How many times have you aligned a pitch with "National (insert cause here) Month?" We're guessing more than once. Today's San Jose Mercury News takes a closer look at the cause of the month/week/day phenomenon from a healthcare perspective, with commentary from Public Relations Society of America (PRSA) CEO Rhoda Weiss:

"There's a day for everything," says Rhoda Weiss, a veteran health public relations consultant and national chair/CEO of the Public Relations Society of America. "We're bludgeoned with all these messages, and they're meaningless. We ignore it."

"If you're only going with the disease of the day to get your message out, it's not going to work," Weiss says. "These groups put so much into that one day, sometimes the resources aren't available the rest of the year."

Will one of your New Year's resolution's be to associate fewer pitches with this tactic? Or do you find it has worked well for you?