Should you use national awareness events to gain media coverage?
These days there seems to be an awareness day, week, or month for pretty much everything. Heard about World Nutella Day? Or National Drink Wine Day?
Now we’re the first to admit, some public relations (PR) agencies or consultants may have created some of these in the first place ultimately for their client’s gain. But other events really are genuinely worthwhile and a great opportunity to shine a spotlight on a vital cause.
In the world of PR, timing is everything. National awareness days, weeks, and months present a unique opportunity for businesses, brands, and charities to connect with their audience in a meaningful way while sometimes generating media coverage. But should your organisation jump on this bandwagon? The short answer is it depends. Here’s what you need to consider.
- Does it align with your organisation’s mission and values?
The first step is ensuring the awareness day or month aligns with your brand’s core values or mission. If your business focuses on sustainability, participating in Earth Day (22 April) can feel authentic. If you’re a health-focused brand, then Mental Health Awareness Week in May could be a fitting opportunity. Relevance is key, so don’t just participate for the sake of gaining media coverage. Your message needs to resonate with your target audience.
- Can you create meaningful content and not just a marketing pitch?
National awareness events give you a chance to offer value, not just visibility. Instead of simply pushing your product or service, think about how your brand can provide insight, resources, or support related to the awareness events theme. For example, a charity can use National Volunteer Week to highlight their work and call for volunteers, while a brand might share tips or data related to the cause. Be informative, empathetic, and engaging, and don’t let your participation feel like a blatant sales pitch.
- Does the timing work and is it relevant to the current news agenda?
The media is flooded with pitches around these days, weeks, and months, which means competition for attention can be high. Plan ahead and pitch your ideas early to journalists. Consider how your business, brand or charity can stand out. Is there a unique angle you can bring to the table? Can you share compelling statistics, expert commentary, or personal stories that tie to the awareness event? Tailor your pitch to make it newsworthy, offering a fresh perspective or a solution to an ongoing issue.
- Does it work across different communications channels?
Awareness days are perfect for amplifying your message across various communications channels like social media, newsletters, your website and internal comms to staff. Use these opportunities to engage your audience beyond traditional media coverage. By using a mix of owned and earned media, you can build a deeper connection with your audience.
- Are you being authentic and avoiding ‘cause washing’?
Authenticity is crucial. Audiences are quick to see through brands or charities that capitalise on causes purely for self-promotion. Avoid the trap of ‘cause washing’ where it feels like your participation is merely a marketing strategy. Your actions and messaging should reflect a genuine commitment to the cause, otherwise it may backfire, resulting in a lack of trust.
In summary
National awareness days, weeks, and months are valuable opportunities for media exposure, but only if they align with your organisation’s authentic purpose. Approach these events with thoughtful planning, meaningful contributions, and a strategy to stand out from the noise. If done right, they can create lasting relationships with your audience while benefiting both your brand and the cause.
If you think your business is ready to take advantage of an upcoming awareness event, or you want more tips, then drop us a line.