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

[email protected]

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

CNN

Corker: North Korea pulled good PR move
CNN
JUST WATCHED. Corker: North Korea pulled good PR move. Replay. More Videos ... MUST WATCH. Playing on. Play Video. Play MuteMute. Current Time 0:00. /. Duration Time 0:00. Loaded: 0%. 0:00. Progress: 0%. 0:00. Progress: 0%. Live. Remaining Time -0:00 ...


CNNMoney

How major companies handle - and botch - public relations crises
CNNMoney
Before Southwest and Starbucks came Equifax (EFX), Facebook (FB), United Airlines (UAL) and Wells Fargo (WFC). Each of these companies has had to navigate a public relations crisis over the past year and a half. Some have been more successful than ...

and more »

Deadline

Slate PR Promotes 10 Across Team
Deadline
“We are very excited to be recognizing the outstanding work of these team members with these well-deserved promotions,” the Slate PR partners said. “Not only are all of these folks incredibly talented and hard-working executives, they also have great ...


Bitcoin News (press release)

PR: Bitcoin of America Opening New BTMs in 5 Major U.S. Cities ...
Bitcoin News (press release)
Chicago, IL: Bitcoin of America is happy to announce that they will be expanding their services in five major U.S. cities during the next four months. The company, which is headquartered in Chicago, IL, will be opening new Bitcoin Teller Machines ...

and more »

MLive.com

Lambert Edwards buys New York PR firm
MLive.com
GRAND RAPIDS, MI - Lambert, Edwards & Associates is bolstering its national presence with the purchase of a New York financial public relations firm, Owen Blicksilver Public Relations, Inc. The deal announced this week moves LE&A from a Midwest player ...


Forbes

13 Proven Tactics For Getting Free PR
Forbes
For most modern PR professionals, the goal is to get their clients earned media -- press mentions, news features, TV and radio segments, etc. that don't cost anything other than their time and knowledge. These media placements can drive significant ...


InsideSources

Pulitzer Prize Winners Moving to PR: What Does That Say About the ...
InsideSources
The Pulitzer Prize is the ultimate accolade of American journalism, the mark of the best of the best, or perhaps, the culmination of a lifetime of effort in the field. A few publications win more than their fair share–the Boston Globe, the New York ...

and more »

Slate Magazine

Why the Starbucks Racial Bias Training Is More Than Just Good PR
Slate Magazine
For Starbucks, racism isn't just bad PR: It's an existential threat to the entire business model. The job of a Starbucks manager, then, is to constantly be aware of social interactions in the store, and to try to keep it as welcoming as possible to as ...
Anatomy of a PR response: How Starbucks is handling its Philadelphia crisisWashington Post
Starbucks to Close All U.S. Stores for Racial-Bias Education | Starbucks NewsroomStarbucks Newsroom
Unconscious Bias | diversity.ucsf.eduUCSF Office of Diversity and Outreach
TeenVogue.com
all 618 news articles »

CNN

Most of Puerto Rico still without power
CNN
(CNN) With most of Puerto Rico in the dark Wednesday night, Gov. Ricardo Rossello said in a tweet that he has suggested Puerto Rico's Electric Power Authority cancel its contract with a subcontractor that caused an island-wide power outage. An ...
In Puerto Rico, Stadium Lights Glow, Homes Do NotNew York Times
Puerto Rico Series coverageMLB.com
Puerto Rico Loses Power — AgainNPR
AccuWeather.com -Bloomberg -NBCNews.com
all 689 news articles »

Morris Posts PR in Steeplechase at War Eagle Invitational
GoMocs.com
AUBURN, Ala. --- University of Tennessee at Chattanooga runner Haley Morris led a strong showing for the Mocs with a PR in the 3000 meter Steeplechase at the War Eagle Invitational hosted by Auburn University. "We had another good day with Haley ...

Google News

The Ultimate PR Edge: Getting Reporters To Open Your E-Mails

You know that getting publicity is vital to the health... Read More

When Tactics Are Not Enough

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

The Most Important PR In America

Just happens to be public relations activity that alters individual... Read More

PR and the Small Matter of Results

As a business, non-profit and association manager, how satisfied are... Read More

Competition in the News Creates Spin

In larger cities with many outlets they are competing for... Read More

The Press Release: How to Get the Media to Pay Attention!

As many of you already know, promoting and marketing your... Read More

Public Relations Primer Part III: 10 Donts

There are all kinds of smart moves professionals can make... Read More

PR: The Thrill of a Good Idea

The notion that a business, non-profit or association manager can... Read More

Starting A Publicity Program

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

Why PR is a Vital Force

Because it can alter individual perception and lead to changed... Read More

How to Write a Media Release That Wins You Coverage & Exposure

The Today show? The New York Times? Vanity Fair? What's... Read More

Media Training: Why Nobodys Listening to You

SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More

How to Get More Mileage Out of Your Media Coverage

Maybe it played for Kevin Costner in "Field of Dreams,"... Read More

Media Relations: How We Landed on the Wall Street Journals Front Page

Media relations is a great profession.On good days, I earn... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

Is This Any Way to Run Your PR?

You bet!Especially for business, non-profit and association managers who REALLY... Read More

Managers: A Key to Your Survival

Most business, non-profit and association managers live to tell about... Read More

Are You PR-Challenged?

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

Dont Do This to Your News Release!

Hundreds of thousands of News Releases are sent out all... Read More

Think Big

Would you like to be the next Dr. Phil, Suze... Read More

Time Your News Release For Maximum Publicity

"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More

Publicity: Nailing a Media Interview, Part I

The most important thing to remember for any interview: stay... Read More

PR: Short Form for Managers

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

How To Make Time For Public Relations

"Don't say you don't have enough time. You have exactly... Read More

Promoting Your Website Through a Press Release

Have you ever gotten one of those letters from your... Read More