Submitted by Sabina Hitchen on | 0 Comments
Holiday 911: Who you should be pitching now, and should you buy the "holiday list" - le't's talk!
In the spirit of the overabundant amount of "Christmas in July" sales, and the fact that publicists across the country are currently pitching their clients feverishly for holiday gift guides, I thought I'd let you in on some secrets to ensuring you have a fair go at getting yourself into a holiday gift guide. As always, with PR there is never one right answer, one right pitch, and one right tactic because at the end of the day it's a science based on relationships, what certain editors want at certain moments, price points, how well prepared you are, and luck.
That said, following certain key rules will help you get ahead of your competition and stay on top of pitching:
* Remember that holiday is a long lead. The magazines will begin hitting the newsstands in November, which means they will be those magazines that are working 3-6 months ahead are working on their holiday issues right now.
* There is no solid system with magazines regarding which editors cover the gift guide. Sometimes it's several, sometimes it's an assistant, sometimes it's a freelancers....you get it! Because of that the best way to find out who is covering the gift guide is to check with the editorial assistant at the magazine. Just simply ask who is covering the gift guide, and reach out to that editor for the guides rules and regulations.
* Be sure you have prepared a holiday pitch prior to reaching out - in pr time is of the essence and if you hesitate or wait too long after finding out who covers the gift guides you may miss your chance. So be sure you have a pitch (that you can adjust and spin to different outlets depending on what they need), product photos, a functioning website, and retial photos available. KNOW what your holiday offerings are, and know them well, don't play a guessing game when it's crunch time.
* Title your subject line of your pitch emails something with the words "holiday gift guide" in it so they know what they are getting, and if you know the specific gift guide topic include that and your product in the title.
* Be sure the pitch is short and sweet and to the point, links to your site, and includes bullets that share your features (low price, great value, eco-friendly, a must-have for tweens etc).
* Work fast - some holiday gift guides are going to print this coming week!
* Don't purchase pre-fabbed gift guide contact guides - they editors are changing constantly, as are the topics, and many of these guides do not provide you with enough information as is. It's best to reach out by phone and email - not only will you be sure to get the correct information, but you will also begin creating lasting relationships with the media.
* Collective E Members - don't forget to continuously use your media contact lists and editorial calendars provided for you on the website to ensure you're able to work quickly and efficiently! Also - CORE members you will receive updates on the holiday gift guide editors as we will share several who have reached out needing product, along with other relevant information about their gift guide lists.
Happy Holidays!
