Like the rest of 2020, this holiday season is proving to be dynamic and unexpected. On a macro level, the distribution of a vaccine is ushering in hope for a safer society, but it’s coming at a time when COVID-19 outbreaks are at an all-time high.
And for PR professionals and journalists alike, this season is an anomaly: our office parties went virtual, and many newsrooms remain remote. And while it’s not like we’re all jetting off to an exotic location this week, we’re all still racing to hit those deadlines and hopefully enjoy a bit of a well-deserved break before taking on 2021.
For public relations practitioners then, it makes sense to approach the homestretch of 2020 by staying agile, creative, nimble, and with the understanding that this holiday season will be unlike any other we’ve experienced before.
However, it might be difficult to determine what will work and will not. We are now left with asking ourselves one very big question: what can we do to help our clients break through the noise?
Newsrooms Are Still Open
While many year-end features and other big stories have been filed, and many newsrooms will be staffed by a skeletal crew, there are opportunities to help your clients break through the noise. Journalists are still tasked with bringing stories to their audiences and reporting on breaking news. If there was ever a time for PR folks to help out their fellow journalists, it’s by offering topical responses to breaking news: does a client have a perfect last-minute gift for procrastinators to send via email? Is one of your clients an expert on a subject that can lend insight to a fast-breaking story on a just-announced acquisition, legal ruling, or supply chain issue? Can they provide economic data on 2021? An expert POV on this year’s virtual CES?
By being proactive, responsive, and knowledgeable about what certain media outlets report on and need, you can be a holiday hero.
Consider Broadcasts and Podcasts
Broadcast outlets are reliant on telegenic experts. So what’s that TV or radio producer to do when their go-to guests are checked out for the holiday break? Since many broadcast interviews are being conducted remotely, it may be a great opportunity to introduce your client (provided, of course, they are game) to bookers and producers at national or local broadcast outlets if they offer specific expertise and you offer clips of prior speaking appearances to vouch that they are on-air ready.
Holiday Gift Guide Opportunities are Still Out There. But the Rules May Have Changed
If your client has a product or service that can be purchased and instantly gifted through email or text, pitching for inclusion in remaining last-minute gift guides can be a solid media relations strategy during the holiday season. However, gift guides have started to look a little different this year.
Many publications require that gift guide subjects provide affiliate links, a unique promo code or a link to an etailer that offers referral credit. You may be wasting your time if you pitch for guides without those key ingredients lined up. . While it is not impossible to get placement, in order to break through the noise, brands may need to offer a special promotional discount or some other financial incentive that benefits both the client and the publication.
Be The Data Hero
If 2020 has taught us anything, it is that journalists increasingly rely on data to make sense of the trends and the world around us. While in-store shopping may be out of the question for many, how has that impacted small local businesses or global chains? Is online shopping making up for the dip in bricks and mortar buying?
For example, when it comes to reporters covering retail and consumer goods, data on shopping trends, how and where people are making purchases, and how they are getting their gift ideas is valuable currency for reporters and a great advantage to clients seeking positive coverage and expert positioning. Everyone is fascinated with the “how does this year relate to last year in every aspect” story and if your client has data that can show year over year trends, you’ll be well-positioned.
So as we race towards the end of 2020, PR professionals still have opportunities to break through the noise this holiday season. Show us a public relations practitioner who stays nimble, thinks creatively, acts proactively, and offers data during this holiday season, and we’ll show you a PR pro who is winning for their clients.
- Kerriann Becker, Account Associate