November 3, 2011 Leave a comment
For the past few blogs, I’ve been reviewing why and how to launch a PR campaign for the holiday season. To quickly recap, the three primary reasons are:
1) People are prepared to spend more money during this time of year.
2) The media is more open to stories and pitches during the holiday season.
3) You can more firmly establish your brand in the fourth quarter and carry that on into the New Year.
As I discussed earlier, whether you should launch a marketing and public relations campaign during the holiday season is not the question; the real questions are when will you launch and what will your primary focus be. Remember your job when pitching stories to the media is to make the media’s job easier. You want to give them stories that are interesting, entertaining, educational, intriguing and, during this time frame, pitches that tie into the spirit of the season.
That doesn’t mean all of our pitches have to be up, cheery and ho ho ho. The holidays have different sides, if you can address helping runaways during the holidays, or holiday food drives for those who need a hand during the season, or dealing with holiday depression, those are not only important stories, but they make for compelling features for print and TV. Regardless what your business or profession is, you can develop a holiday story idea to pitch. Although I covered a few PR pitch ideas in my previous article, below are a few more to review.
Musician – Put on a free holiday concert that benefits a charity for the holidays. Or let the media know that you can discuss which holiday songs are the most important. Come up with a list of the most important holiday songs. Make it controversial and fun.
Spa – Create unique holiday packages. Come up with special holiday treatments to help reduce stress, or create holiday gift packages that are unique and original.
Jeweler – Create that perfect holiday gift. Even if the design is overly expensive or just works for the holidays, come up with something different that makes for a good story. The perfect luxurious holiday gift.
Attorney – Put together consultation packages that you can offer, or can be given as gifts for the New Year. Then come up with the 7 most important year end tips everyone should know.
Nutritionist – Develop a list of perfect holiday recipes. Make a list of holiday eating myths that you can debunk. Develop a roadmap for how to eat right and have fun during the holidays.
Assisted Living or Long Term Health Care Center – Let the media come in and experience a holiday meal or sing along with the residents. Invite a local grammar or mid school to have a group of kids come and sing holiday songs for the seniors. Put on a seniors Winter Olympics.
Acupuncturist – Create packages and treatments for keeping healthy during the holidays. Or develop an acupuncture facelift procedure. Give the gift of youth for the holidays.
Although these ideas might not cover your business or profession, you get the point. See how you can tie in what you do with the season and start developing pitches. Get creative. Have fun with it. This is a time when purse strings are loosened and the media looks for stories, use both of those facts to your advantage.
Copyright © Anthony Mora 2011