For non-retailers, business slows down during the holidays as offices close and people take vacations. For the media, however, news never stops. Reporters are on a never-ending hunt for news even during the holidays.
To strengthen your media relationships and garner some media attention for your company or clients during the holidays, we suggest these tips.
1. Know reporters’ schedules and pitch before the holiday. A reporter you work closely with day-in and day-out may have a revised schedule for the holidays. Some newspapers have a skeleton crew, so reporters are reassigned from their regular beats to cover only breaking news. Just because they have to work on the holiday doesn’t mean they should have to work overtime to come up with story ideas during slow news cycles. Pitch story ideas for the holidays several weeks out. This allows them enough time to get the story in the bag before the holiday.
(Knowing what your reporters are facing in terms of holiday schedules comes from having strong relationships with them. For some tips on building relationships with reporters, read our “Back to the Basics: Building Relationships with Media” blog post.)
2. Provide all the elements of the story. Make it easy on a reporter and provide all the elements needed to develop the story. Showcase the news, provide background information, have names and contact information immediately available for people they can interview, and have photo or video opportunities clearly outlined (or already captured and ready to deliver). Read our previous blog post for specific tips on “How to Pitch a Reporter.”
3. Ensure people are available to talk. Nothing is more frustrating for a reporter than getting a story lead only to have phone calls go unanswered. Confirm specific times with interview subjects when they will be available to reporters. Provide your cell phone number to the reporter, and be available to assist with the story throughout the holidays as needed.
I once worked with an expert on forest fires. That particular year, July 4 was blazing hot and fire danger was at its worst. The expert’s tips on preparing for and preventing fires were sure to attract a lot of media attention. Tip sheet in hand, I was ready to pitch the story. However, when I called to confirm her availability, the expert let me know she’d be out of the country from the next afternoon until the middle of August. Throughout the process – even knowing we were going to pitch for the July 4 holiday – she’d never mentioned that she’d be gone, and it could have been frustrating for media to have received a pitch and not have the expert available. If you don’t specifically ask about people’s availability, you are setting yourself up for failure.
4. Check out the story – the day the story runs. Don’t wait until you’re back from your own holiday break to look up the story and ensure the information is accurate. With slow news cycles over the holidays, a story tends to get a lot more play. If a story is inaccurate, nip it in the bud immediately.
5. Be thankful. I know several former reporters who are grateful for their jobs outside of news because they finally get to have the holidays off. You may think you were doing a reporter a favor by providing a story idea during the holiday season, but don’t let it go to your head. It’s a stressful time for reporters, made even more so by the fact that they’re missing special festivities with friends and loved ones. Take time to thank the reporter for working on the holiday and for doing a great job with the story. It will go a long way in helping you maintain a strong relationship with the reporter.
By adopting these tips you’ll help your client garner coverage and cultivate a new friend in the media who will be grateful for your special attention. Spend that extra time nurturing media relationships during the holidays, and reap positive returns.
What are some other tips you have for engaging with reporters during the holidays?
Joni Kirk