If you want to know how you can secure Christmas media coverage that could provide valuable exposure for your photography business, read on!
In today’s blog, I’m sharing seven ways to make the most of this season’s PR opportunities.
Being featured in the media around Christmas time could literally make all the difference to your company’s annual sales!
How to secure Christmas media coverage
Make a mindset shift
It’s a common misconception to think that you have little or no chance of being featured in the media.
The festive season actually presents an abundance of free publicity opportunities. Yes, even for the smallest of businesses. It’s not just for big brands!
Recognise that if you are the right fit for the media and you get in touch to pitch yourself properly, that there is every chance that you could secure valuable Christmas media coverage.
PR can be done even on a shoestring budget.
What’s most important is having relevant stories or products to pitch. Also, you’ll need to be proactive, know who to pitch to and get your timing right.
Keep an eye on Twitter for feature opportunities
Not sure how you could help a journalist?
Well, a great way to get a feel for what the media is interested in is to follow the hashtag #journorequest on Twitter.
I’ve written about this free PR tool before. Journalists and bloggers use it every day to request information that they need for commissioned articles.
So, watch out for Christmas themed #journorequests, like this one:
See if your brand story or products could fit within anything shared there.
If so, respond quickly and you could be in with a chance of securing media coverage. It can sometimes be as simple as that!
Researching the publications you want to be featured in is important. But it’s an often-missed step in the PR process.
Only by reviewing what that publication, website, TV or radio programme, podcast or blog regularly features will you know how your story or products/services could potentially fit in.
Trust me, time researching will be time well spent.
It will enable you to tailor your approach to the media and thereby increase the likelihood that your pitch will be successful.
Craft your Christmas PR pitch
Securing Christmas media coverage relies on you having relevant products or services or a strong Christmas-themed story to share. Write a press release summarising the story you’re keen to share, and consider the following as possible hooks to secure a journalists’ interest:
- Do you make or sell things which are ideal Christmas gifts and could be pitched to journalists working on Christmas gift guides?
- Do you have an interesting story that you could you tell that is relevant to Christmas?
- Have you noticed any new trends within your industry, relevant to Christmas, that you could comment on?
- Do you work over Christmas or choose to do something unusual on Christmas Day – perhaps volunteering for a charity?
- Do you celebrate Christmas in an unusual way, or refuse to follow traditions?
Related reading: How to write a press release for your photography business
Remember, publicity can be focussed on you as an individual. It doesn’t always need to be about your business.
Christmas-themed PR opportunities go well beyond the product gift guide features that are commonplace at this time of year.
Human interest stories are extremely popular. And, more often than not, if you are featured based on a personal story or experience, you do still get the chance to mention your company.
So that’s a valuable mention of your business, even if the feature is not directly talking about it in the article!
Collate all the information before making your pitch
When it comes to pitching the media, you need to be able to supply all the relevant details about you or your product or service.
If a journalist reacts to your initial pitch, you need to be able to respond quickly. You’ll likely be asked to provide additional information and images, and if you’re slow to do so you could lose the opportunity.
Be prepared! There is no point in making a pitch to the media and getting the interest of a journalist, but then failing to follow through because you’re too busy running your business.
Don’t be afraid to follow up
It’s unlikely that you may get a response to your first media pitch. But don’t be afraid to follow up with a second email or call a few days later.
Journalists receive hundreds, if not thousands, of pitches and press releases each day so it is quite possible that your first approach could be missed completely.
Many a time have pieces of media coverage I’ve secured for clients been off the back of a follow-up call or email to journalists.
Start with the nationals, then move on to regional and local publications
Start by pitching to the national media and the publications with the longest lead times, i.e. quarterly or monthly magazines. These can be prepared and finalised up to six months before they actually hit the newsstands.
But then remember that there are still loads of opportunities up for grabs within shorter lead titles such as weekly, daily and online publications.
Autumn is the ideal time to start targeting shorter-leads publications, such as local and regional monthly magazines, websites, radio, TV and podcasts. These have much shorter turnaround times, so they will be welcoming submissions closer to Christmas.
And online opportunities exist right into December since articles can be published at short notice.
Get going with your Christmas PR efforts
It’s entirely possible for you to secure Christmas media coverage and to benefit from all the positives that can come from that. So get going and good luck!