There are so many strategies to earn awareness and coverage for your topic, organization or cause. One of those strategies that our PR team utilizes from time-to-time is the special observance. What’s a special observance? I’m glad you asked. Surely you’ve heard of National Margarita Day or National Chocolate Chip Cookie Day; you know those observances that always remind you just how grateful you are for the thing being celebrated. We’re going to talk about how to do that for yourself.
Our PR team uses a special observance for the state’s largest row crop each year; maybe you’ve heard that November is Arkansas Soybean Month. In October, the public relations team worked with Gov. Hutchinson’s office to earn a proclamation for Arkansas Soybean Month.
To kick-off the month long celebration, our PR team planned and managed a farm tour to drive awareness for the state’s top crop. We invited journalists, food writers and influencers to Perry County for a soybean and beef cattle farm tour with Arkansas soybean producers. Our guests learned about soybean production and how the industry affects our state.
Did you know that Arkansas’ soybean industry contributes $2 billion to the state’s economy every year?
In addition to the farm tour, we built a traditional media relations plan based on an Arkansas Soybean Month news release and media kit. Our team sent that news release and kit to media across Arkansas to earn coverage for our special observance.
Our team also developed and managed partnerships with locally owned and operated restaurants to educate consumers about the health benefits of soy. We simply asked restaurants to post up Arkansas soybean-branded collateral and add table tents with agriculture facts to their dining rooms. This has been a simple yet effective tactic to get our message to our target audience.
In addition to media relations, partnership building and event planning, our public relations team created organic content to get Arkansans to use soy in their everyday lives. Our team shared soy-based recipes on the client’s website and shared them on the client’s social channels too. We also created a branded cutting board to share with the target audience with attached recipes for a 3-course soy meal.
Incorporating event planning, media relations, content creation and creating collateral are all ways to use an observance to get the word out about your product or service. So the next time you have a big observance, look for a proclamation. It can take a bit of time, but the strategy is proven to drive results that are measurable and reportable.