Why Fall Is the Perfect Season to Refresh Your PR Tools

Seven proven strategies to close the year with momentum

Fall is a season of transition—back to school, back to business, and back to focus. For younger companies especially, it’s also one of the best times to rethink your PR strategy. The summer slowdown is behind us, budgets and editorial calendars are being set for the new year, and decision-makers are paying attention. That makes fall the perfect window to try new approaches that can elevate your visibility and credibility before the year closes.

Building a voice with a variety of tools keeps the conversation fresh and builds market momentum faster-Donna Loughlin

At LMGPR, we’ve seen how smart companies use this season to create momentum. Here are some proven strategies, with three steps to get you started on each:

Publish a White Paper to Educate the Market

Editors and investors alike are looking for substance. A white paper positions your company as a thought leader by distilling complex ideas into accessible insights.

Three ways to get started:

• Identify a problem in your industry that your company is uniquely positioned to solve.
• Back your insights with data, case studies, or customer stories.
• Design the white paper with strong visuals and plan for distribution via press, social, and your website.

Host a CTO Roundtable

Technical leaders often have deep insights, but they don’t always have the platform to share them. A roundtable elevates your CTO while fostering valuable industry conversation.

Three ways to get started:

• Choose a timely theme (e.g., AI safety, mobility trends, supply chain innovation).
• Invite a mix of customers, partners, and analysts for credibility.
• Capture the event (video or transcript) and repurpose highlights into media pitches or blogs.

Launch a Customer/Partner Webinar

Your customers and partners are your best advocates. A webinar can showcase how your product is solving real-world challenges. Choose ither customer or partners to team up with and zoom in on a real world problem. Zoom has a pretty turnkey platform for webinars and can easily be imported into social media and YouTube platforms.

Three ways to get started:

• Select one or two customers with compelling success stories.
• Keep the webinar under an hour and leave time for Q&A. Poll questions in advance vs live.
• Promote the replay on LinkedIn, YouTube, newsletter and social media.

Be a Podcaster

Podcasts give leaders space to share insights and vision in an authentic, conversational way. You can either be a guest or take the leap and build your own platform and use for thought leadership, partnerships and sales. I have been on over a hundred podcasts but creating one takes extra power and grit. Leadership, entrepreneurship, tech and innovation and vertical market topics are bountiful.

Three ways to get started:

• Create a podcast topic and develop abstract pitches
• Develop talking points that highlight your expertise without sounding like an ad.
• Share the episode links across your company channels for added reach.
• Build a target list of 10–15 podcasts that align with your audience. Be patient as some shows are booked 6 months to a year so start with shows that are weekly or daily for a better selection rate. Submit 4-6 new shows a month to build cadence.

Take an Old-Fashioned Media Tour

If you’re in the B2C space, the holiday season is prime time for an in-person or virtual media tour. Many publications offer satellite tours to showcase products on TV and the free gift guide circuits are in full swing. For B2B it's a great time to double down on analyst tours and think about 2026 predictions.

Three ways to get started:

• Identify top lifestyle, tech, or consumer reporters ahead of holiday gift guide deadlines.
• Prepare product samples, demos, or data-driven story angles.
• Follow up promptly with visuals and a concise media kit.

Host an Intimate Media Dinner

Breaking bread creates lasting connections with journalists and influencers. The key is picking a time that doesn't conflict with regional tradeshows or event noise. Hosting regional events where key customers are located in major cities such as New York, Chicago, Boston etc are great ways to build cadence with editors in those markets.

Three ways to get started:

• Lead with a never been published key report or research finding vs company general news.
• Invite customers or market analyst to add insights and hands on experience.
• Choose a location that reflects your brand personality—casual but professional.
• Keep the guest list small (8–10 people max) for meaningful conversation.

Launch a Newsletter on LinkedIn or Hive

Newsletters build a recurring touchpoint with your community and position your brand as a consistent voice.

Three ways to get started:

• Pick a publishing cadence you can stick with (monthly or biweekly).
• Curate content that blends company news, industry insights, and thought leadership.
• Promote each edition across social channels and invite subscribers at every touchpoint.

Why Now?

The final quarter of 2025 is approaching but its not to late to make a shift in your strategy and bolt into Q4. If you wait until January, you’re already behind. By trying new approaches now, you’ll head into the new year with stories in play, media relationships in motion, and momentum on your side.

The best time to start was last year. The second best time to start is right now— Seth Godin

LMGPR Knows

With 25+ years guiding startups and market leaders alike, LMGPR brings newsroom discipline and storytelling expertise to every campaign. From white papers to webinars, podcast tours to newsletters, we’ve helped more than 500 companies amplify their voice and secure relevance when it matters most.

This fall, don’t just go back to business as usual—step into the season with a refreshed PR strategy.

Book a 20-minute consultation with me this fall to explore how we can refresh your PR program and set you up for success in the year ahead.