Why awareness days are still a viable PR activity

Updated: Jun 5

One of the ways that we secure national and regional coverage for our clients is through awareness days.


Popular examples include International Women’s Day, World Book Day and Breast Cancer Awareness Month. 


And while it’s true that the media may be a little wary of the more contrived campaigns (it’s not uncommon to see journalists tweeting their annoyance of awareness days), they are still a proven method to get PR. 


Just take a look at these recent pieces of national coverage and you’ll see that they are all linked to Earth Day. 


https://www.telegraph.co.uk/beauty/body/5-easy-chic-ways-planet-proof-beauty-routine/

https://www.mirror.co.uk/news/uk-news/duke-duchess-sussex-share-eight-14446040

https://metro.co.uk/2020/04/22/nasa-created-tonne-stuff-earth-day-2020-12594127/

https://www.thesun.co.uk/news/11455012/sparking-water-giant-sodastream-to-switch-plastic-bottles/

https://www.express.co.uk/news/world/1272116/Earth-day-2020-google-doodle-coronavirus-lockdown-planet-online-activities-bees

https://www.dailymail.co.uk/news/article-8153343/New-stunning-National-Geographic-images-explores-aspects-climate-change-new-issue.html

https://www.standard.co.uk/news/world/nasa-earth-day-observatory-all-time-a4427471.html

https://www.independent.co.uk/environment/earth-day-2020-live-climate-change-what-is-environment-planet-latest-a9477746.html


You just need to bear in mind that the awareness day itself is not a story – but your activity to mark it is. So, don’t roll out an unimaginative response to a national awareness day, be creative, make it interesting and of course, relevant to your business.


Some awareness days are pretty generic and can be suited to several businesses but others are better suited to a certain type of brand. 


Where to begin? 


Like you do with any PR Story! Think about the publications you’re targeting and find the journalists that are interested in awareness days. Shortlist the awareness days you’d like to target and look at the press coverage for those days in previous years. 


How to get your creative juices flowing? 


There are many tactics we use to create content. Firstly, we read the news. We spend time every morning exploring target outlets and finding out what stories they’re currently covering. We follow journalists on social media to get a good sense of the types of stories they cover and are interested in and we also follow other content creators for campaign inspiration. We save our favourite campaigns on Pocket


We also use Google Trends and Answer the Public to find out what the public is searching for.


When it comes to awareness days we also check previous awareness day coverage to see if we can spot recurring themes. 


Once you have your story idea in mind - it’s worth doing a recce on whether any journalists are interested in your idea. You could spend weeks working on a story that’s of interest to no one so a little bit of pre outreach could save you loads of time in the long run.


So what awareness days are coming up in June? 

You can find more awareness days here.  


If you’re looking for a little extra help with PR, then why not chat to us about how we can help?