It seems like every PR pro we asked about placing products in gift guides around the holidays employed the same quip.
Reporter: ‘What’s the most important thing about pitching a product for a holiday season gift guide?'
PR pro: ‘Do it in the summer.’
While timing plays a role, it’s just one of many steps. A campaign begins well before the PR pro sends a pitch or completes an online form for product placement in a holiday gift guide.
The first consideration is deciding that putting a product(s) in a gift guide meets a company objective.
Once that’s done, the campaign is just beginning, says Brian Lowe, president & CEO, BML PR, Florham Park, N.J.
Lowe’s next step should sound familiar: do your homework. “You want to talk to media friendlies, even un-friendlies, and find out about their gift guides’ hooks. Otherwise, you could be pitching a $100 product to a guide featuring $20 items,” he says.
Jennifer Magaña, PR division lead at Beyond Fifteen Communications of Orange County, Calif.
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