How to Pitch Your Products for 2020 Holiday Gift Guides

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I recently participated in a roundtable discussion hosted by PR pro Ronjini Joshua of Silver Telegram in California. Joined by another industry colleague, we presented our thoughts on some fundamental questions Ronjini posed and then fielded a few questions from attendees as well. To read the recap on the Silver Telegram website, head here.
 
I will list a few more pointers that I shared on that discussion, from my experience as a freelance journalist, editor and writer, if it helps with your efforts.

 In terms of the best way to get a product included in a gift guide:
 

1. Do your research – what is the outlet, who is the readership, what is the theme for the gift guide or for the month? This is available on their media kit or editorial calendar and if you can’t find that online then request it. Customizing your pitch to the outlet is like creating a resume for a job application – it has to be tailormade for the recipient. Make it easy for the editor or writer to work with you by showing you’ve taken the time and effort to do your homework. 
2. Customize your pitch – address it to the correct editor’s name and if you are using some sort of database then ensure the first name and last name are displayed correctly. Mention the name of the outlet and the specific topic/theme you are submitting toward to show it is not a generic media outreach campaign. If there is a relevant current news hook associated with your product or service, brand or organization, then highlight that at the very top.
3. Keep your press kit ready – the biggest problem I’ve faced as a freelance journalist is not finding appropriate images for stories. Freelancers, unlike staff working in larger media outlets, do not work with large budgets to get photographers to your location for a shoot, even if that is a socially distanced or drone enabled one during current Covid-19 restrictions in place. Having a few different options for images is very helpful. Additionally, I’d advise tweaking any staff bios based on the angle you are presenting to the outlet. For instance, you would want to highlight the tech achievements of a tech company CEO for a business outlet but, you’d want to highlight their or their company’s social good efforts if targeting a ‘companies doing good’ department within that same outlet.

The etiquette of pitching more than one product at a time:

If you can find calls for holiday gift guides online, follow that format as specified by the journalist. If it is aligned with publication and focus, then I say yes to pitching multiple products at a time. As a freelancer, I’d prefer that approach especially given I am a features generalist and work for multiple outlets with diverse focus as far as audience and beats. I do not have the time or the space in my inbox to have multiple emails taking up real estate. I would highly recommend though that you provide a small note on each product and then a Dropbox or other downloadable link for all other detailed information including images so I can access that rather than finding multiple high-resolution attachments taking up space on my email. 
 
To make it easy for a journalist to work with you:
 

1. Media kit is the basic – this is the minimum required to get things started in your media outreach and PR campaigns. Images are a priority and please remember to provide captions and photo credits wherever applicable. Providing this information in the title for each image or all together on a separate document is best. If minors are included in any of your images, please ensure release forms are readily available or let the outlet know these are images owned by you and they are good to use for commercial purposes. 
2. Sources ready to go - if needed or at least some ready quotes that can be used should the journalist decide to highlight your product, turn it into a front of book blurb or simply want to include a quite from the leadership team in your organization. Specify their names and designations clearly and provide a headshot too. When deadlines come around and a little something more is required to complete a layout at the eleventh hour, that journalist or editor will not have the time to then contact you for a comment from your team. 
3. Make them take note - in general, but also given the year we have had, if you are doing something that’s feel good, that goes beyond your company and product, provide that information in your pitch. Of course, it’s great if that’s already the focus of your efforts but if not, then that’s certainly something to bring attention to. Also, if you’ve received any recent recognition or award, any attention from some surprise supporters like local community members or more well-known celebrities, that’s organic and not influencer or brand marketing-driven, then make that information stand out as well. 

 
The last quarter is peak season for media to receive pitches for gift guides. Some outlets already have theirs finalized if they work months in advance, which is typical of most print publications and some digital ones too. Sign up a source on www.helpareporter.com to receive daily emailers of journalists working on stories looking for experts, products, experiences and other queries – one or more of those calls might be just what you need to respond to. You can also see which outlets are currently working on gift guides and, sometimes, also the names of the writers for future reference. Here’s wishing you much success in your gift guide pitching efforts.