In the midst of summer vacation, it may seem difficult to turn attention to the fall. However, now is the time to begin planning PR campaigns related to back-to-school stories. Most newspapers, television, radio and online outlets will begin back-to-school coverage as early as August.

As always, journalists are looking for new ways to cover an “old” topic. This can include a vast array of experts and products, including fashion trends; supplies; food and nutrition; technology; organization; after-school programs; online safety; street safety; school-life balance; and more. Leverage this seasonal opportunity by finding a way to insert your expertise or product into the story.

In order to ensure that you “make the grade,” keep the following steps in mind as you develop your campaign:

A: Advance Planning - Most of us have had to cram for an exam at some point in our lives, but avoid compromising your results in your PR campaign by allowing yourself sufficient time to plan your campaign and put it into action. Give yourself at least a month to develop any ideas, promotions, press materials and/or partnerships; and then several weeks to pitch your story to the press.

B: Broadcast Your Message - Once you’ve planned your campaign, it’s time to get it out to the world. Pitch newspapers, radio, TV and online outlets (as appropriate for your goals and objectives) to broadcast your message.

C: Collect Coverage - Always make sure to gather any clippings or appearances you’ve done. These can be leveraged for years to come in both your online and offline efforts. Take your traditional press and utilize it to further expand your business opportunities. Need more info on this? You can read our series on leveraging your traditional press here: http://www.prtakeoff.com/secrets/learning-to-leverage-media-coverage/