PR Resolution: Give Media Plenty of Lead Time

If it's January 2, then that must mean it's time to start seriously brainstorming some Valentine's Day story suggestions.

Though the romantic holiday may seem way off on the horizon--a full 43 days away--a recent story in Pioneer Press newspapers reaffirms that it's never too soon to start planting story seeds with the media. In late October, I sent a news release to print and television media about the fitness transformation of Wayne Arner (pictured, with son Tommy).

Arner is a member of Five Seasons Sports Club in Northbrook, a client of Inside Edge PR for the past two years.

At the time, I was trying to be as timely as possible, in the wake of Arner's competing in a national triathlon championship. You can read about him, and my initial PR approach, in this Inside Edge blog post on Oct. 27, 2008.

Of course, Arner's dramatic weight-loss is a timeless story--and is especially timely as an inspirational and educational New Year's Resolution piece. And that's just what Pioneer Press staff writer Mary Graham did in a recent story bearing the headline "Man of Resolution."

Graham also wrote a sidebar to the Arner profile that included input from Drew Surinsky, who has trained members at Five Seasons Sports Club, as well as Marie Pearson, the club's group fitness director.

A remarkably versatile trainer in her own right, Pearson is the one who first tipped me off to Arner's story and offers important tips for anyone seeking better fitness.