The only summer rule to follow!

Don't wear white shoes before Memorial Day. Don't go swimming for one hour after you eat.

Oh please! Summer is well on its way and that means we often are lax a bit on the so-called rules. So many business owners and entrepreneurs take somewhat of a 'vacation' from their marketing and publicity. 

But there is something I always do as soon as the warm weather hits - and if you want to get year-end publicity, then you need to do it too!

Savvy business owners know that the fourth quarter is the most profitable time for any business. To make the most of it, you need to get your product or service featured in a holiday gift guide. Those are the gift sections that start popping up in magazines, newspapers and on TV every November.

Due to the long lead times for these special sections, many media outlets - especially magazines - start looking for gift ideas in the summer. And as the saying goes, the early bird gets the worm. So you need to start pitching your gift ideas now in order to make the cut.

Here's the scoop on some of the major media types and their usual deadlines:

• Magazines - July
• Wires & Syndicates - September
• Newspapers - October
• TV & Radio - November
  

1. Don't  just put your gift suggestion in one category. Be creative. For example, a skin care product is not only a gift for women, but also a stocking stuffer, a gift for a mom to be and a gift for your girlfriends.
2. Keep your pitch as short as possible. Three paragraphs is ideal. Highlight the product, offer samples and photos and don't forget contact details.
3. Check to see who's responsible for the gift guide and what information they want to receive. Some may just one a pitch; others may want a media kit.