Events have a natural deadline -- the date they are being held. Ideally publicity on an event should be in the calendar at least 4 weeks before the event will be held. Announcements on campus may occur from 4 weeks before on up to 2 weeks before the event. A heavy rotation of social media will begin one week before the event.
Lead time: 3-4 weeks (publication deadlines also vary)*
Other News may have flexible deadlines that fall within the perimeters depending on event and campaigns. Example of "other news" includes announcements of grants, general interest articles, achievements of faculty, staff, and students.
Campaigns to promote a product or service may also be planned and have deadlines. It will have a date that is agreed upon between UX and the library unit requesting the campaign. A campaign is an extended (short-term or long-term) series of publicity pushed out in multiple ways to get the attention of a target audience. A campaign may be done in phases.
Sample campaigns from the past include:
promoting Transcribe.unl.edu/yearbooks
Browzine
renovations of spaces