seasonal or holiday oriented product, I seldom decide when to launch by looking at the calendar. What I focus on are my client’s needs and objectives. If you have a product, or service that is ready to launch, do it now.

If you’re a larger company and are launching a fashion line or new toy line, your timeline is different, you want to launch in time to hit whatever your primary season is, or your industry’s particular timeline. But if you’re a newer company, or are launching your first PR campaign, your primary focus should be on establishing your presence. At this point, forget what the big players are doing, your focus and your intent is different. If you’re a new clothing line, your PR strategy should not mirror that of Ralph Lauren. That company is currently on a different trajectory than yours. It has different goals than yours. If all goes as planned you could be launching that style of media relations campaign in a few years, but for now focus on your own unique objectives.

That can be confusing, because chances are the feedback you’ll get from others will be based on what other companies are doing. Remember, right now chances are you’re not competing with Paramount Pictures, Facebook, Harry Winston or Revlon. You might be playing in the same arena, but you’re playing a different game. Don’t get steered in the wrong direction. Chances are you’ll end up wasting quite a lot of time and money.

If you’re launching a new product or service, or are a relatively small company and are doing PR for the first time, your objective is to get yourself on the map. You want to establish yourself and your company. With that in mind, unless your product is specifically seasonal or tied to a particular holiday, your focus shouldn’t be on when you’re going to launch your campaign but on whether you have your stories, release, media list, bio, pitches and game plan ready to go. Your focus should be on starting your campaign now. The media never stops. They are always looking for new stories. So, put the calendar away and get ready to launch.

Copyright © Anthony Mora 2011