It's not too late to pitch for Christmas guides
Photo by Micheile Henderson
There's still plenty of time to get your/your client's product featured in Christmas gift guides. While the monthlies have already gone to press, newspapers, weekly magazines and online titles will still be running Xmas guides until the 24th (when we'll see a run of guides of what presents to buy last-min etc.).
A few things to consider before you pitch:
Which publications does my product suit?
Does the readership match my audience?
Is the price point a good match for this publication? For example, your £4 bath bombs might work for Stylist but not the FT.
Be targeted in what type of gift guide it might suit: one aimed at men, women, travellers, pets, tech lovers, kids, or the ethical shopper?
Be specific in your email subject line. For example, Christmas gifts for travellers: Personalised vintage-style maps.
If you want more tips and a great case study of a pitch and press release that led to a business being featured in a Stylist guide, a whole chapter in my course is devoted to pitching for Christmas (and Easter/Mother's Day/Father's Day etc) and product round-ups. Click here for more info.
Why you need to research which journalists you're pitching
Photo by Charisse Kenion
When you have a story you want to sell into the press, you'll need to work out which journalists to contact.
Don't just send it to anyone. I receive so many emails and DMs on LinkedIn/Facebook/Instagram from founders and PRs who think that because I'm a journalist I'll write about them. This happens to pretty much every journalist. 📺 📻 🗞
You need to research which journalists your story might suit.
A journalist who specialises in tech? Women's issues? Education? Is your story one for the news or features desk?
Research who is writing about your/your client's competitors. Look on Google News. Buy magazines and newspapers, check out the various sections and look at the bylines to see who's writing about your industry. Pay for access to a media database.
But don't send a release off to - or contact - any journalist "just in case". Our inboxes are already bulging and it's not a great way to build relationships. It's also like contacting an electrician about a plumbing job.
If you're feeling a bit stuck on targeting and pitching journalists, my in-depth course Lessons from a Journalist: How to Secure Press Coverage covers this in more detail.