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What's in store for this edition:
The fine details of Gift Guide Pitching
Gift Guides FAQ
Are you looking to boost sales, get featured in the media, become a beloved brand, or enhance your SEO? Getting listed in a product gift guide can help you achieve all these goals. Let's get your product featured in a gift guide!
No matter your niche, there’s a guide for you.
Let’s cover some frequently asked questions:
How Far Ahead of Time Should I Pitch?
For digital publications, start pitching one to two months before the holiday. For example, if it’s a product for Mother’s Day, start in March. This way you have more time to perfect your pitch.
If you have a digital gift, you can pitch closer to the time, since some journalists accept submissions right up to the last minute.
For print publications, pitch three to four months in advance due to longer production times.
Do I Need to Send Samples?
Most of the time, for a gift guide, you don’t need to send samples. Legitimate journalists usually want to know what makes your product different and unique, and your mission.
When should you consider sending samples?
If your trying to get an influencer list you in a gift guide, you’ll need to send samples.
If your product will be featured on TV for a debut or live product demonstration, naturally, they will need samples.
If your product is low-cost, consider sending samples.
If your product is expensive, consider sending a small sample (e.g., perfume, fabric piece, miniature version of product, or video)
Caution⚠️: If you get asked for too many samples, watch out… they may not be a legitimate journalist.
What Product Should I Pitch?
Focus on one or two products that are most relevant to the guide.
Do not send full product brochures.
Do your research and tailor your pitch to the journalist's audience.
Do I need to pay to get into a gift guide?
Paying to get into a gift guide is similar to buying an ad. Understand that paying for a feature is essentially buying an ad, which lacks the credibility of organic editorial coverage. It's paid media, not earned media.
Anyone can pay for an ad, but not everyone can secure editorial coverage.
Any PR topics you want covered? Drop me a line and let me know
“No one has ever become poor by giving.”
Do this now:
Research.
Look for upcoming gift guides in your niche and start compiling a list of potential publications to pitch.Tailor Your Pitch.
Review your product offerings and tailor your pitch to match the themes and audiences of the guides you're targeting.
Term to Learn
A Case study is a detailed, in-depth examination of work a company has completed for a client that emphasizes the objectives, processes, solutions applied and results achieved.
FAQ
Q: I’m not a “maker,” I curate products for gift boxes, can I still pitch for gift guides?
A: Absolutely! You’ve taken the time to pick the best of the best, and you would be a great addition to a journalist round-up. Even if you don't make your own products, you can still get featured by curating unique boxes or collections. Repurpose your curated products for different occasions to get into more guides.
Get PR techniques from recent news.
Newsworthy
Reservations Now Required
This popular Florida State Park is now requires reservations.
Do you have a change in the way your company will do business that will affect the general public? If so, you need to let people know. What PR methods can you employ?
Essential strategy:
A press release sent to all relevant news outlets (don’t forget radio)
Social media campaign
Cross-promotion efforts with similar businesses
Put the news on your website
Put it in newsletters and blogs
In this case street signage maybe important.
💫 Pro Tip: Remember to do so in plenty of time before the changes take place. This article was released on March 4th for the March 12th changes. No doubt they pitched at least 2 weeks before.
✍️ Key PR Takeaway: Press releases are an effective tools to get your message out.
Learn from others.
50% Cool : 50% Cringe
Cat Food Recall because of Bird Flu Contamination
Wild Coast, a Washington state-based pet food company, announced a voluntary recall on its cat food products as precautionary measure after two domestic cats tested positive for bird flu and died.
50% Cool because the company acknowledge and empathized with the loss of a pet, and took immediate action.
50% Cringe because no one wants their pet to die due to contaminated food.
✍️ Key PR Takeaway: Have your crisis plan ready. Statements, announcements, press releases may need to be released. If your company is involved in a crisis remember transparency and empathy are important.
Useful PR Resources.
🧰 TOOLKIT
NewsWhip
NewsWhip combines the world’s fastest media monitoring with custom AI models to deliver clarity on what’s happening now – so you can shape what happens next.
This would be overkill for the DIY publicist, however it’s a very robust tool for some of the following uses.
PR Agencies: Predict the impact of a client crisis and identify the next big consumer trend.
Large Brands: Take your comms strategy from reactive to proactive.
Publishers: Discover emerging stories, news, and trends.
Want to see more? Take a look at a recent report they compiled about what content people are most engaging with among the 88,000 articles written about DOGE (the Elon Musk-adjacent Department of Government efficiency).
Attention Seeker of the Week
Rylo
Rylo is a fun-loving 1-year-old Cockapoo. With his fancy fur dye and grooming, Rylo seeks attention and will jump extremely high—almost as high as a cat. Rylo jumps for attention, and we're here for it.
Did you miss that hour of sleep on Sunday? I know I did! 🥱
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
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