How to create a ‘Hallmark holiday’ for your PR client

Recently, while working with a nonprofit organization promoting clean drinking water worldwide, we decided to choose a day and name it Clean Water Day locally to promote the cause and educate the public. There are a few things you should consider when putting together a program like this or declaring a day.

1. Ask whether it makes sense to declare a day and what people will be doing on this day.

You need something in mind. This works best with nonprofits and cause-related issues, but if you’re a video game company promoting an agenda, this could work for you in the right circumstances.

What is the overall purpose and how does this fall in with your main line of business? Who are you targeting and what do you want them to do? This is a critical part of the development of your campaign, this could mean the difference between a great project and a bad publicity stunt.

2. Get the word out—before the day arrives.

Unlike some PR campaigns, the news should be delivered long before the day of your event. Ideally, work at least one month out to properly reach the media and your target audience, which you should figure out early on in the planning stages of your project.