The Dos and Don’ts for Holiday Media Pitches
Every public relations professional loves that timely holiday news hook that seamlessly ties in with their clients. From Halloween to Christmas, New Year’s to Mardi Gras, holidays are the most sought-after and competitive times for booking media; especially when living in New Orleans, which constantly feels like a year-long holiday and festival season. Although at times it may seem effortless to secure that perfect media opportunity, it can also be a real challenge to win the attention of producers and editors, and make your pitch stand out from the crowd.
So, how do you do it? Here are a few dos and don’ts to help guide you through best practices for holiday media pitching.
Dos:
Do use editorial calendars and plan ahead as far as possible – it’s typically best to begin pitching weeks and even months ahead, especially for long-lead publications.
Do develop a tailored pitch and ensure the topic you’re pitching is actually relevant to your news hook.
Do take the time to get to know the specific reporter you should be pitching and if they’re the appropriate holiday beat.
Do take the time to consider the meaning of the holiday. Some holidays, like Memorial Day or Columbus Day (now known as Indigenous Peoples Day in many places) can be perceived as controversial and you don’t want to risk offending someone or commercializing a holiday with a significant meaning.
Do position your talent as the go-to expert on the topic – one who can offer something no one else can.
Do think beyond the one holiday when sourcing new content and try to find ways to make it relevant and evergreen.
Don’ts:
Don’t promise your client you’ll come up with a timely angle until you’ve thought about it strategically. The last thing you want is to promise your client outreach around a specific holiday, only to realize you have no relevant materials.
Don’t try to book interviews with less than a month to pitch – timing makes a difference since there is more competition during holiday seasons.
Don’t neglect to follow up on your pitch; the holidays are always a busy time and it’s okay to call or email editors and producers to check if they’ve received your pitch.
Don’t delay when returning media calls. Reporters are always on deadlines, especially over the holidays, and you don’t want to miss an opportunity by procrastinating.
Ready for you next big holiday pitch? The holiday season is an important time of year when it comes to public relations – a time when it’s vital to get it right. Hopefully, this list gives you something to think about when planning your pitch ideas in the upcoming weeks. With careful attention to timing and fresh takes on familiar themes, I hope your pitch will capture producers' interest and stand out in the holiday media world!