The terrible nighttime TV, a heat index of 102, and a beach vacation on the horizon all add up to one thing if you work in PR: It's beginning to look a lot like Christmas.
It’s that time of year when long-lead editors are pulling together winter editions. November and December media are rife with gift guides and lifestyle pieces that bring in readers and big advertising bucks—not to mention prime media placement for your clients.
Just last week there were already a few queries on Help A Reporter Out for holiday media. If you don’t have your hook handy, it’s time to start planning any long-lead holiday PR.
Even short-lead targets require longer lead times around the holidays than you might expect. In 2008, PRNewser
released this friendly reminder: It's Never Too Early To Start Your Holiday Pitching
, citing that there were already 23 pages of holiday-themed press releases—all before Halloween.
The lesson: Get well ahead of the competition.
Your client can’t shine if you’re just another “How to beat holiday stress” or “entertaining tips” pitch this year. Between October 2009 and January 2010, on just one wire service, roughly 35 percent of posted holiday releases focused on holiday entertaining. Another 32 percent were about travel, and 13 percent dealt with stress.
Not sure what to pitch to these editors? Survey data is one element that will help your pitch shine. Stay tuned for more ideas to keep your pitches hot over the holidays.
Nathan Richter directs PR polling for Wakefield Research. There he leads the editorial panel, a team of journalists and opinion experts who advise agencies on how to use market research to drive press coverage. A version of this story appeared on the Wakefield blog, Stats and Storylines.
This story first appeared on PR Daily in July 2011.