Here’s a phrase I dread hearing every year: “It’s back-to-school time!” I’m not even in school, but I still seriously dislike hearing those words. It means that another summer is coming to an end, and so are the weekend trips to the beach and dinners out on the cool patios. It’s still mid-July, and already I’m starting to see retailers coming out with their big back-to-school sales. (Although I do enjoy scoring the great deals.)
But the phrase “back to school” is also a wake-up call for me. In public relations, you always need to be looking down the road and planning for the big events coming up in the months ahead. It’s very easy to get lost in the fun, summer story angles. But don’t get too caught up in the moment. Otherwise you are going to be too late to pitch the fall stories that many journalists have had lined up since June, and your clients are going to miss out on some great publicity opportunities.
So enjoy the rest of your summer. Get some funny tan lines and a body full of bug bites. Just don’t forget to plan ahead. I hate to say this, but now might even be a good time to start planning your holiday pitches.
