Relating your campaign either to a holiday (Valentine’s Day, Halloween,
Thanksgiving, Christmas) or to an event (National Secretary’s Week, Elvis
Presley’s birthday) works because it increases your odds of getting coverage.
You must be talking to the press at a time when the press cares, is looking for material, and will listen. So if you reach out with an idea related to Valentine’s
Day on February 12 (not the 17th) you’re more likely to be covered.