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

In The News:

Yahoo! News: Top Stories

In this May 4, 2007 file photo Timothy Geithner is seen in Montreal. President-elect Barack Obama is likely to name Timothy Geithner, president of the New York Federal Reserve, as Treasury Secretary in a time of intense economic turmoil as he rounds out the upper echelon of his Cabinet, a senior Democratic official familiar with the deliberations said Friday, Nov. 21, 2008. (AP Photo/The Canadian Press, Ian Barrett, File)AP - President-elect Barack Obama intends to name Timothy Geithner, president of the New York Federal Reserve, as his treasury secretary to confront the nation's intense economic turmoil, senior Democratic officials said Friday.



Nebraska lawmakers Brad Ashford, front, of Omaha, and Arnie Stuthman, of Platte Center, Neb., vote in favor of LB 1 Friday, Nov. 21, 2008 at the state capitol in Lincoln, Neb., The bill puts a 30-day age limit on children who can be dropped off at Nebraska hospitals under the state's safe haven law. The bill easily passed 43-5. (AP Photo/Bill Wolf)AP - Gov. Dave Heineman signed into law Friday a bill adding a 30-day age limit to a safe-haven law that allowed 35 children — including teenagers as old as 17 — to be abandoned at state hospitals. The law, approved hours earlier by the Legislature in a 45-3 vote, goes into effect Saturday, and makes Nebraska the 14th state with a 30-day age cap. It had been the only state with a safe-haven law without an age limit.



AP - A college student committed suicide by taking a drug overdose in front of a live webcam as some computer users egged him on, others tried to talk him out of it, and another messaged OMG in horror when it became clear it was no joke. Some watchers contacted the Web site to notify police, but by the time officers entered Abraham Biggs' home — a scene also captured on the Internet — it was too late.

In this Nov. 17, 2008 file photo, an office tower bearing the Citigroup logo is seen beyond a cemetery in the Queens borough of New York. Shares of Citigroup Inc. climbed in premarket trading Friday, as the financial giant was said to be looking at selling off pieces of itself — or the entire company — to help rebuild investor confidence. (AP Photo/Seth Wenig, File)AP - Pressure intensified on Citigroup to sell part or all of itself as its stock fell below $4 a share on Friday and fears escalated about future loan losses.



Senate Majority Harry Reid of Nev., center, accompanied by fellow Democratic leaders, gestures during a news conference on Capitol Hill in Washington, Thursday, Nov. 20, 2008, to discuss the auto industry bailout. From left are, House Majority Whip Steny Hoyer of Md.,  House Speaker Nancy Pelosi of Calif., Reid, Sen. Christopher Dodd, D-Conn.,  Sen. Richard Durbin, D-Ill., and  Sen. Patty Murray, D-Wash. (AP Photo/Gerald Herbert)AP - Democratic leaders ordered Detroit's Big Three automakers Friday to submit what amounts to a detailed loan application to Congress so lawmakers can decide whether to give the beleaguered industry an emergency $25 billion lifeline.



U.S. President George W. Bush and with President Hu Jintao of China, right, shake hands before their meeting at the APEC Summit in Lima, Peru, Friday, Nov. 21, 2008. (AP Photo/Lawrence Jackson)AP - In a last dash of diplomacy, President George W. Bush on Friday sought China's help in pinning down North Korea to keep its shaky promises of nuclear disarmament.



Canadian Minister of National Defense Peter MacKay, center, shakes hands with his Australian counterpart Joel Fitzgibbon, as U.S. Secretary of Defense Robert Gates walks past at the conclusion of a news conference on Friday Nov. 21, 2008, in Cornwallis, Nova Scotia, Canada. The three are taking part in discussions of International Security Assistance Force's (ISAF) Regional Command South, which is comprised of forces from Canada, Australia, Denmark, Estonia, Netherlands, Romania, United Kingdom, and the United States. (AP Photo/The Canadian Press, Mike Dembeck)AP - Defense Secretary Robert Gates said Friday he would like to add significant U.S. forces to the war in Afghanistan before national elections scheduled for next year, and that grim depictions of backsliding in the seven-year-old war are "far too pessimistic."



Joerg Schoenbohm, Brandeburg state Interior Minister and current chairman of the German Interior Ministers Conference, center, opens the final day of the ministers meeting in Potsdam, Germany, on Friday, Nov. 21, 2008. At left is German Federal Interior Minister Wolfgang Schaeuble. German security officials said Friday they will drop their attempt to pursue a ban of the Church of Scientology after finding insufficient evidence of unconstitutional activity.  (AP Photo/Bernd Settnik Pool)AP - Germany is dropping its pursuit of a ban on Scientology after finding insufficient evidence of illegal activity, security officials said Friday.



