When you ask the average person when Christmas is, they are more than likely to say December 25th, but ask any Public Relations professional and their answer will be slightly different by a few months. Although there may not be stockings on the fireplace or gifts under a tree, in this industry Christmas comes in July. To better explain what “Christmas in July” really means we have listed a few industry tips below.
Lead Times. Public relations professionals must pitch according to what their outlets are working on. Typically, major publications such as Real Simple, Every Day with Rachael Ray and Better Homes and Gardens have a 3-5 month lead time, meaning that while it may be July in real-time, they are already working on Holiday issues! For smaller, regional publications the lead time may be shorter—about 1-3 months.
Finding the Right Contacts. When it comes to pitching it is imperative that you reach out to the proper editors (Pitch food items to food editors, not fashion editors). During the Holidays, this can get a little confusing—some publications designate one editor that is in charge of Holiday Gift Guides, some have multiple editors accepting submissions and some publications don’t even have a gift guide! The key is to stay ahead of the game, do your research and figure out the Holiday contacts before you pitch. Nothing is more embarrassing than pitching for a gift guide only to find there isn’t one.
Deadlines. Deadlines are key in the Public Relations industry. If you don’t meet them, you won’t secure coverage and if you don’t secure coverage your client may not be a happy camper. Deadlines may vary for major publications Holiday issues, which explains the importance of doing your research. We suggest that when reaching out to find which editors are in charge of the Holiday Gift Guides or Holiday Issues that you also inquire as to what the deadline is for submissions (bonus points if you also ask for the theme of their issue)!
Hopefully these tips give you a little insight into what we mean by Christmas in July—have any extra tips? Comment below!
If you are looking to secure Holiday coverage for your brand please contact us, we would love to help! Have a Merry Christmas!