Calendar Hacks to Boost Your PR Game

Turn Calendar Moments into Powerful PR Opportunities

Have you heard the expression “Timing is everything?” This rings true for anything from a comedy routine to a proposal–and especially when it comes to your marketing and PR efforts.

In a world where attention spans are short and headlines change by the hour, timing your message right can make the difference between getting coverage and getting crickets. If you’re looking to earn media coverage, boost brand visibility, or generate buzz, one of the most powerful–and most accessible–tools at your disposal is something you already use every day: the calendar.

By strategically aligning your brand’s story with seasonal events, awareness months, or holidays, you can turn ordinary pitches into timely, relevant stories that media outlets are actively looking for. It’s not about forcing it–it’s about being in the right place at the right time.

Why Calendar Tie-Ins Work

Calendar tie-ins are a PR power move, plain and simple. So, what makes them so effective?

They align with editorial planning

Media outlets plan content weeks or months in advance around predictable themes. By aligning your pitch with these known content cycles, you’re serving up exactly what editors are already looking for. Think of it this way: A pitch about ways to boost your brain health is solid, but when it’s tied to Brain Awareness Month in June? That’s newsworthy.

That’s exactly how we helped ComForCare land a feature in Forbes—by tying their expertise in dementia care to a timely national conversation around brain health. The story didn’t just showcase their services, but positioned them as a credible voice during a moment when the topic was already in the spotlight.

They shift your messaging from promotional to purposeful

The best PR doesn’t feel like advertising. Calendar tie-ins help shift your narrative from “Here’s what we sell” to “Here’s what we can contribute to this timely conversation.” It creates space for your brand to show up in a meaningful way, not just a promotional one.

This shift from promotional to purposeful messaging is especially impactful in franchise development. By aligning your brand with relevant calendar moments, you can showcase your franchise opportunity in a way that resonates with potential franchisees. Instead of merely highlighting the business opportunity, you’re positioning it as a solution to a current need or challenge, creating an emotional connection that makes your franchise offering more compelling.

For example, if your franchise brand is looking to expand, highlighting current franchisee owners is a great way to do that. Clean Juice used Women’s Small Business Month to highlight franchise owner Angie Lacey and how she found success in pursuing her passion.

This approach allows prospective franchisees to see the bigger picture: how becoming part of your brand not only serves their entrepreneurial goals but also ties into broader cultural or seasonal conversations. There’s no better salesperson for your brand than a happy franchisee, and calendar tie-ins create the perfect opportunity for them to share their story in a way that resonates with prospective owners who see themselves on a similar path.

They give you constant momentum

By mapping out key calendar moments ahead of time, you’re never scrambling for story ideas. Instead, you can develop a proactive PR strategy that keeps your brand relevant and visible throughout the year. It’s consistency with intention.

Take Neighborly for example. With a network of more than 400 veteran franchisees, Thunderly helped highlight some of their top veteran franchisee owners during related holidays like Military Appreciation Month and Veteran’s Day. These stories didn’t just celebrate individual successes, but reinforced Neighborly’s commitment to veteran empowerment and kept the brand top of mind during key cultural moments.

Cynthia Williams, Neighborly veteran franchise owner, featured in Military Families Magazine.

They add built-in relevance

Tying your message to a timely moment gives it immediate context and cultural relevance.

Some moments may not have an official name or dedicated month, but they’re universally recognized. Take flu season, for example—CNBC tapped into that timely concern to publish a piece on rising health issues and proactive solutions. Thunderly secured a feature for Neighborly in the article, showcasing how professional home cleaning services can help reduce the spread of germs and keep households healthier during peak flu season. Home services and healthcare was an unexpected pairing, but it worked because it addressed a real, urgent concern in a way that felt relevant and practical. It’s all about meeting the moment.

How to Make Calendar Tie-Ins Work for You

Calendar-based PR isn’t just about posting on a holiday; it’s about using timely moments to amplify your brand’s voice in a way that feels natural, relevant, and valuable. To do that effectively, your approach needs to be thoughtful and strategic.

