Why Isn’t Our Product Featured in USA Today’s Gift Guide?
Client A – a company we just started working with in Q4 – emailed me this morning – “Why is our competitor, Brand XYZ featured in the USA TODAY Reviewed, part of the USA TODAY Network holiday gift guide and we’re not?
The answer is – they probably planned their holiday PR and promotion campaign in Q1, Q2.
Here’s my best advice:
In Q1, Q2 prepare your PR gift guide strategy – there’s tons of competition to get into these news features. Consider: which product/s? special Q4 offers, purchase platform
Kick off media outreach in May/June by targeting media outlets your stakeholders read
Promote your brand year round to journalists so your products are top of mind
Note that reporters at print magazines typically start surveying the market in May or June
Digital publications and websites have a shorter lead time – 2-3 months on average
Last Minute Opportunities Do Exist – If the client has a “new” product including high res photos or video, we can do some “last minute” outreach to online media although results will be limited
How will you keep your product or service top of mind among key stakeholders?