Season’s Greetings!

While this time of year has everyone else thinking grilling, fireworks and sunblock, for us PR pros ’tis the season for holiday gift guide pitching. Yes, it may only be July but for the editorial world they’re busy making their list and checking it twice.

Exactly what is a holiday gift guide? Each year leading up to the holidays, media outlets from your major national monthlies, local dailies to online and broadcast put together their picks for what should be on everyone’s wish list. It serves as a great gift finder resource for readers and viewers looking for that perfect present or the last minute gift.

Just how influential are these gift guides? There are media database systems devoted just to the category. Remember Oprah’s Favorite Things? This SNL clip might be a slight exaggeration, but there is no exaggeration in what effect these lists have on your client’s sales. Hate them or love them, you can credit Oprah for bringing the Ugg Boots to the national consciousness after landing on her list.

So how do you get on their list? Well aside from being good, of course, here are some helpful tips that we Hodgers have learned with several holiday gift guide seasons under our belts.

TARGET: What outlets are a fit for your client’s product? What are their consumers reading?

RESEARCH: Don’t start your research in your media database, head to the bookstore. Flip through magazines and see who’s editing the front of book sections.

OLD EDITIONS: Have any magazines lying around? Flip through gift guides from 2012 or 2011. That could tell you if a freelancer is working on the guides or not. Hunt them down!

PREP: Have hi-res photos of your product available in advance. One of the best ways to share is through a public dropbox that’s easily send-able to journalists.

DEADLINE: A majority of outlets make clear what their deadlines are to receive your pitch. You don’t want to be late and miss an opportunity.

PITCH: Keep it short, tailored and explain why you think your product could be a fit for said publications. Also include pricing info, where to buy and other info you think maybe important.

CREATIVE MAILER: Holiday gift guides are competitive, so be creative to break through the clutter. Try something different – vine video showcasing the product?

FOLLOW-UP: But, don’t overwhelm. You don’t want to end up on the naughty list.

That said, happy 4^th of July!