One way to attract media attention is to look at the calendar. Almost every day, week, month, has been set aside to “celebrate” something. Figure out a way to tie your business in with one of these “celebrations” and pitch that back out to the media. Here are a few current examples. For a complete list, check out “Chase’s Calendar of Events,” http://www.amazon.com/Chases-Calendar-Events-2012-Edition/dp/0071766723/ref=sr_1_1?ie=UTF8&qid=1335100720&sr=8-1

Five Calendar Celebrations You Can Convert to PR

1. May is Women’s Healthcare Month.

If your business—in ANY way—ties into women’s health, you should be all over making connections to capitalize on this. If you’ve got a day spa, a bicycle shop, a line of clothing, or a thousand other types of businesses…make the tie in and pitch yourself as an expert to the media.

2. May is National Family Month.

Think about ways that your business intersects with families and promote it. Do you rent canoes, teach foreign languages, design children’s dinnerware? You can tie just about anything into families. For example, I could promote myself as an expert in this area because most women business owners are raising or have raised children while building their businesses.

3. May is Teen Self Esteem Month.

If you’ve written a book on self-esteem, or if you’re a high-school teacher or if you’re the parent of a well-rounded college student who seems to be moving on a great path through on life, that’s right: You’re the expert!

4. June is Rebuild Your Life Month.

If you’re doing something drastically different now than you were ten or twenty years ago, you qualify as an expert in this category. Of course, being a life coach or an occupational therapist also gives you a ticket to this dance. I could claim expertise here because many women are rebuilding their lives when they start new businesses, and I can discuss the topic from that perspective.

5. June 21 is Recess at Work Day

If you’re a massage therapist, how about promoting the fact that you’re doing onsite chair massages for a local company. If you’re a wine distributor, you could do a late-afternoon wine tasting for a small business. Just figure out how you can turn what you sell into a form of play and then promote it!