Nows The Time To Get Christmas Media Coverage

Publicity seekers know that Christmas can provide a bonanza of media coverage. Every media outlet, it seems is cranking out a special edition on gifts for the winter holidays. So, Christmas is the time to get ink for your product.

For many of these opportunities you need to be thinking at least six months out so that your product or service finds its way into the special sections. Magazines like Better Homes have long lead times, while newspapers have deadlines a few weeks from the holiday. Don't forget trade magazines that reach your customers. Electronic media typically will work closer to the actual holiday date. Another avenue to consider is syndicated columnists, who also have shorter lead times.

A great way to get coverage is to suggest an overarching story idea into which your product or service fits. Think about the users as well as the use for your offering, and think about the publication.

Let's take some of my clients for example. Charleston Cookies might be positioned as part of a story in Southern Living about Gifts of the South, or Gifts For Southerners Who Moved North. Bank of Commerce stock, which is now on sale, could be part of a story on Kids' Gifts That Keep On Giving. Ty Boyd's Executive Speaking Institute might be part of a story on the Gift Of Learning.

A pet store might publicize Warm and Fuzzy Gifts. Your product might fit into Gifts for Teens, Gifts for Executives, Gifts For Chilling Out, Gifts For Those Who Have Everything: you get the idea.

Now, here is what you should send to the media. Send a pitch letter, or email, that explains how the gift fits into their editorial needs and with their readers or viewers. A one-page release and product photos also should be sent. If you send via email, do not attach a bunch of photos. Find out how the editor prefers to receive them and follow her instructions.

Our next task is to decide where to send the information. Yahoo! has a directory of media that you can use for free. There are all sorts of paid services ? like Bacon's - that provide media lists. Better still is the excellent Christmas Gift Guide produced by the League of American Communications Professionals.

Get to work now, and get the gift of coverage this Christmas.

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.

---

Meet The Media

Although media relations is not all there is to PR,... Read More

Media Relations: Should You Pay For News Coverage?

Dear New York Times:I'd like to be quoted in one... Read More

The Press Pack Is Chasing You - Give Them Room

There's good news for public relations execs, marketing professionals and... Read More

Public Relations Primer, Part II: Five Dos

1) Package your story. Two critical elements will help you... Read More

Sure-Fire Recipe for a Successful Public Relations Career

Without a solid, well-designed foundation, few buildings successfully withstand the... Read More

Recessions Dont Last Forever!

It could, but what if it doesn't?Will you be prepared?Will... Read More

Using Publicity As A Creative Marketing Tool

Publicity is an important and often overlooked tool of creative... Read More

The Non-business Business

Think for a moment! If you were to do a... Read More

Know What Matters Most About PR?

When, as a business, non-profit or association manager, you are... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

Prior to launching a new public relations campaign, evaluate the... Read More

Using Media and PR to Your Advantage.

Lights...camera...ACTION.That's what often happens when people think of using media... Read More

Publicity: When Calling a Reporter, Keep it Short

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

Forget The Story Youre Promoting ? Heres What Journalists Really Want From PR People

Although it seems less common these days, there are still... Read More

Killer Press Kits - Press Kits That Demand Attention

So, you've had your book published or you've gone the... Read More

Media Training: How to Avoid Being Misquoted

I often begin my media training sessions by asking members... Read More

How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

How to write a press release is a major challenge... Read More

Business - How to Build it Using the Media

Have you ever noticed that when someone is interviewed on... Read More

Pot Roast and Public Relations (or, How Your Web Site Can Be Your Best P.R. Tool)

Recently I had a craving for... Read More

Publicity: Five Tips for Calling a Reporter

Always ask, "Is now a good time?"Deadlines in journalism are... Read More

Just What Kind of PR Matters to You?

Parties, videos, booklets and column plugs?Or public relations that does... Read More

How To Write A Press Release: The Seven Deadly Sins And How To Avoid Them

How to write a press release that generates free publicity... Read More

The Ten Ps of PR

Everyone is talking about the Ps of successful marketing, so... Read More

Generating Publicity For Your Business: Knowing Your Media Market Is Critical

When starting a successful business venture or launching a new... Read More

Media Relations: What To Do When Youre Misquoted

When ABC News anchor Peter Jennings announced he had lung... Read More

This is the Power of PR

The power of public relations is its ability to alter... Read More

The 7 Deadly Sins of Press Releases

A press release is often your only chance to make... Read More

Get PR Off the Bench

Something that results in your most important outside audiences doing... Read More

Financial Planners Get Free Publicity With Email

In previous articles for marketing-minded financial planners, I've discussed what... Read More

How to Get PR

There is a process for successfully getting publicity about your... Read More

Get Outsiders on Your Side

Especially good advice for business, non-profit and association managers whose... Read More

PR tips for business

Question: Why should your business issue a press release? Answer:... Read More

Press Releases: Not Dead, Just Evolved

Mark Twain once said the rumors of his death had... Read More