PR Happens
No Time Like the Present

I’m all for a beautifully cohesive marketing campaign. Strong foundation? Yes. Gaps filled? Absolutely. Tools sharpened, systems humming, every moving part firing on all cylinders? That’s literally our job as publicists.

And yes—strategy matters. It’s essential.

But here’s where things go sideways: when “strategy” turns into overthinking, second-guessing, or waiting for some mythical perfect moment that never actually arrives.

PR is ongoing. It has no official start date, no expiration date, and no pause button. PR doesn’t wait for permission.
PR happens—any time.

Stop Overthinking. Start Moving.

One of the most beautiful things about PR is its flexibility. It can work with a full-blown, multi-channel campaign—or with just a few smart, well-timed components. It adjusts to your budget, your bandwidth, and your level of know-how.

And yet… business owners and publicists alike love to overthink it.
Cue missed opportunities.
Cue hesitation.
Cue cracks forming in what was otherwise a solid foundation.

Momentum doesn’t die from lack of ideas. It dies from too much thinking and not enough doing.

The Holidays Are Not a Time-Out

The holidays are here. Does that mean it’s a bad time to launch PR or marketing efforts? Should you “circle back” in January?

Hard "no".

Media happens all the time. Hard news and fluff are always in demand—and during the holidays, fluff is king. Food, beverage, and hospitality stories thrive on celebration, indulgence, and seasonal cheer.

Translation:
Send the press releases.
Submit the recipes.
Pitch the photos.
Promote the events.

If you’re in food, beverage, hospitality, or lifestyle, the holidays are not a slowdown—they’re a spotlight.

Winter Is Not the Enemy

Thinking of easing off the marketing gas pedal once winter hits? That’s old-school thinking.

Yes, weather happens. Yes, people hibernate. But guess what? They’re still scrolling, still reading, still planning, still looking for reasons to leave the house—or something interesting to talk about online.

We’re living in a time of endless platforms and abundant creative talent. Add historically high competition to the mix, and suddenly “lying low” looks a lot like falling behind.

There’s no season where marketing your brand makes less sense.

There Is No Perfect Formula

PR timing isn’t an exact science. Sure, analytics help. History gives clues. But none of it is foolproof. If it were, we’d all be retired by now.

Instead of waiting for ideal conditions, use the season to your advantage.

You’ve got a captive audience. Now’s the time to pull them off their couches with bold ideas and generous offers:

  • A patio ice bar sponsored by your spirit distributor
  • A warming Spanish wine and tapas night
  • A month-long cooking class series
  • Snow-day specials (yes, really)
  • Built-in weather backup dates that show you’re thinking ahead

Fill the calendar. Give customers an escape. Give media and influencers something to talk about. While others hunker down, you move forward.

That’s how brands win attention.

Lean Into the “Slow Season” Myth

Those so-called “slower” months? They’re gold mines. Media outlets often offer better advertising packages, bonus placements, and future incentives during these windows.

Reach out. Ask questions. Make deals.

Host a few gatherings for bloggers and Instagram influencers. Keep your social feeds active. Keep your brand interesting. Keep people curious.

Silence is not a strategy.

Final Word: Don’t Sit This One Out

Avoid winter FOMO. Don’t be the operator watching from the sidelines while other brands’ ideas take off.

Experiment. Take risks. Enjoy the process.
Because PR doesn’t reward perfection—it rewards participation.

And remember:
There’s no “right time.”
There’s only now.

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