I first met Kim Lieb (then Kim Lichtenstein) in 2006ish when we were both interviewed for Atlanta-based, female-focused magazine, Pink – which soon after became a digital only publication called Little Pink Book.
While Pink’s evolution was a sign of the crazy, shifting media times, it was also the beginning of a match made in PR heaven (or at least in my mind) for us. Over the years Kim and I have riffed on story ideas, mulled over growth strategies for our respective firms, and of course lamented over the dearth of effective PR measurement tactics.
All that is to say, I respect her immensely and have enjoyed watching her firm, k101 Agency, explode over the past several years. A few weeks ago, in preparation for a story I was working on with Bloomberg (which ran on November 21st) I sat down with Kim and picked her brain about holiday pitching strategies.
The conversation ended up being extremely insightful, so I asked her to put together some tips for an article. The following is her take on what works and what doesn’t for holiday media pitching…
#1 – Get your initial pitch out early, like when Halloween ends and the Christmas décor pops up the next day. Just think of the irritation sprinkled with excitement that you feel. Same idea.
#2 – Make your pitch personal to each media target and explain why your holiday pitch may be useful. Often times, we like to reference a previous holiday-themed article/segment/blog they have done or even an Instagram photo or Tweet that you could masterfully weave in to your pitch.
For example: “I noticed you Tweeted a picture of a Gluten Free sandwich, and I thought I would reach out to let you know that my client Roti Mediterranean Grill has an extensive GFree menu and is offering BOGO Gift Cards for the month of December.”
#3 – Use informative headlines and present the info in an easy to read email. I like to spoon feed some info to tie into common holiday gift themes like:
- Last minute gift ideas
- Gifts under $50
- Gifts for the women in your life
- Locally sourced/made gift ideas
#4 – Avoid attachments with the first round of outreach, if they see value in your pitch they will ask for more info, images, videos, etc.
#5 – Always follow up via email or phone, because media does get bombarded around this time of year. Quite frankly, the worst that can happen is that you get a BIG FAT rejection. Who cares! They expect us to be stalkers, so often times I will insert a bit of humor when appropriate.
For example: During follow up I may say something along the lines of: “Please don’t file an e-Restraining order [yet], I just want to confirm that you received the Gift Guide pitch I sent you last week.” (more…)