There is no single fixed rule for all businesses, because every organisation has different milestones.
However, the ideal PR timeline follows one simple principle:
“PR should be continuous, not occasional.”
A business that appears in the media only once in a year is considered inactive.
A business that appears in the media consistently is perceived as active, growing, and trustworthy.
Why consistency matters?
- Regular media presence builds brand recall
- Audiences trust businesses they see frequently
- Stakeholders and customers get a sense of constant progress
- Competitors respect companies with proactive communication
- Media becomes more responsive over time
A steady PR flow is always more impactful than a sudden burst once a year.
Ideal PR Calendar Model
A balanced approach is:
🔹 Monthly PR for visibility (minimum)
🔹 Milestone PR whenever needed, such as:
- New product/service launch
- Award received
- Business expansion
- Partnership or collaboration
- CSR activities
- New branches or hiring announcements
- Events, seminars, expos
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