Media Pitching Timelines

A strategic PR campaign cannot happen overnight. We cannot pitch a story and get results within seconds, and then turn the PR tap on and off when we wish. A PR agency will always advise that a strategic Public Relations campaign will take time, and it’s largely due to the lead times of media.

We’re governed by media lead times and we pitch our stories according to what the media are working on at the time. As a PR agency we’re fortunate enough to have access to the media’s call in and requests for products and stories and it’s our opportunity to react and pitch stories to these journalists.

There are a variety of lead times within the media landscape; for example, short lead media (newspaper, blogs, online, often radio and TV) work on a short lead timeframe, anywhere from immediate to 6-8 weeks. That’s right, the Woman’s Day magazine that you’re reading which hits the newsstands weekly can actually take up to 8 weeks from conception to production and into your hot little hands. Sometimes short lead media can run immediately depending on the newsworthiness of the story.

Long lead media, as the name suggests, can take a lengthy period of time from pitching to publication, and in some instances it’s 3-4 months. Glossy monthly magazines like Marie Claire and Men’s Health for example, and supplements such as WISH magazine, all take 3-4 months to produce, meaning a painstaking wait for the client and PR agency for the press to reveal itself.

Journalists map out their stories and are constantly evolving their content based on what’s making news. However, it is assured that every media outlet will cover topical and seasonal stories as they know that their consumers are seeking out products to purchase or activities to do around these key gifting periods.

The main seasons that the media cover are:

  • New Year’s Resolution
  • Australia Day
  • Valentine’s Day
  • Easter
  • Mother’s Day
  • Father’s Day
  • Christmas

Polkadot PR tailor our pitches to suit these stories, so that we’re feeding the media with suitable content for their stories.

Refer below to see our latest timelines for pitching so you don’t miss the boat with any PR opportunities

  • New Year’s Resolution – long lead pitch in September, short lead pitch up to end of December
  • Back to School – long lead pitch in October, short lead pitch up to end of January
  • Australia Day – long lead pitch in October, short lead pitch up to end of January
  • Valentine’s Day – long lead pitch in November, short lead pitch up to mid February
  • Easter – long lead pitch in December, short lead pitch up to April
  • Mother’s Day – long lead pitch in January, short lead pitch up to end May
  • Christmas in July – long lead pitch in April, short lead pitch up to end of July
  • Father’s Day – long lead pitch in June, short lead pitch up to September
  • Christmas – long lead pitch in August, short lead pitch up to end December
  • Summer – long lead pitch June, short lead pitch up to end of March
  • Autumn – long lead pitch December, short lead pitch up to end of May
  • Winter – long lead pitch January, short lead pitch up to end of August
  • Spring – long lead pitch June, short lead pitch up to end of November

Contact us today to get your story in the media on time!

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