PR people salivate over the chance to pitch seasonal stories.  You may not think you’re product or service is relevant but it might be worth taking a second look.  For example. Fall is a great time for a client who specializes in helping homeowners deal with mold and water issues which may have gone unnoticed during the warmth of our Pacific NW summer:) Although this client is on the front lines, his product and services are not necessarily proprietary.  He likely utilizes a network of manufacturers, distributors and suppliers to do his work.  Maybe your company provides one of those products or services.  These seasonal pieces provide a great chance to leverage timely news with the solutions you provide to a clients business challenge or opportunity.  In other words, the water and mold company could not do their work without finding the proper products and services.  Once completed, a short news story can be posted online, featured in a monthly electronic newsletter, and in this case pitched to specific media outlets.  PR professionals are always seeking new options to communicate key messages.  Inserting your company into a seasonal news story could be an easy target.