As time burnishes the shock of September 11 into a dull ache, media relations counselors are getting back to business, with holiday campaigns their next order of business. Many
seasonal overtures are off to a late start, although veteran insiders hope this isn't going to be a year without a Santa Claus.
"Certainly the public mood has changed, but we're trying to listen to President Bush in terms of getting back to business," says Kim Reingold, a spokeswoman for Polaroid Corp.,
which last week launched its "Life of the Party" sweepstakes promotion encouraging consumers to use Polaroid cameras and film in the months ahead. "There are still going to be
holiday celebrations," she says.
Media mavens pitching holiday fare are likely to face a considerable gauntlet in Q4, as the news hole remains small. "It's the old 'if a tree falls in the forest' thing," says
Pam Talbot, president & COO of Edelman U.S. "If you [launch your holiday announcements] but the media is still so completely focused on September 11, how hard is it going to
be to get attention for your product?"
While the news aperture broadens with the passage of time, product promoters are, nevertheless, likely to encounter bottle-necking as holiday pitches that have been stalled for
upwards of a month begin to hit news organizations en masse.
"There will only be so many stories the media will be able to utilize," says Paul Freifeld, VP and general manager in the Chicago offices of KEF Media Associates, a shop that
provides video and audio news releases, satellite media tours and other broadcast services to heavy hitters such as Coca-Cola, United Postal Service and P&G. KEF has been
advising clients to budget in extra time for personalized interaction with news decision-makers, and not to expect customary quick turnarounds.
Wartime Media
Of course, getting bumped from daybooks remains a distinct possibility in the weeks ahead, as additional findings related to the Sept. 11 attacks continue to unfold and the
U.S. enters a protracted war on terrorism. "You don't really know what's going to surface on any given day," Freifeld admits. "Breaking news is a fact of life."
For this reason, most PR strategists are eschewing one-shot seasonal events. "We've encouraged our clients not to have programs that focus on a single day because there's a
great deal of risk in that," says Edelman's Talbot.
Given the ongoing volatility of media coverage, it's safer to spread holiday PR programs over a period of at least two days, and ideally, across multiple geographic
markets.
Give a Gift of Cheer
Print gift guide plans are slowly re-engaging, according to Amy Bernhard, president of The Gift List, an electronic database of contact information for seasonal gift guide
editors, including lead times, story themes and publication deadlines. "Our assumption is that the press fell a week or two behind in their work, but that by November and December
there will be holiday gift stories, because there needs to be," she says.
Jon Newman, VP/director of media relations at Richmond, Va.-based Slate PR concurs. "What we're finding is that publications that historically do gift and gadget guides for the
holidays are still doing them," he says. But, given the economic climate and the fixation on issues of national security, available page space is slimmer. "Last year [the gift
guide] might have been a 16-page section; this year it's only eight," he observes.
Newman's team is gearing up to promote the high-end Japanese "Inada" massage chair as a chic holiday gift, targeting furniture and design publications as well as in-flight
magazines. "Of course, the question is, how many people will see those publications now, given what's happening in the travel industry?" he concedes.
Publications with long lead times and local media outlets, which are generally returning to a "new normal" at a faster rate, may represent the strongest prospects, he says.
Hitting the Right Notes
While national news organizations are not off limits for pitching, they do require extra care. Given that a sizable number of national media outlets are headquartered in
Manhattan, sensitivity remains paramount, and relationships are more important than ever, Newman says. "You want to listen to their personal stories, because chances are everyone
has been affected somehow. If you already have good relationships with these reporters, you can flat out ask them what they consider appropriate at this point."
Richard Edelman, CEO of the eponymous worldwide agency, says that PR may be uniquely suited to kick-start consumer spending this holiday season, since the notion of earned
media is "more intoned with a sensitive consumer palate" than advertising. "There's not much more you can say in a 30-second spot than 'buy me, drive me, I taste good,'" which
still feels rather raw, he says.
But the lingering questions are how much ink and airtime are available to earn? And how much of an effect will media plugs ultimately exert on holiday spending? With consumer
confidence slipping and the job market weakened by continued rounds of layoffs, core retail sales are forecast to grow at a rate of 1.5% over the fourth quarter holiday season,
compared with last year's rate of 4.5%, according to the management consultancy, Retail Forward. We may see America's softest holiday season since the recession of 1991.
(Contacts: Amy Bernhard, 818/790-0775; Richard Edelman, 212/768-0550; Paul Freifeld, 312/951-5894; Jon Newman, 804/598-8831; Kim Reingold, 781/386-3573; Pam Talbot, 206/223-
1606)
Aftermath PR
In its latest e-letter to clients, Edelman PR Worldwide offered the following post-terrorism media relations tips:
1) Extend help to the community by organizing volunteers and utilizing your company Intranet to guide employees to productive ways of helping. Financial assistance should be
offered in a low-key way and should not be publicized by your company. Let the receiving organization publicize it if they so choose.
2) Reconsider all media events scheduled through mid-October. Media coverage is unlikely, logistics are difficult and public mood is not receptive.
3) Do not use the media's preoccupation with one story to release and "hide" negative news. What is gained in the short term may have long-term ramifications on trust and
credibility.
4) For time-sensitive stories that must be released in the next few days or weeks, plan for a second wave of activity at a later date to increase changes of coverage and public
awareness.
5) Know where reporters are. Remember that major media outlets, such as The Wall Street Journal, are not allowed into their offices and have relocated many reporters to South
Brunswick, NJ and other bureaus. Email is the best way to reach reporters and attachments should not be sent unless requested.
(Source: Edelman Atlanta, 404/739-0200)