Make Your Content Stand Out During the Next Awareness Month

March, of course, is Women’s History Month.
 
But did you know that it’s also Social Workers Month, Nutrition Month, and (I didn’t make this up) Adopt a Rescued Guinea Pig Month?
 
The calendar offers communications and PR pros a bevy of ready-made hooks for content and media outreach. Pick a day, week, or month on the calendar and chances are you can find an opportunity to connect your messaging to a holiday, history month, or awareness day.
 
However, these opportunities also create challenges. In recent weeks, you’ve likely seen your share of tone-deaf Black History Month and Women’s History Month social media posts.
 
Here’s advice on how to avoid falling into these traps and develop meaningful content related to important dates on the calendar: 
 
Tell Authentic Stories
Events like Black History Month are important markers for organizations and brands that value and celebrate diversity, equity, and inclusion.
 
But rather than attempting to shine the spotlight on your organization during such events, find opportunities to elevate stories that illuminate your values and mission.
 
During Black History Month, we worked with Fairfield County’s Community Foundation to profile Black leaders who made a mark on Fairfield County — with the goal of showcasing individuals who are working to create a stronger, more equitable community.
 
The result was a series of poignant stories that connected the goal of Black History Month with the foundation’s mission.
 
Find a Unique and Relevant Angle
The New York Community Trust honored Black History Month through an opinion piece that appeared in a local news outlet.
 
In the piece, The Trust spotlighted New York historic sites and museums that preserve and share stories about Black history — and called on readers to visit and support these institutions.
 
It’s not easy to get opeds placed in big-city outlets. The Trust succeeded because it found a fresh and relevant angle and developed a piece that offered readers a perspective that isn’t typically shared during Black History Month.
 
Create a Meaningful Call to Action
The Trust piece is also an example of how to create an effective call to action — one that asks its audience to do something that is both meaningful and accessible.
 
If you can find a way to inspire people to act, you’ve done more than pay lip service to an event. You’ve found a way to properly honor and elevate the cause.
 
Here are some other resources that can help you build your content and PR strategies:

• Nonprofit Marketing Guide creates monthly content on how to plan content for the month ahead. Here’s its guide for March.

• If you’re looking for unique or quirky awareness days and months, check out the National Today calendar.