Get on Journalists' “Nice” List This Holiday Season
'Tis (almost) the holiday season, which means it IS the season to start your holiday-related pitches. Hoping to shine some extra light on your holiday-related story? Want to give yourself or your brand the gift of more earned media this year? We’ve gathered feedback from over 3,000 members of the media to understand the pitching behaviors that put them in the spirit of the season. Here are their top five pieces of advice for effective holiday pitching.
1. Make a list and check it twice
Do your research before reaching out to journalists and editors to ensure the product, service, or event you are pitching makes sense for their audience. The one thing the vast majority of journalists agree on: If you want your pitch to stand out, it MUST be relevant to their audience.
Not sure where to start? Use our media list building tips to put together a list of the right journalists and editors for your holiday-related story.
2. Craft a pitch journalists will want to open now
Especially during the holiday season, you’re likely competing with countless other brands to get the media’s attention, so your pitch has to stand out. Journalists overwhelmingly prefer to receive pitches via email, so having a compelling subject line is key. Focus on the “hook” that makes your story special (but avoid “clickbait” – journalists see that coming a mile away).
The pitch itself should be easily skimmable so journalists can easily get the information they need easily. Include just enough information for them to decide if the pitch is worth pursuing, and wrap up with a clear call to action, such as where to reach out to get more information or set up an interview.
3. Don’t wait until the last minute
Pay attention to editorial guidelines to ensure you’re meeting the submission requirements and deadlines. Keep in mind that journalists are flooded with pitches throughout the year, but especially during the holidays, so if you fear your pitch got lost in their inbox, don’t be shy about following up (especially with time being of the essence).
It’s important to note, however, that most journalists recommend no more than one follow up to a pitch. If you still don’t hear back, it may be time to move on and find another journalist or outlet your holiday story might be a better fit for. (Insider tip: Don’t let anxiety over whether to follow up add to your holiday stress. Make it easier on everyone by adding a “not interested” link to your email pitch. That way, a journalist can simply click the link to let you know there isn’t interest in the pitch, and you can simply move on.)
4. Offer up a holiday treat
Make your pitch even more enticing by offering an exclusive, such as a coveted expert interview, product sample, free service, sneak preview, or behind-the-scenes access. Most journalists won’t consider covering a product or service they can’t test out first, so providing that access is key.
Keep in mind that providing something “for free” does not guarantee a reporter will write, talk, or report about it. From not receiving a product sample in time to test it out, to having another story suddenly take priority, or ultimately deciding it’s not right for the outlet or audience, there are many factors that can hinder a journalist’s ability or decision to cover it. When that does happen, try to be gracious and understanding, and keep the doors open for the possibility of getting coverage the next time around.
5. Give it a little something extra
Don’t forget to include any multimedia elements that can bring more life and context to your story. The vast majority of journalists (87%) report having used multimedia elements supplied by PR teams in the past year; further, most journalists are more likely to pursue a pitch that includes relevant multimedia elements. (Insider tip: Provide links to multimedia assets, rather than attaching them to emails, as attachments can be cumbersome and might be flagged as spam by the reporter’s email system.)
Final Thoughts
Finally, you don’t have to wait until the holiday season to reach out to journalists. Work on building relationships with journalists throughout the year to establish credibility and rapport. While having an established connection with a journalist isn’t a guarantee your pitch will get covered, building a network of media relationships can payoff in myriad other ways – from getting insider advice and feedback on pitches to widening your network and uncovering other earned media opportunities.
More holiday resources to explore
For more insight into getting earned media coverage this holiday season, check out our holiday gift guide pitching kit, filled with insider tips straight from journalists.
