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Have Yourself a Merry Little Christmas - 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.aspfor 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.
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
Nashua Telegraph, NH - 2 hours ago
"I've always been a numbers geek," said Colitti, who is responsible for the department's release of data after major holiday weekends. safety on the throngs ...
HOLIDAY TRAFFIC STATISTICS Nashua Telegraph
all 3 news articles
Florida Today, FL - 9 hours ago
19, 22 and 23, dates when many people had scheduled holiday travel. Teachers also are concerned that attendance will be poor and grades will suffer. ...
Sunday Herald, UK - 15 hours ago
But when it comes to holidays, we have done quite the opposite. Instead of staying at home and counting our coppers, more Britons have left their mounting ...
Exclusive: Holidays will costa lot more next year Mirror.co.uk
all 2 news articles
Times Online, UK - 15 hours ago
It’s rare to get all three in one holiday. Now you can, courtesy of the latest hotlist of eco-destinations At one time, choosing a holiday was a no-brainer. ...
Independent, UK - 15 hours ago
The fall against the euro has done more than make holidays abroad more expensive and the fall against the dollar has done more than stop us benefiting from ...
Montgomery Advertiser, AL - 5 hours ago
But just a bit of planning now can mean a happier holiday. With the sluggish economy, high gas prices and rising food costs, a lack of early financial ...
PR-CANADA.net (press release), Montenegro - 3 hours ago
Vail Resorts is giving travelers a reason to celebrate the holidays this winter on the slopes at Vail, Beaver Creek, Breckenridge and Keystone and at the ...
CCTV
CCTV, China - 3 hours ago
The travel market is experiencing an upsurge, with the Mid-Autumn Festival just a week away.and the National Day Holiday Golden Week early next month. ...
Times of India, India - Sep 5, 2008
Panaji: The Goa administration has been literally paralysed with government staff coinciding their leave with the Ganesh festival holidays. ...
4Hoteliers, Hong Kong - 14 hours ago
Whilst the cost of everyday household items and food increases, it seems that the cost of holidays has dropped significantly. Cruise holidays, once the ...
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