How to Tap in to the Holiday Publicity Bonanza

If your product or service can be given as a gift, a publicity windfall awaits at the end of the year - but you need to start working in June. Each December, media outlets cover the newest, the hottest and the most unusual Holiday gifts. The reporters assigned to develop these pieces typically depend on two sources of information:

1. Phone interviews with local store owners

- and -

2. Press materials that have been sent by publicity seekers.

Let's deal with Point 1. Here's a cool trick: In early November, write a letter to stores and major websites that carry your product. Remind them that they may be hearing from journalists soon about hot gift ideas, and request that they consider mentioning your product when that happens. Point out a few reasons why your product is the newest, coolest, best or whatever. Ask the vendor to drop you an e-mail or give you a call if a story results that mentions your product.

Now, on to old-fashioned publicity. When to contact the media depends on the publication or program's lead time (how far in advance of publication or airing the material is developed). Magazines like Woman's Day have a lead time up to six months, so get materials to them now. Newspapers have a lead time as short as a week for feature material, so send materials in November. In between are wire services, medium-lead magazines, "in-flight" magazines and others. To learn the lead time of a particular media outlet, call the editorial department. If that doesn't work, try the advertising department.

What you send should be kept simple -- a press release about your product/service, a pitch letter explaining why it's such a great gift idea, and, if applicable, a disk with color product photos. See our articles "How to Write a Great Pitch Letter" http://www.publicityinsider.com/pitch.asp and "How to Write a Great Press Release" http://www.publicityinsider.com/release.asp for more details.

As you craft the materials, think about where your product/service fits. Based on its nature, cost, rarity or usefulness, it may work with a variety of typical Christmas Gift stories such as: Great Stocking Stuffer Ideas, Gifts for Teenagers, Gifts for the Person Who Has It All, Gifts for Executives, Gifts that Relax, etc. By suggesting a category for your product, rather than simply stating "Here's a product that would make a nice holiday gift", you're making yourself stand out -- and maybe even giving the journalist an idea for a story angle that he or she wouldn't have thought about otherwise. Either way, your chances of getting coverage are greatly improved.

About The Author

Bill Stoller, the "Publicity Insider", has spent two decades as one of America's top publicists. Now, through his website, eZine and subscription newsletter, Free Publicity: The Newsletter for PR-Hungry Businesses http://www.PublicityInsider.com/freepub.asp , he's sharing -- for the very first time -- his secrets of scoring big publicity. For free articles, killer publicity tips and much, much more, visit Bill's exclusive new site: http://www.publicityInsider.com

bill@PublicityInsider.com

---

When Tactics Are Not Enough

Your public relations people are busy. The buzz is all... Read More

Rise of the Creative Class

The fast changing dynamics of the world economy is forcing... Read More

Killing Them Softly

The world has woken up to ethical issues in corporate... Read More

A Powerful PR Strategy

It really is powerful when a business, non-profit or association... Read More

How To Share Your Success Story Without Sounding Like You Are Bragging

A great way to celebrate your achievements and capitalize on... Read More

PR: Short Form for Managers

Experience tells me that too many business, non-profit and association... Read More

What You Dont Know About PR Can Hurt You

And hurt bad if you are a business, non-profit or... Read More

Andrew Bogut - His Big Media Blunder And What You Can Learn From It

Andrew Bogut, the Australian basketballer is now officially in the... Read More

Getting to Know Your Local City Council Members

The easiest way to meet city council members is to... Read More

Write Press Releases That Dazzle

When a reporter is wowed, intrigued, surprised or captivated by... Read More

Public Relations: Why it Works

The short answer is, it works best when its fundamental... Read More

How to Write News Releases that Get Noticed

What do you do with junk mail? Are you like... Read More

Managers: Get Real, Please!

Personnel mentions in the newspaper and product plugs on radio... Read More

Making Your Own News

Getting a press release published in a newspaper or magazines... Read More

Starting A Publicity Program

Successful buisnesses know that media attention reaches consumers better than... Read More

Why Not Juice-Up Your PR?

Say, from tactics like special events, brochures and press releases... Read More

Are You PR-Challenged?

You won't be if you accept a very simple premise.... Read More

Why News Releases Fail

Sorry about my otaku with this issue (otaku = more... Read More

Advertising and Community Relations -- Get the Best of Both Worlds

Have you ever noticed that in communities without big universities,... Read More

Lets Blow The Lid Off Public Relations

And show it for what it is - a humdinger... Read More

Writing A Press Release

News releases (also called press releases) are an important part... Read More

How Public Relations Changes Minds

Public relations changes minds in the process of delivering what... Read More

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviors peculiar... Read More

3 Reasons to Tap into the Power of Publicity

Publicity is obtaining editorial coverage or features for your business.... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

How to Create Quality PR Results

For many of us, the word quality is closely related... Read More

Why Not PR That Gets Real Results?

And not results you can measure only in terms of... Read More

What Some Pros Know About PR

They know they had better do something positive about those... Read More

Publicity: When Calling a Reporter, Keep it Short

When you are planning to call a reporter for the... Read More

Writing a Press Release: The Medias Dirty Secret

There's a dirty little secret about press releases that the... Read More

Three Communication Secrets of The Great Communicator

I've worked in media and public relations for 20 years,... Read More

How to Generate Free Publicity for Your Product, Service, or Cause

One of the most misunderstood and most underutilized promotional tools... Read More

How PR Helps Fiercely Competitive Managers

Fiercely combative business, non-profit and association managers use every PR... Read More