The media industry often sees Christmas as a time to wind down and relax and even minimise pitching or distributing press releases. However, I think Christmas can offer PR’s gems of wisdom and tips, below I have summarised my top three.
1. Make a list, check it twice
Making strong journalist lists is pivotal to being a good PR person, especially if you are dealing with a number of different journalists and media opportunities at the same time.
Santa Claus makes a list of all the children he needs to deliver presents to, and also so his elves make the right presents and don’t miss any children. When PR’s are sending out that all important news worthy press release, they need to make sure they’re not missing out on any key journalists.
2. Follow a star
Every PR person should be utilising all of their key spokespeople. Here at BlueSky Education we are always promoting and directing journalists to key professors, Deans and researchers and we’re listening to their opinions and expertise. This is particularly useful when their area of expertise is a news topic or they have a recently published research paper. The three wisemen didn’t get lost because they followed a star, PR’s should know which stars to follow.
3. Make sure there’s room at the Inn
Don’t pitch a story that has already been talked about from every side. It’s too difficult to be spotted in a crowded market. My advice would be either pick a different story to promote or come up with a new angle on a pre-existing story. Mary and Joseph couldn’t fit in the Inn they had to find an alternative sleep in the stable, I think the same can be applied to PR as you shouldn’t try and get in somewhere where you simply don’t fit.
Christmas is also a great time to show kindness to the media, especially those journalists you frequently contact and who regularly publish stories from your clients. From all of us at BlueSky PR we wish you a Merry Christmas.