9th Day of Pre-Christmas Marketing Tips - Utilise Press Releases to Full Effect

It’s oft-mooted that ‘there’s no such thing as bad publicity’ and, while there may be a semblance of truth that getting your brand recognised, getting noticed for all the right reasons is significantly more valuable. It’s also vital to ensure that you draw attention to yourself at the right times, with Christmas one of the key points of the year when it pays to have your name standing out from the crowd.

The humble press release, therefore, represents your opportunity to have your name on the lips of consumers everywhere, not least if you have something newsworthy and attention grabbing to say. And, when it comes to Christmas, it is always possible to find a newsworthy angle with which to get your name in print and customers to your site.

How to target your press release

Crafting the perfect press release isn’t an easy task, as trying to capture the attention of journalists, bloggers, and editors is different from your standard marketing audience. Instead, an audience of journalists will be seeking a press release that should meet the following criteria:

  • Does the release contain anything new?
  • Does the news appeal to an audience outside the business and industry?
  • Does the release contain anything unusual or quirky?

News journalists will only want to print stories that will engage with their readership, so ensure that any press release you send this Christmas adheres to these principles. Even though you will be actively promoting your store and products, you should aim to tailor your messages to suit a wider audience. Focus also on writing a press release that is concise and to the point, with a headline that jumps off the page to attract attention.

Capitalise on the Christmas rush

Christmas is a time for giving, but it’s also a time when trying to find the perfect gift can be stressful. For example, games consoles are always a big seller over the festive season for children and, as such, availability becomes limited, leaving you potentially unable to obtain the gift. One leading retailer was savvy enough to capitalise on the scarcity of the product at Christmas, and distributed news of limited availability of the product. As such, the company experienced a sudden growth in interest and increased footfall in the store, which in turn provided the chance to upsell additional products and generate more revenue.

For retailers, the Christmas period is the busiest month of the year and trying to obtain interest in your company is tougher than ever. Put a little creativity behind your thinking in order to generate a press release that will connect with your PR contacts. Of course, you will need to put the hard work into ensuring coverage of your story, but sourcing suitable opportunities will undoubtedly provide you with the chance to reach a wider audience.

For further help with PR campaigns contact Whitefish Marketing today.  Our team of public relation marketers, will help increase your visibility and showcase your message to attract more audiences for your website.

View all tips:  12 Days of Pre-Christmas Marketing
Read Previous Tip:  8th Day of Pre-Christmas Marketing:  Manage expectations for delivery times
Read Next Tip:  10th Day of Pre-Christmas Marketing:  Think socially


About Chris Surridge

Chris Surridge is an experienced Digital Marketing Director with a wealth of knowledge on Search Marketing Strategies and Conversion Analysis. His value is in strategic planning for client accounts, and his consultative services.