Many natural brands are excited to participate in observations intended to raise the profile of important health issues, like Breast Cancer Awareness Month. While these special occasions seem like great PR opportunities, marketers are often disappointed by a less-than-enthusiastic response from media. But, with careful planning and the right touch, you can increase coverage. Public relations busy beeĀ (it’s national honey month after all) Anna West has five key tips to help organizations make the most of these observances: