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
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.
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 - 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.
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.
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.
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."
AP - Germany is dropping its pursuit of a ban on Scientology after finding insufficient evidence of illegal activity, security officials said Friday.
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.
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.
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.
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.
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.
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.
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.
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.
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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Holiday Holiday |