Autumn is more than changing leaves, cosy content and pumpkin-spiced everything – for businesses, the season offers a timely opportunity to join conversations already happening amongst customers, journalists and audiences.
The key is looking beyond a simple mention of autumn and instead, asking what does the season change for our customers, our industries and our areas of expertise? That question can turn a seasonal moment into a strong PR opportunity.
1. Turn seasonal trends into expert content
Businesses should consider what their audiences are thinking about as autumn arrives – is it a pre-budget comment, a new pipeline of works, a quarterly financial update, or a new menu?
These insights can become expert-led media articles, social posts, blogs and short-form videos alongside other content types.
2. Use data to create a news story
Seasonal research can provide a particularly strong media hook and companies can survey customers or analyse their own data to uncover trends around client behaviour in autumn.
A headline such as ‘What autumn spending habits reveal about consumer confidence’ offers journalists a much stronger story than a generic seasonal campaign.
3. Build reactive opportunities into your strategy
Autumn also provides plenty of opportunities to respond to the news agenda, whether its energy costs, changing weather, budget planning, the lead up to the festive period or last quarter learnings – these all create opportunities for commentary. The important thing is to provide expertise-led content and ensure there is nothing too overly promotional.
4. Think beyond one form of content
One strong seasonal idea can become a press release, blog, social carousel, video, newsletter and media pitch. Effective seasonal PR isn’t about forcing autumn into your content calendar, it’s about identifying where the season intersects with your audience’s lives and using your expertise to add something useful to those conversations.
ENDS