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Let’s get pitching, pitching……August

I can’t believe it is nearly August, time really does fly and nowhere more so than in the world of PR where e we are always having to think ahead and have been sending out Christmas related content since the beginning of July. To help achieve the media coverage and awareness that you want for your business you need to plan ahead, but I know from experience that when you are running a small business you have to wear all the hats, office manager, new business recruitment, finance, HR and all that jazz. This means that some things get swept aside, one of those things is often PR and marketing. So, to take some of the pressure off I have decided to create a series where I advise you what to do each month. Of course, I could do all the work for you but if you don’t have the time, money, or resources to outsource your public relations, hopefully this list of what to start pitching in August will give you a good starting point.


There are loads of awareness days, so I have just collated a few. If none of these work for you have a quick Google and you will find loads more. If any of these really relate to your business, you may be able to piggyback off them to gain media coverage (e.g. If you are a Yorkshire based business some local publications may be writing about local produce). You can also use these dates to help with your social media content.

Pitching stories around these dates will only really work with short lead media e.g., daily papers, local news, radio and online publications and websites. Keep an eye on Twitter using the hashtag #journorequest to see what journalists are looking for. If you don’t have time to scour Twitter you could sign up for a service like PressPlugs or Editorielle which send journalists requests straight to your inbox.

1st-6th – World breast feeding week

8th – 14th Afternoon tea week

1st Yorkshire Day

6th – Cycle to Work Day

8th – International Cat Day

12th – International Youth Day

13th – National prosecco day

15th – Relaxation Day

19th World Humanitarian Day

19th – World Photo Day

26th – National Dog Day

27th – 29th – Bank Holiday Weekend

If you want to get ahead of the game in 2023 for long lead titles May 2023 will be the best time to pitch for August publications and June/July for short leads.


I have written previously about the difference between short and long leads and how to pitch accordingly. Traditionally, ‘Short Lead’ has a turnaround of about 4-8 weeks from pitching, editing, and publishing whereas ‘Long Lead’ follows a much longer timescale of anywhere from 3 – 6 months.


If your business is food or hospitality-oriented, then Organic September (September 1st – 30th) and Sourdough September (September 1st – 30th) are two key dates to plan ahead for next month. You could use these dates to pitch recipes or launch new menus.

If your business lies within the Third Sector or wellness-oriented industries, some other short-led dates for your diary include: Youth Mental Health Day (September 19th), World Suicide Prevention Day (September 10th) and International Week of Happiness at Work (September 20th – 25th)


Keep pitching for those Christmas gift guides. They are really competitive so get some strong images and choose the products you want to pitch wisely. You can get impressive results and awareness for your business this way.

However, there are plenty of other gift guides and product pages within the next quarter that are worth pitching for. Depending on your business, products or services, some key dates to keep in mind include World Tourism Day (September 27th), International Coffee Day (October 1st), World Vegan Day (November 1st) and one that can sometimes be controversial for small businesses, Black Friday (November 25th).

Plus, if applicable, we’d suggest keeping your eye on Black History Month (October 1st – 31st), World Mental Health Day (October 10th), Halloween (October 31st). Decide what you are doing it could be a PR stunt, a pledge and awareness campaign or something else entirely. With some careful planning long lead opportunities give you a chance to really make your mark and stand out.

If you need any help with your PR or just want a chat about how PR might work for you, please book a free Discovery Call with me or email me at

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