“It’s the most wonderful time of the year”…for bad pitches. Our email boxes have been stuffed with a few politically correct holiday cards and a metric ton of bad pitches desperately trying to tie-in to the KwanzmasHann season (yeah, I skipped Festivus, save it for the airing of the grievances).
Seriously though, lawn chairs in December? OK, nothing that blatantly off season. But there’s a good way and a bad way to tie your client to the most over commercialized season with the slowest news cycle known to modern civilization. Here are three tips:
1) Christmas in July: Retailers figure out what they’re doing for the holidays six months in advance. The earlier the planning process, the better your odds in finding the best, most original and on-brand tie-in. Pick something you can own.
2) Be Inspired, But NEVER Copy: There are more holiday campaigns than consumers it seems. But which ones really stand out? Why do they stand out? There are core elements that make a story, or even an annual gimmick, resonate with a crowd. Consider this as inspiration. Just don't try to Elf Yourself or Talk to the Moose. It's been done.
3) Don’t Force It: If your tie-in doesn’t feel right, don’t force it. This may be a sign you should focus on a different holiday where you can do something that has a bigger impact for less effort.
There may or may not be an opportunity during the holidays for your client to shine like the North Star on Christmas Eve. The key is directing their efforts to a spot on the calendar that makes more sense.
What's wrong with lawn chairs in December says this southern California resident.
ReplyDeleteHi,
ReplyDeleteBeen reading this blog for a while and I'm hoping you can say something about "self" promotion and how it can be inappropriate sometimes-- seriously, leave it to the people who do PR for a living to make the judgment call.
I know people who think that they can do the same thing we can with PR simply by singing in praise of themselves on their websites, tweeting their whereabouts and writing good things about themselves on facebook. Oh, let's not forget reviewing their own products and services on amazon.com using fake names and giving themselves 5 stars. C'mon! That's ridiculous.
If you can, use a PR professional if you want to promote the hell out of something, particularly if it is something targeting a "smart" consumer because smart consumers see right through tricks.
1. A PR professional is a step removed from your book or business that you are trying to promote so we are just a hair more objective when we recommend that a reporter cover it. Yes, this makes a difference since we assess more objectively the readership of the publication when we pitch you. You want quality coverage!
2. We look both long-term and short term. We know trends in media coverage. You may want your 15 minutes of fame right now but we can keep an eye to long and short term. Remember things said about you on blogs now follow you into the future for your next newsworthy development.
3. Please try not to look like a pompous ass! Sometimes singing about how wonderful you are is not the way to go. I'm not saying to put yourself down, but know when and where to brag. Again, a PR person can let you know about what is appropriate.
I work in PR at a college, but have also been a freelancer.
I have friends who are novelists and artists who think that PR is joke and that they can do the same thing themselves. Ok, they don't have the budget to hire us right now, but they should at least pay a consulting fee for some advice because I can already see them digging their own graves with their annoying self- promotion and bragging.
Anything to say on the matter? Any advice on crossing the line between bragging and self promotion?
Thanks, B