Take Advantage of the Holiday Lull To Get Great Publicity

The first two weeks of December are a whirlwind of activity,  most people are trying to finish up their work for the year or get ready for next year.  Everyone wants to get as much as possible done so that they can take last two weeks of December off.   The world seems to stop from December 15 through the New Year.

Thing is, the world does NOT stop — especially the media.  Everyone is on vacation, but newspapers still need to fill up space, radio and TV stations are still broadcasting.  Traditional wisdom was that you shouldn’t try to reach people over the holidays.  However, with the advent of e-mail, blackberries and a 24 hour news cycle, reporters are staying more connected.  The end of December is a terrific time to pitch the media.  They are looking for content.  Also, people are home and reading the papers more.  Here are some tips for successful holiday pitching.

1. Make your pitch relevant to the holidays if you can.  For example, a wellness coach could write about holiday stress and weight gain.   A virtual assistant could write about how they help their clients get ready for the holidays. Alternatively, you could write articles about January topics such as health, organization and/or New Year’s resolutions.  Remember tips sheets are valid news.  Old blog posts and articles and sometimes easily be turned into press releases.

2. Instead of just sending out a press release, also consider pitching the reporter directly.  Read the publication and email the reporter that covers your topic.   Comment on the stories you have read.  Ask how you can help them, suggest some possible story ideas.  Directly e-mailing the reporter is probably the best way to get coverage.

3. Send out your press release.  Even though reporters don’t prefer press releases, search engines love them.  Send your release to free press release sites.  Also, don’t forget to post your release to your own website.

3.  Nobody wants to work THAT hard toward the end of the year.  So, be prepared.  Have a well written article ready, along with visuals if you have them. Be sure that you have a decent headshot to give the reporter if they ask.  Let the reporter know that you have visuals, but don’t send them unless they ask.

4. Include a call to action in your release.  Do you have an upcoming program in January?  A new product?   Be sure to mention it in the last paragraph of your release.  Include a link to your website and contact information to be published in the article.

5. Thank the reporter for publishing your article. Your holiday pitch could be the start of  a great relationship with your local media.