The run-up to Christmas and the end of the year is always a battle for any business wanting to attract the attention of the press and gain significant marketing benefits. It is common knowledge within the world of journalism that editors receive hundreds of Christmas related ideas from PRs every day during December. Quite often these emails simply get ignored and moved into the deleted folder, whilst only the interesting and relevant ideas make it to publication. It's a competitive world out there and standing out from the rest can often be simpler than what you think!
However, there are a number of elements which make a successful seasonal PR campaign and if you stick to the following tips you shouldn't go wrong.
1) Think outside the box - What would make the audience want to engagement with your idea/article? Quite often the most bizarre ideas pick up the most coverage during seasonal events, especially during Christmas when light-hearted articles are popular. Brainstorm as many ideas as you can and focus on which idea would be achievable, who the audience is, why they would share it and are there any other similar ideas which have already been published?
2) Time matters - Create a solid time strategy which focuses on when you plan to have imagery generated by, a list of publications you plan to target, contact details, when you plan to publish your press release as well as the date of your seasonal event.
3) Aim high - Never be afraid to target the big publications with your idea. At worst, all a journalist can do is say no.
4) Create good engagement - Ensure that your press release is tailored to the publication and that all your information is grammatically correct and accurate. If you are focusing on local press ensure that your angle is focused to that particular region. Never use a blanket e-mail - you will only get ignored! Always make your email outreach personal and use databases such as Gorkana to find the appropriate journalist.
One very good example of a well-planned, successful seasonal PR campaign was by UK materials traders Metals4U. The trading industry can sometimes be dry and hard to pick up consistent news coverage, but a little creativity significantly boosted their online presence.
The company developed the idea of a "21st century sleigh" which would be ideal for the modern day Father Christmas. A solid strategy was set with a time period for imagery generation, a contact database, press release creation and a time period set for any issues or adjustments for the imagery.
On completion of the imagery, a website product page was set up in order for the sleigh to be "purchased" for a hefty sum at just over $300,000
Once the web page was live, the marketing and press team went ahead and contacted a number of press, media and technology sites. With Christmas Day only two weeks away at that point, initial feedback was slow but it built as the month went on.
Gradually the 'gadget sleigh' made its way into the press with the Mirror, Daily Mail and Yorkshire Post all dedicating space to the sleigh as well as gaining over 50 other mentions in the press and media.
This example highlights how gaining seasonal PR can be achievable for any brand. If you stick to a good time plan, have a solid creative idea and reach the right people then any business can develop their brand using PR and marketing.