Build an Editorial Calendar

Create a month-by-month plan of awareness days, seasons, and cultural events relevant to your brand. Think both national and niche.

Pitch and Post

Take a look at Thunderly’s National Employee Appreciation Day post. We were able to highlight our employees and give them a well-deserved shout-out. This post drove strong engagement and amplified the message that our team isn’t just talented, they’re the best of the best.

The Thunderly team at our annual Retreat.

Match the Moment

Ask yourself: Does my brand authentically connect to this theme? Find the intersection between your story and the cultural moment. For example, Empower Brands used National Home Improvement Month to talk about their services: “At Empower Brands, our teams are dedicated to ensuring that your home improvement ventures are not just effectively completed but executed to perfection.” This is a perfect example of how to take advantage of timely calendar tie-ins that fit with your brand seamlessly.

Empower Brands influencer campaign for National Home Improvement Month.

(For more, check out Thunderly’s National Home Improvement Month campaign case study for Empower Brands)

Orange Leaf tapped into the spirit of Valentine’s Day by sharing the heartwarming story of high school sweethearts who turned their love story into a shared dream: opening their own franchise. It was a perfect blend of romance and inspiration, capturing the holiday’s theme while sparking interest among potential franchisees.

Anyone can post or pitch on a holiday. At Thunderly, we turn calendar moments into conversation starters and make sure your brand is driving the buzz, not chasing it.

Find Your Brand’s Sweet Spot

Not every holiday or awareness month is the right fit for your brand, and that’s a good thing. The key to successful calendar-based PR is alignment. When your message matches the moment authentically, it resonates more deeply, earns better media traction, and builds real brand equity.

So, how do you find your PR sweet spot? Start by identifying three key things: Your industry or category, your brand values and mission, and the audience you want to reach.

From there, it’s all about narrowing in on the moments that naturally make sense. The most effective tie-ins aren’t forced; that’s what makes them so powerful.

The sweet spot is where your brand’s voice naturally belongs. Don’t just show up because everyone else is, show up because your message adds something valuable to the conversation.

May: A Month Full of PR Gold

Let’s take May as an example, as it’s bursting with opportunities for businesses across industries:

National Small Business Month
- Perfect opportunity for franchising success stories, local business growth, entrepreneurial advice, and spotlighting founders.
Mother’s Day (May 11)
- A natural tie-in for parenting brands, thought leaders, female founders, and family-focused services. Think heartfelt stories, “mompreneur” features, and emotional campaigns that resonate with a wide audience.
Mental Health Awareness Month
- A strong hook for wellness brands, workplace culture experts, or any company prioritizing mental health. Share your internal initiatives, expert advice, or stories that normalize the conversation.
Graduation Season
- From education and career coaching to financial planning, this is the perfect time to speak to grads, parents, and educators with timely tips, support, and celebration.
Military Appreciation Month
- This is a meaningful opportunity to recognize and support those who have served. Brands with ties to veteran communities, military families, or service-based values can share personal stories, or highlight veteran employees and entrepreneurs.

Tying your franchise messaging to key moments like National Small Business Month or Memorial Day can help elevate awareness of your brand. Whether it’s showcasing your franchisee success stories or highlighting how your brand supports veteran communities, these calendar hacks make it easier to engage potential franchisees in a way that feels relevant and timely. By aligning your franchise marketing efforts with these high-traffic dates, you ensure that your business opportunity stands out in a crowded marketplace, creating buzz and driving interest from prospective investors.

No matter your niche, May gives you an open door. You just need to know how to walk through it.

A Little Thunder Goes a Long Way

At Thunderly, we specialize in helping brands not just chase the news cycle, but become part of it. Calendar tie-ins are one of the simplest, most effective ways to amplify your visibility and land meaningful media hits. Whether you’re looking to increase visibility, land earned media, or simply stay ahead of the game, we’re here to help you make the most of every moment.

Ready to align your brand with the moments that matter? Let’s make some noise–right place, right time. Contact Thunderly today, or email jmonson@thunderlymarketing.com for more information.