Did you know that modern mums feel happiest at 7.30pm each day? That mums provide a service worth apparently £100k a year to their families? That the NCT supports flexible working for mums by putting a template letter on its website to request this from your employer? Or that there is a new range of pyjamas for Mamas?
Neither did we. And we’re not sure what we think about all of the above, either. (Really, pajamas for Mums?)
But after being deluged with Mother’s Day-related emails in our inbox this week, the important thing is that we know about it. And that savvy PRs have tapped into topicality when sending out their pitches and releases.
One of the key elements in our PR training is the importance of timing. You can have the best-written press release or pitch in the world, but if it’s sent out too late for the newsdesk, or at the wrong time of year, it’s been a total waste of time.
At Nine Media, we can think of many examples when this has happened to us as staff journalists on national titles. There was the time I was pitched a feel-good Christmas story from a PR when I worked on Good Housekeeping. This was in November – and we’d finished work on our Christmas issue in September. We’d planned the issue in August. They were beyond late.
Or when Karen, as a news reporter, would receive press releases at 4pm for the next day’s newspaper. Any discerning PR would know they need to get their releases over first thing in the morning to be in any hope of making the newslist.
So timing is everything. We’ll cover the importance of timing and how to make sure you get it right in our Ultimate Training Day for PRs, coming this 6th June.
In the meantime, Happy Mother’s Day to all the mums out there!