A Step-by-Step Approach to Holiday Gift Guide Pitching
The holiday season is upon us, and if you haven’t started pitching holiday gift ideas for your clients, now’s the time! To help ensure your pitches stand out, here’s a structured approach recommended by experts at CISION PRNewswire.
Step 1: Research and Prepare
The first step to successful holiday pitching is thorough research and preparation. Identify the gift guides you want to target, then study their editorial guidelines to understand submission requirements and deadlines. Having a list of suggested gift guides (such as those outlined on page 9 of the PRNewswire guide) can provide a helpful starting point. Also, determine the key contacts at each outlet—many have designated editors for holiday guides. Use a media database or do your research to find out who’s written gift guides in the past, and make sure you’re pitching to the right person.
Understanding the target audience is equally important. Each outlet’s readership varies, so familiarize yourself with their audience’s interests and preferences. Knowing who you’re reaching will help you tailor your pitch, making a stronger case for why your product is perfect for their gift guide.
Step 2: Craft a Compelling Pitch
Creating a compelling pitch is essential for capturing a journalist’s attention, especially during a time when editors receive up to 100 pitches weekly. Here are some effective strategies:
Lead with “Why”: Open with a powerful reason why your product belongs in their guide. Highlight its unique qualities, the experience it offers, or how it stands out from the competition.
Catchy Subject Line: Make your subject line clear, concise (10 words or less), and attention-grabbing. Since many editors prefer email, use brackets like “[Gift Guide]” or “[Holiday]” to signal the pitch topic, followed by the product name and a notable benefit.
Concise Content: Journalists prefer short, skimmable pitches. Keep sentences brief, use bullet points for clarity, and bold key details. Include a link to a product page for more information without overwhelming them.
Use Data: Numbers can add credibility to your pitch, especially as 71% of journalists value data. Mention five-star reviews, industry awards, or successful sales figures to showcase the product’s impact.
Visuals Matter: Multimedia can enhance your pitch. Include links to high-quality images or videos that capture the product, as nearly 80% of journalists appreciate visuals directly from PR professionals.
Step 3: Reach Out Strategically
When it’s time to contact editors, a thoughtful approach can make all the difference.
Personalize Each Pitch: Tailor your message to the specific audience of each outlet. Different angles may appeal to different readers, so highlight the aspects of the product that best fit the guide.
Follow Submission Guidelines: Pay attention to each guide’s deadlines and submission formats. Most journalists prefer links to digital assets over attachments, so be sure to meet their requirements.
Follow Up Carefully: Follow-up etiquette is crucial. While a single follow-up is generally acceptable, overdoing it can hurt your reputation. Remember that most journalists receive dozens of pitches weekly, so a polite check-in is ideal.
Be Responsive and Build Relationships: If an editor shows interest, respond promptly to their inquiries. Ignoring questions or failing to meet requests can result in losing your spot in the guide. Building a positive relationship with editors is essential, as they might consider your product for future features if they can’t cover it now.
Final Thought: What Makes the Perfect PR Pitch?
For holiday gift guide success, an effective pitch is concise, tailored, and visually appealing, with compelling reasons for inclusion. Following these steps can help you secure those valuable placements, building both short-term exposure and long-term media relationships for your clients. And let CARIBPR WIRE and the PRNewswire help today.