AP - Police have arrested a man suspected of leaving greasy, graphic imprints on the windows of stores, churches and schools in a small Nebraska town. A 35-year-old man was caught in the act by police early Wednesday morning, Cherry County Attorney Eric Scott said Friday. The man hasn't been charged yet, but authorities believe he is the vandal some townsfolk have dubbed the "Butt Bandit."

In this Oct. 5, 2008, file photo, Golden State's Al Harrington (3) catches a pass in front of New Orleans Hornets David West in the first half of an NBA preseason basketball game in New Orleans. The Golden State Warriors traded disgruntled forward Al Harrington to the New York Knicks for guard Jamal Crawford on Friday. (AP Photo/Bill Haber, File)AP - The New York Knicks traded Zach Randolph and Jamal Crawford in separate deals Friday, parting with their two top scorers to free up coveted salary-cap space for the summer of 2010. Crawford was sent to Golden State for forward Al Harrington. Hours later, Randolph was shipped to the Los Angeles Clippers along with reserve guard Mardy Collins for Cuttino Mobley and Tim Thomas.



Federal Reserve Chairman Ben Bernanke (R) nods as he listens to President of the Federal Reserve Bank of New York Timothy Geithner before addressing the Economic Club of New York in this October 15, 2008 file photo. (Lucas Jackson/Files/Reuters)Reuters - President-elect Barack Obama on Friday moved toward nominating Timothy Geithner as Treasury secretary and charging the respected head of the New York Federal Reserve with helping pull the United States out of an economic nosedive.



Pedestrians walk past a Citibank branch in Singapore November 18, 2008. (Vivek Prakash/Reuters)Reuters - Citigroup Inc has begun talks with the U.S. government as its plummeting share price raises doubts about the bank's ability to survive, a person familiar with the matter said.



Leaders of the U.S. automotive industry testify at a hearing held by the House Financial Services Committee on Capitol Hill in Washington November 19, 2008. From left are General Motors CEO Richard Wagoner, Chrysler Chairman and CEO Robert Nardelli and Ford president and CEO Alan Mulally. (Kevin Lamarque/Reuters)Reuters - Detroit automakers began work on turnaround plans demanded by Congress in return for $25 billion in aid as General Motors Corp said it would cut production more and give up two of its controversial corporate jets.



General Motors World Headquarters is seen along the Detroit River in Detroit, Michigan, September 17, 2008. (Rebecca Cook/Reuters)Reuters - The board of directors of embattled U.S. automaker General Motors Corp is considering "all options" including bankruptcy, according to a report on the Wall Street Journal's website late on Friday.



Traders work in close quarters on the main trading floor of the New York Stock Exchange early in the trading session in New York City, November 21, 2008. (Mike Segar/Reuters)Reuters - U.S. stocks stormed higher in a late rally on Friday to cap another volatile week as investors welcomed reports that President-elect Barack Obama has chosen his point person to combat the U.S. economic crisis, instilling confidence about the administration's ability to take action.



A British military vehicle drives past an Afghan man in Lashkar Gah, capital of Helmand province October 20, 2008. (Abdul Qodus/Reuters)Reuters - The Pentagon is considering a plan to send more than 20,000 troops to Afghanistan over the next 12 to 18 months to help safeguard elections and quell rising Taliban violence, officials said on Friday.



Reuters - U.S. banking regulators seized California banks Downey Savings and Loan and PFF Bank & Trust late Friday as the housing crisis claimed two more victims from the financial crisis.

Reuters - A suspected U.S. drone aircraft fired missiles in the North Waziristan tribal region of Pakistan killing at least four people, according to Pakistani intelligence officials.

An everything-must-go sign in Coral Gables, Florida. The economic team of US president-elect Barack Obama came into view as fears mounted on the global financial crisis and more mass job cuts loomed worldwide(AFP/Getty Images/Joe Raedle)AFP - The economic team of US president-elect Barack Obama came into view as fears mounted on the global financial crisis and more mass job cuts loomed worldwide.



Peruvian President Alan Garcia delivers a speech during the opening of the Asia-Pacific Economic Cooperation (APEC) CEO Summit in Lima. Leaders of the 21-member APEC group are to seek ways of turning back the world economic crisis as they gather in Lima amid unrelenting bad news from the Asia-Pacific region.(AFP/Presidencia)AFP - US President George W. Bush began Friday his last scheduled foreign trip, meeting the leader of increasingly important China ahead of a summit aimed at containing a spiraling financial crisis.




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