If you’re ready to launch a PR campaign about your practice, your specialty, or a new medical procedure the best time for you to launch your PR campaign is – now. If you’re set, have your stories in place and have things in place, there is no better time to launch than the present.
The one exception to that rule is if your procedure or launch has a seasonal aspect to it. For example, if you are an ENT specialist and are going to be discussing spring allergies, you don’t want to launch your campaign in July. You want to time it to hit your target date and reach your target market.
That said, one approach you might want to consider is a counterintuitive one. Most doctors are going to think that December will be the absolute worst month to launch a campaign. It’s common sense, everyone disappears during the second two weeks of the month. It’s a slow news cycle. It’s a time to avoid form the PR perspective.
Undoubtedly January would be the best month to launch, right? It’s the beginning of the year. Everyone is back from their vacations. Producers and journalists who have been away are scrambling to find story ideas to fill the gabs left by their end of year, holiday absence.
Think about it. All of those points that I touched on above are true, yet, although some journalists are away during the end of December, TV doesn’t stop broadcasting, print publications don’t stop publishing, online publications don’t go dark. True, during the end of the year everyone is trying to wrap up to spend some time with friends and family, but that can work to your advantage. Many writers and producers know they are going to be scrambling for story ideas to fill their slots when they get back after the 1st of the year, so they try to get as much done in early December as possible.
Your chances of landing stories, particularly if you pitch with a fresh New Year angle are more apt to get attention.
You can start landing coverage and then truly hit the ground running in the New Year.
So if your practice or medical center can launch in December, great, do it.
That said, unless your public relations campaign is specifically seasonal, your focus shouldn’t be on what month 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.
Yes, December can be a great month to launch, but in the real world, the media never stops and although it does slow up a bit during the last couple of weeks of the year, you now know that can be a benefit.
The media is always looking for new stories. So, in reality, don’t worry about the month, get your PR plan in order and get started.