Keep in mind that Thanksgiving and Christmas aren’t the only holidays that can generate extra PR opportunities. Create a calendar including all major holidays along with your clients’ corresponding events and campaigns. Write out how you plan to boost each opportunity.
If you’re reaching out to print media, contact them well in advance to ensure your news is included in event roundups. If it’s the TV screen that’s calling your name, give your pitch an eye-catching twist to help it stand out from the other festivities in the area. Planning ahead will give you that extra time to brainstorm and find that interesting angle that’s guaranteed to draw some attention.
Here at BIG YAM, we had some fun with our client Westgate Entertainment District and its variety of New Year’s Eve events. From its family-friendly NOON Year’s Eve party (featuring unicorns, a.k.a. dressed up ponies) to a more adult-focused New Year’s Eve LIVE event (featuring The Jersey Shore’s Pauly D), our PR team secured multiple hits by focusing on what made each festivity standout from the crowd. This isn’t a one-and-done technique either; you can use it in all pitches to keep the coverage coming all year long!
Reporters are busy, especially during holidays. Between vacations, endless events and hundreds of pitches hitting their inbox, holidays can bring a little extra chaos.
Make it easy for reporters to tell your client’s story by passing along all the information they need in a quick and concise fashion. Gather assets like video footage and images ahead of time and be sure to include them in your pitch. Be flexible with reporters’ schedules and respond to questions or concerns in a timely manner. Gaining a reporter’s trust and building a solid relationship will definitely help you secure future coverage.
Looking for other ways to connect with reporters? Check out this blog on 5 Tips for Building Strong Relationships with Media.
Let’s face it, the power of social media influencers is strong. With so many people constantly scrolling for the perfect Christmas gift, Valentine’s Day dining venue or lively Fourth of July event, social influencers can be a game-changer. Gain some extra social buzz by inviting local influencers or bloggers to be a part of your broadcast segments. Not only will this tactic make your shoot come to life, but you’ll also gain coverage on multiple platforms.
At BIG YAM, we invited local bloggers to be a part of a broadcast segment for Skate Westgate, a real outdoor ice rink, put on by our client Westgate Entertainment District. Not only did the bloggers and their families skating and enjoying the rink add another fun, visual element, but it also gained Skate Westgate additional coverage on social. News stations also love visuals and greatly appreciate when clients come prepared, creating a win for everyone involved!
Don’t let your hard work go unnoticed! Finish off each holiday with a PR recap, a key tool for measuring success in public relations. Track which events and campaigns garnered the most media coverage and most resonated with your client’s target audience. Keep track of which outlets, publications and reporters picked up your client’s story and reach out to them next year. If one of your pitching strategies didn’t work, no worries ¬– you’ve learned something new to help you and your agency become more strategic. Delivering a recap to clients is also a great way to showcase coverage and reiterate why they chose you to tell their story.