" />Timing is everything in PR. Whether it’s a reactive comment on current affairs – such as changing legislation, or a campaign that aligns with present issues, it’s important to stay one step ahead.
And a great way to do so is through seasonal PR.
In the home and garden sector, seasonality drives coverage. You can easily jump on seasonal trends, or tailor campaigns to target consumer demands at different points of the year. At Refresh, we have expertise in helping brands prepare for seasonal peaks. Let us run you through why seasonal PR matters, and how you can achieve the best coverage.
Why seasonality matters in home & garden PR
For brands in the home and garden industry, understanding seasonality isn’t just a bonus—it’s essential. Editors of home and garden publications tend to plan their content well in advance, particularly when it comes to seasonal topics. This means that brands must be prepared months ahead to secure coverage for key seasonal moments.
Many publications, both print and online, structure their editorial calendars around the changing seasons, with content being planned months in advance, but there are opportunities to be reactive with sudden weather changes. This offers a way to keep things topical and in the moment.
Consumer buying behaviour also shifts in alignment with the seasons. For example, the spring season is centred around gardening and planting, while summer is all about outdoor living. Autumn brings a focus on home renovations and prep for the colder months, and winter brings attention to home interiors and energy-efficient upgrades. By understanding these cycles, brands can anticipate consumer needs and create campaigns that resonate with both the media and the target audience.
Examples of seasonal opportunities in home & garden PR
Understanding the seasons provides plenty of opportunities for home and garden brands to pitch relevant, timely content.
Spring: This season presents a perfect opportunity for brands to tap into gardening trends. You can create engaging content around what to plant and when, offer tips, and provide planting guides. Expert quotes from gardening professionals can add credibility and authority to your pitch, making it more compelling to editors. Additionally, with the improving weather, homeowners often look for ways to utilise outdoor storage or organise their gardens for upcoming warmer weather, so this is often a perfect time for brands selling these products to get involved
Summer: Outdoor living takes centre stage during hot weather, with consumers likely to host BBQs, garden parties, and invest in new outdoor furniture. This offers brands a chance to create content around popular garden furniture trends, lighting, and outdoor entertaining. It will also see homeowners looking to update windows or add bi-folding doors to their homes.
Autumn: As the weather cools, homeowners shift their focus to prep and maintenance. So, this is the time for tips on tool storage, preparing homes for winter, and maintaining gardens as the seasons change. Advice about how to prepare the home for winter can catch the eye of editors and readers alike. For instance, brands who stock radiators can offer tips on checking, bleeding and when it may be time for a new one.
Winter: During winter months you will find consumers purchasing cold-weather-friendly items like blankets or thicker duvets as temperatures drop. And with homes beginning to ramp up their heating, there are also plenty of opportunities to pitch content around improving energy efficiency.
Brands can also align with Christmas present ideas. But something to note here is that many publications will start running their gift guides as early as October, so planning ahead is essential.
However, to be in with a shot of landing product placement coverage you must be able to provide publications with:
- High rise imagery of products on a white background so it can easily be inserted into a page layout
- Product prices and details
- A link to the product page
What makes a seasonal pitch stand out?
When publications are flooded with seasonal pitches (sometimes hundreds per week for major outlets), how can your pitch rise above the rest?
Staying aligned with a publication’s editorial calendar is critical to ensuring your pitch lands at the right time. Crafting a pitch that aligns with the publication’s planned content can significantly increase the chances of success.
But you also need your pitch to stand out, so here are a few ways to do so:
- Provide imagery and quotes: Include high-quality images and quotes from brand experts or spokespeople to make your pitch more engaging. Publications often prefer visuals and expert opinions to support content, so these can strengthen your pitch.
- Prioritise clear storytelling: A seasonal pitch should have a clear narrative. You need to say why your idea is valuable for the publication’s audience, and why your brand is the one to provide that insight.
- Show how you can add value to the readers: Editors are looking for material that will serve their audience—so your pitch should answer the question, “What’s in it for them?” Is it helpful advice? Make it clear how your brand provides value.
How Refresh PR helps brands get the timing right
In PR, timing isn’t just everything—it’s the foundation of success. When you understand how to align your campaigns with the changing seasons, you can stay one step ahead of the competition and ensure your brand remains relevant throughout the year.
At Refresh, we work to identify seasonal peaks and craft campaigns that speak directly to consumer interests at those critical times. We will:
- Map PR activity to seasonal media deadlines
- Plan content calendars well in advance
- Provide media insights and trend forecasting
- Coordinate social media activity around key seasons
- Build media relations with publications
Talk to us today about seasonal opportunities
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