Class Is In Session: Pitching Back-to-School Season
by Marissa Lambert
We may be in the thick of summer fun, but Back-to-School season is right around the corner. And as a PR pro, outreach efforts kick off much earlier than you’d think…
Back-to-school coverage starts as early as late June for long-lead publications and ramps up through mid-August for digital and local broadcast. Editorial calendars, social feeds, and inboxes are packed with parents, teachers, students, and brands all prepping for the year ahead. By the time Labor Day rolls around, most editors have moved on to fall holidays. So, if you’re looking to secure top spots in those school supply roundups, the beginning of July is that sweet spot to start engaging media and influencers.
Whether you’re pitching brands targeted at little learners, teachers, or college students, your pitch should serve the reporter or outlet you’re going after, not just your brand. Make sure they have everything they need to complete their story, including high-res images, links to purchase, and samples if requested!
Influencer content performs best when it’s authentic. Seek out creators who are truly in back-to-school mode—parents shopping for their kids, teachers decorating their classrooms, or college students prepping for campus. The easier you make it for them, the more likely they’ll engage with your brand. Offer them curated samples based on their shopping list and content inspiration that will resonate with their audiences!
Below are a few more helpful tips when pitching Back-to-School:
- Tap into what’s trending—like sensory-friendly supplies, viral accessories, etc.
- Don’t be afraid to send a final push in early September—there’s always room for “what’s trending” or “last-minute hacks”.
- Be mindful of the current state of the world—if you have budget-friendly products, put those at the forefront of your pitches and aim for those “products under $$$” roundups.
Back-to-school is one of the biggest seasonal storytelling moments of the year, so bring the energy, creativity, and relevance your brand deserves. Whether you’re aiming for Good Morning America or TikTok’s FYP, make your pitch stand out like a fresh pair of white sneakers on the first day.
Now sharpen your pencils, pack those samples, and let’s get pitching!