Break out the databases and the brooms, flacks. It’s Sweeps Month!
The word means several things to many people, but in the world of media, it only means one thing — money. And for the world of PR, it should mean one other thing – opportunity.
You will note every February, May (and July), and November, local TV networks begin to dust off its investigative reporters, gives a raise to its consumer reporters, start to offer more touchy-feely stories before the weather, issue a “three-part series” on such, and acts like the boss is watching.
Because he or she is watching.
“Sweeps” is the time when raises are handed out. Check out national TV. You know how your show breaks for the summer and saves those finales for around May, or before Christmas around November? That’s right. Because people check out for the summer and the holidays since TV doesn’t matter as much. Local networks follow suit, which means flacks have a great opportunity to pull out the greatest hits and, with a little elbow grease, can earn some sweet client hits.
Here are a few ideas how…