If you make a product or provide a service that will help people save time or money, make them healthier, make them more comfortable or help them in any other way around a holiday or anniversary, let the media know. Health clinics, for example, can produce simple charts that show the difference in calorie counts for
a traditional Thanksgiving feast, compared with the "lighter" version made without cream, butter or other fattening ingredients. Offer them to newspaper food editors. A massage therapist can offer to appear on a radio talk show and share tips for giving that special someone a relaxing massage for Valentine's Day. A caterer who makes home-cooked meals for families can pitch a story about how more and more customers are buying certificates for meals and giving them to their moms for Mother's Day.
For more ideas on how to piggyback holidays with what you have to offer see Special Report #14 "How to Piggyback Story Ideas onto Holidays and Anniversaries"