Hello December… It’s beginning to look a lot like Christmas and TeamEV could not be more excited! It might be the season for frivolous festivities and restorative relaxation, but it is definitely not the time to drop the ‘ball’ with pitching for that valuable press coverage for your brand. Our PR & Communications Trainee, George, is here, once again, with all the events and opportunities to pitch for the month ahead and beyond.
KEY AWARENESS DATES
December 1st– Tree Dressing Day
December 3rd – International Day of Persons with Disabilities
December 8th – Brownie Day
December 9th – Pastry Day
December 25th – Christmas Day
December 26th – Boxing Day
LAST MINUTE COVERAGE
As you can probably guess, our last-minute recommendation this month is, of course, Christmas. It’s the most profitable time of year for retail with seasonal purchases accounting for over 20% of total retail for some businesses. Whilst it’s true that most seasonal press coverage is planned weeks in advance; there will still be some last-minute opportunities to snap up! Whether it’s a tabloid seeking a hospitality business owner to comment on topical concerns on the new COVID variant or a popular wellness blog requesting a mental health professional to give an expert comment on how to manage stress during the festive season. An applicable niche will undoubtedly emerge, so keep your eyes peeled for relevant journo requests (#journorequest on Twitter).
January is also around the corner and as I previously mentioned last month, it is a crucial month for health and wellness brands. I predict there may be some last-minute opportunities for wellness centred products, so ensure you’re pitching for a place.
SHORT-LEAD VS LONG-LEAD
Understanding the difference between long and short lead media and how to pitch accordingly is a topic we’ve already covered on EV Insight; but to keep it short and sweet, the key to differentiating between the two is in the name!
Traditionally, ‘Short Lead’ has a turnaround of about 6-8 weeks from pitching, editing and publishing whereas ‘Long Lead’ follows a much longer timescale of anywhere from 3 – 6 months. However, due to the impact of COVID and the rise of WFH culture and digital-only media, there is certainly more flexibility and scope for last-minute opportunities than ever before.
Our short-lead recommendation for December is Valentines Day! Perhaps, you’re a restaurant or bar that is planning to launch a special menu for lover’s day or a beauty brand that releases specialist gift sets every year-now is definitely the time to start drafting your pitches! As always, don’t be afraid to stray away from convention. In recent years, there’s been some wonderfully creative ‘anti-Valentines Day’ campaigns and PR stunts from big brands that celebrate the very antithesis of the holidays. Yeah, I’m talking dumping, break-ups and the joy of ‘ridin’ solo’. It’s definitely one way to get consumers discussing your brand!
Example Short Lead Forward Features:
GQ– ‘The Lab’– Product pages: Reviews of two types of technology products (Leadtime: 3 months)
Stylist– ‘Queen of Everything’–:An interview page where a female personality describes what they would do if they were the ‘queen of everything’ (Leadtime: 1 month in advance)
City A.M–Lifestyle food & drink page: A page dedicated to reviewing restaurants, food & drink. (Leadtime: 1 month)
Looking further ahead to spring 2022, there are a plethora of key dates to gain coverage. April Fools Day on April 1st provides the perfect opportunity for a ‘left-field’ and quirky stunt to gain virality – coverage will likely be round-ups on the day, but it is worth brainstorming now to increase your chance of securing coverage. The springtime also beckons in the ‘spring clean’ and an influx of related pieces in publications. You can expect to see articles on everything from wardrobe detoxing to cleaning tips, so if your product or services align then this is your time to shine.
Example Long Lead Forward Features:
Men’s Health– ‘Life Lessons’–Interview page: A 4-6 page spread on the lifestyle tips of a well-known personality(Leadtime: 4 months)
Cosmopolitan– ‘Cosmo Living’–: 2-3 pages on a specific destination with travel product reviews (Leadtime: 4 months+ in advance)
Country Homes & Interiors– ‘The Best New…’: Regular feature that focuses on a specific type of home product (lamps, tables) (Leadtime: 5 months)
So, that’s December mapped out for you… head on over to @eastvillagepr and share with us how you get on! We want to see that coverage rolling in for you, and don’t forget to tap into even more hints and tips over on Pocket Sized PR!