It’s that time of the year when we are being approached by many of the UK’s biggest PR agencies and brands, looking to secure national media cut through, to drive pre-Christmas sales.
While it’s one of the most exciting and potentially lucrative times to land coverage for your clients, it can also provide challenges, with so many other brands competing to create stand out exposure, amongst an avalanche of branded Christmas themed releases.
During November and December, we sell in directly to news desks daily. One close contact on the MailOnline news desk advised me this week, that around this time they are receiving up to 400 festive press releases a day, most of which will be ignored.
So now is the time to make sure your ideas are razor sharp and often that means pushing back to clients and brand managers, who often have their own ideas of what makes a decent editorial story.
My advice would be to think outside the box and advise clients to be bolder in their messaging around this time. Shout a little louder and create ideas that will elevate your story above the usual festive churnalism that news desks are so tired of receiving.
That said, many of the most tried and tested formulas still work, if done properly. Think about the target market for each publication. If you’re looking for red-top coverage, think about the mainstream narrative of Christmas and Britishness, whether it’s a story about sales of sprouts, Christmas turkeys, festive traditions or spends.
For broadsheets, imagine appealing to an older more discerning reader. Think stories about property, homes and gardens, nostalgia, behaviours and attitudes of over 50s, or how millennials and Gen Z’s do things differently to over 50s.
Make your campaigns bigger and more social with assets, such as talent, expert comment, video, pictures. Remember online outlets are looking for more than words these days. If your story is stats based or research-led then do not expect online coverage unless you have something visual to bring this to life for the digital space.
Be subtle in your branding, remember this is editorial and not advertorial. Educate clients and brand bosses that this activity is not guaranteed but something that is earned, off the back of good content. If you give a journalist something they want to write about, tailored to their readership, they are more likely to add your branding.
Manage your client’s expectations at this time of year. When the competition for branded coverage is so fierce, brands need to understand that coverage can take longer to achieve and you may need a plan B.
Finally, not every release in November or December needs to be Christmas themed. The fact that every other brand is sending out festive releases means you may have a better chance of coming up with an evergreen idea, which can sit well at any time of year.