You make a great point Marsha! I never really thought about it that way, but we should definitely give it our all during this holiday and be more productive instead of being in slow motion until January comes. Thanks for your insight!
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Decking the Halls Doesn’t Mean Slowing Down
A mistake many commit in a media campaign during the holidays is slowing down instead of popping the clutch and putting the campaign into overdrive.
While Your Competitors Guzzle the Eggnog, You Can Be Getting the Media
And now, the season begins.
In the office, everyone is hanging around the coffee machine longer and enjoying holiday deserts. Outside the office, people are caught up in the holiday parties, shopping, food, family gatherings, and enough reruns of holiday programs that they are replaying the Grinch song in their head. They spend a little more time online surfing eBay for gifts and writing emails to associates hoping to put any real work off until January 2.
That’s a major mistake for anyone engaged in or thinking of engaging in a media campaign. The holidays are exactly the time to pop the clutch and put your campaign into overdrive.
The reason is obvious. Although many assume that nothing of any consequence really happens over the holidays, what it really means is that fewer people are competing for those guest interviews on radio and TV and in print. This opens up an opportunity for you to jump in and compete for that media, with fewer of your competitors in that mix. Let's face it, the media still needs people to interview to generate content. So, if your competition is not in the game over the holidays, this is the perfect time for you to step in and get the coverage.
Because, even though many companies tend to run silent during the holidays, the media doesn’t. In fact, as we sit there on Christmas morning wondering what store is still open when you’ve run out of aspirin, the media is one industry that doesn’t ever shut down.
During the holidays, turn on the TV. While CBS might be running reruns of Two and a Half Men, of course, the evening news isn’t running a repeat. And, what about CNN? They still report the day’s news just like any other day.
Same thing holds true for the print media - on Christmas morning and the day after Christmas, your newspaper is still delivered to your front door. And you can bet Yahoo! isn’t recycling content from November. No, they’re aggregating news from all over the world that was written on Christmas day.
The media works every day of the year – Thanksgiving, Christmas, New Year’s, Halloween, Yom Kippur, Purim, Kwanza and yes, even Arbor Day. They need fresh content every single day of the week. Their crews may change and shift, their lead people take vacations while second stringers fill in for them. But every day, they broadcast, print, publish and distribute the news. Every day. And their need for content, combined with your competitors’ need to relax, can result in excellent press coverage for you.
You can deck the halls and sing the songs and eat the food that will no doubt be the inspiration for at least one or two New Year’s resolutions. In the meantime, though, consider celebrating the holidays by making them productive. Get yourself in front of the media while your competitors are guzzling eggnog. After all, isn’t success the best holiday gift you could give yourself?
Learn more about the author, Marsha Friedman.
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Updated Apr 26, 2012
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