I walked into a local department store this weekend and discovered aisles of merchandise for Halloween, Thanksgiving, AND Chanukah and Christmas. Clearly American marketers have determined it’s not too early to get people thinking about and buying for the holidays ahead.
It’s also a great time for public relations practitioners to associate their organizations with people’s holiday mindset. Reporters, bloggers and producers seek holiday-related news, so there are plenty of opportunities to pitch an expert, product or service that can be tied to the season. It’s the PR person’s job to have stories ready to be placed in the appropriate target media.
Cision, the leading earned media software company, notes in its marketing materials: “Every brand wants to stand out during the holiday season. Securing placements on retail blogs and in lifestyle publications helps you reach your target shoppers and earn their trust.”
Communication agency marketingmaven.com notes, “According to a 2016 Google consumer survey, nearly seven in 10 people are undecided or considering multiple gift options during the holiday season. By having your product featured in a holiday gift guide, your brand can experience added exposure, an increase in website traffic, and a bump in sales.”
Beyond the gift guides are online and print publications, each featuring typical seasonal articles about the most popular costumes for Halloween, cooking and menu ideas for Thanksgiving, and the hottest-selling toys in December.
“Some businesses are naturally a better holiday fit than others. However, with creativity, you can find holiday themes to include into your content, no matter what your organization does,” says PR consultant Michelle Garrett. That’s true. It’s not just about costumes, gifts and decorations.
For example, Halloween offers possible stories about child safety, healthy eating, dental care, and creativity. Thanksgiving pitches could focus on family dynamics, history, travel, and football. During Christmas/Chanukah/Kwanzaa, media people like stories on faith, charity, clothing, holiday movies, and lots more. That’s why PR people need to identify ways to link their businesses’ products and organizations’ services to the appropriate holiday, and be ready to tell unique stories to their targeted publics.