What’s going on in the world?

Before you schedule publicity events, look at the calendar, and check out what’s going to be going on in the world.  If it’s an entertainment event, think of what might be competing for the media attention.  When is the Oscars, the Grammys or the Sundance Film Festival?  If it’s national press attention you’re looking to garner – make sure it’s not the date of the election primary, or the anniversary of a major event.  Sometimes we can’t help when major breaking news distracts the media, but being aware of scheduled events can help you avoid a conflict.