How To Get More PR Value from Bizarre Holidays
Bizarre holidays offer unique opportunities to get more shelf life from your content. Some of our most successful pieces have ended that way because we tied them to a random, interesting day of the year.
If you have an interactive on pies, January 23rd’s National Pie Day would be a great time to repromote it.
A survey on workplace fulfillment? The 27th’s Punch the Clock Day would be a good fit.
Getting Started with Random Holidays
Start the process by compiling a list of these days, such as can be found here.
From there, setup a bi-monthly reminder email that goes out to your whole PR team. The email should have the next 30 days of bizarre holidays. Every email should share two weeks worth of holidays with the previous email.
Why two weeks? If we sent it once a month, the outreach team wouldn’t have enough time to get in front of the holiday and in front of reporters who might be interested.
If we sent it more, we might start tuning it out. Therefore, it makes sense that two weeks are shared on each.
Other Suggestions for Reminding Yourself
You might use some other project management/calendar app, such as Basecamp, or Google Calendar. Those work as well, if you want to spend the time setting up the individual events.
Get more value — team impact — by setting it up on a shared calendar. This way, everyone will see the bizarre holidays when they are also browsing through their other tasks.
Be careful, though — this should be a soft reminder to find one to two holidays a month, not something that makes your own calendar less useful.
The Bizarre=The Less Saturated
Everyone is pitching July 4th. Pitch a holiday people don’t usually pitch, and give reporters new angles they can utilize to create interesting stories.
They want them — you just have to put the story on their desk.