If your product or service can be given as a gift, a publicity
windfall awaits at the end of the year - but you need to start
working in June. Each December, media outlets cover the newest,
the hottest and the most unusual Holiday gifts. The reporters
assigned to develop these pieces typically depend on two sources
of information:

1. Phone interviews with local store owners

- and -

2. Press materials that have been sent by publicity seekers.

Let's deal with Point 1. Here's a cool trick: In early
November, write a letter to stores and major websites that carry
your product. Remind them that they may be hearing from
journalists soon about hot gift ideas, and request that they
consider mentioning your product when that happens. Point out a
few reasons why your product is the newest, coolest, best or
whatever. Ask the vendor to drop you an e-mail or give you a
call if a story results that mentions your product.

Now, on to old-fashioned publicity. When to contact the media
depends on the publication or program's lead time (how far in
advance of publication or airing the material is developed).
Magazines like Woman's Day have a lead time up to six months, so
get materials to them now. Newspapers have a lead time as short
as a week for feature material, so send materials in November. In
between are wire services, medium-lead magazines, "in-flight"
magazines and others. To learn the lead time of a particular
media outlet, call the editorial department. If that doesn't
work, try the advertising department.

What you send should be kept simple -- a press release about your
product/service, a pitch letter explaining why it's such a great
gift idea, and, if applicable, a disk with color product photos.
See our articles "How to Write a Great Pitch Letter"
http://www.publicityinsider.com/pitch.asp and "How to Write a
Great Press Release" http://www.publicityinsider.com/release.aspfor more details.

As you craft the materials, think about where your
product/service fits. Based on its nature, cost, rarity or
usefulness, it may work with a variety of typical Christmas Gift
stories such as: Great Stocking Stuffer Ideas, Gifts for
Teenagers, Gifts for the Person Who Has It All, Gifts for
Executives, Gifts that Relax, etc. By suggesting a category for
your product, rather than simply stating "Here's a product that
would make a nice holiday gift", you're making yourself stand out
-- and maybe even giving the journalist an idea for a story angle
that he or she wouldn't have thought about otherwise. Either
way, your chances of getting coverage are greatly improved.

Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists. Now, through his website, eZine
and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses http://www.PublicityInsider.com/freepub.asp ,
he's sharing -- for the very first time -- his secrets of scoring
big publicity. For free articles, killer publicity tips and
much, much more, visit Bill's exclusive new site:
http://www.publicityInsider.com

In The News:

---

Renault CEO sees 'difficult' return from summer holidays for ...
Forbes, NY - 7 hours ago
PARIS (Thomson Financial) - Renault CEO Carlos Ghosn said he expects a 'difficult' return to work for the French car market following the summer holidays, ...

Impressed cruise firm offers more holidays to selfless community ...
New Zealand Herald, New Zealand - 5 hours ago
Now the calibre of the "unsung heroes" featured in the Herald has so impressed P&O Cruises that it is offering another two trips to some of the most ...

ITN
Times are tight – but there’s always cash for a holiday
Independent, UK - 23 hours ago
There may be trouble ahead, but they aren’t keeping holiday-makers at home. In fact, the the travel business is reporting continued growth. ...
Hard-Pressed Brits Holiday At Home Sky News
all 9 news articles

Home swapping provides a break from pricey holidays
Scotsman, United Kingdom - Jul 5, 2008
By Emma Lunn FANCY a week in a villa in Florida or a cabin in the Swiss Alps but can't afford peak season prices charged by holiday companies? ...

The Maddie factor that will haunt this year's family holidays
guardian.co.uk, UK - 23 hours ago
We needed to book a holiday suitable for small children. Which is how I came to be scrutinising an internet site for a family holiday company. ...

Daily Mail
Bosses 'afraid to take holidays in case they lose their jobs'
Daily Mail, UK - 3 hours ago
By Daily Mail Reporter Many executives dare not take a holiday because they are too worried about losing their job. One in four will not use their full ...

School Holidays For Lautrec
Racing and Sports Pty Ltd, Australia - 29 minutes ago
Monday, 7 July 2008: Toulouse Lautrec heads to the paddock after his tumble in Saturday's Grand National Steeplechase and will go back to school during the ...

Businesses wrapping up the holidays around Chatham County
WTOC, GA - 40 minutes ago
CHATHAM COUNTY, GA (WTOC) - If you looked up to the skies at any time during the weekend, you probably would have seen cloudy skies and rain. ...

Farming becomes sexy
Vancouver Sun,  Canada - Jul 5, 2008
activities like the farm conservation holidays will help create awareness of a Canada-wide need to recreate the critical mass of farmers. ...

Farm holidays put vacationers in touch with the land
Vancouver Sun,  Canada - Jul 5, 2008
But that's exactly what TLC's upcoming farm conservation holidays are all about. You can sign up for holidays at Duck Creek Farm on Saltspring Island from ...

holidays - Google News