Though publicists can wear many hats, one underestimated role is that of Sherlock Homes. Yep, I said it. Those of us who work in PR are constantly on the prowl for the next big opportunity for our clients, and that requires us to be very in tune with what’s going on in the world and pop culture. That’s why I’m sharing a few helpful tips to help you get your sleuth on!
Get creative when it comes to editorial calendars
Most editors rely on annual editorial calendars to plan their stories. In the summer, you can bet you’ll see a ton of beachwear stories, waterproof makeup, and the best vacation spots. In winter, you can count on a number of holiday gift guides and holiday entertaining. While these are definitely topics to hone in on, it’s important to think outside the box, too! Do some digging and find out when the more untraditional, and sometimes trivial, holidays (think Earth Day, International Women’s Day, and National Puppy Day) are, and find a connection to your client.
Hop on the trend bandwagon before it rides off into the sunset
You may not love every trend out there, but most go viral for a reason: consumers can’t get enough! Last year, we saw the unicorn craze sweep the nation by way of the limited time run of Starbucks’ Unicorn frappuccino to lipstick and, my personal favorite, Unicorn Snot, aka: glitter gel. Take advantage of new trends, and stay ahead of the game by trend forecasting so you can identify a story opportunity as soon as possible.
Immerse yourself in pop culture
Let’s face it: people will always care about celebrity news. With that comes many useful opportunities for pitching. Do you have a hair client with products perfect for re-creating Jennifer Lawrence’s beachy waves at the Oscars? A fashion client that carries a similar dress to one worn at NYFW? A fitness clients who’s ripe with expert advice on achieving Gigi Hadid’s abs? Seize these opportunities.
Read, read, read
When you’re not pitching, read as much as you can –– digitally and in print. It’s important to be well-versed in all types of outlets and to know who you’re pitching, and why. You never know when you’ll stumble upon the perfect editors to pitch for your clients! Plus, doing so will likely jog your brain for new ideas.
Kimberly Arnold is ACPR’s Freelance Public Relations Assistant and resident beauty guru. In her spare time, you can find her playing chemist as she tests new botanical oils and extracts for new at-home self-care concoctions.
Photo courtesy of Cassie Rosch, Photographer