Watching golf on TV this weekend, I was reminded of the time years ago when our friend Paul Hartunian was doing PR consulting for a golf putter company.

Paul figured one of his client’s best media opportunities was to comment when a big-name golfer missed a critical putt and lost a major tournament. Paul knew in any given golf season, this would invariably happen – he just didn’t know when and to which golfer – so he prepared a press release template for when it did.

Paul’s client watched the big tournaments on TV and one day when a major player missed a critical putt, they quickly dropped the player’s name into the template and within three minutes had the release out to producers at sports radio stations. It worked like a charm and within mere minutes they were booking interviews. How can you use a similar strategy? What news events are similarly predictable surrounding what you promote?