Hey PR peeps!
As most people around the globe are gearing up for the holidays, stressing about shopping, wrapping and cooking…those of us in the PR realm are fretting (and sweating) about the competitive world of holiday segments and stories. If you are a business offering a service or product, the holidays are an optimal time to get your brand out in the public eye.
The snafu with this theory is that you are in competition with every other brand out there! Even if you have a great unique product at an affordable rate, it’s hard to compete with powerhouse companies that have a media savvy spokesperson.
So what’s a small business to do?
First, to beat the competition you need to be ahead of the game. Start planning your holiday pitches at least three months in advance for long-lead media like taped television shows and monthly magazines. When it comes to daily newspapers, blogs and live TV, you don’t need to send material that far in advance.
Keep in mind, reporters get thousands of emails a day. Make yours stand out with a catchy subject line and include photos in the text of email to bring your idea to life. However, try not to add attachments to initial email. These generally get red flagged and tossed in recycle bin, especially if you don’t have a relationship with the reporter.
Lastly, keep your pitch short and sweet. Why would the outlet’s readers or viewers be interested in you or your product? Bullet a few ideas/talking points. And make the deal sweeter by offering them a discount or promo code, especially in the spirit of the holidays!
Good luck and God Bless.
Photograph is by Julia Harrold