Dos and don’ts of pitching holiday gift guides

Linda Zebian  is senior director of communications at Muck Rack.

Pitching gift guides can be a good strategy for PR pros to secure those last few earned media hits of the year. But don’t wait until the halls are decked to reach out to journalists. Experts agree: Labor Day is the best time to start pitching products for holiday roundups. That means there’s still time to make this year’s lists.

According to Jill Schildhouse, freelance writer for publications like Business Insider and USA Today, writers can receive upwards of 500 pitches for a gift guide that has 25 product slots, so your goal should be to stand out from the crowd. Here are a few top tips:

1. Think SEO and affiliate marketing.

Modern gift guides require something extra: products must be available on affiliate marketing networks, meaning the publication or media outlet can earn commission when readers click links and make purchases. Highlight this detail prominently in your original pitch.

“Gift guides have surged in popularity, primarily due to their impact on commerce and search engine optimization (SEO),” explains Amber Masciorini, senior public relations manager at ChicExecs. “…Consumers actively search for gift ideas during peak seasons, prompting publishers to capitalize on this high search volume to boost their visibility and engagement.”

2. Share all the details upfront.

Alesandra “Alice” Dubin, a freelance writer for publications like Travel + Leisure and Good Housekeeping, likes to see a bulleted list of key details: what the product is, price, affiliate information and a live link. Make sure reporters have everything they need without having to follow up.

3. Review last year’s picks.

Many publications update existing gift guides rather than creating new ones — this means researching last year’s roundups is increasingly important.

Here’s an insider PR tip from Masciorini: “By analyzing competitors and conducting keyword searches, I create a targeted media list to pitch my clients for consideration in these gift guides.”

5. Confirm your product is gift-worthy

Not every product is going to be a natural fit for gift guides, and it’s important to be realistic with yourself and your client before pitching. Instead of forcing a fit, consider other strategic ways to gain press coverage for non-gift items.

Your product may be a fit for evergreen roundups at other times of the year — plus, target writers are receiving far fewer pitches outside the holiday rush so your product is more likely to stand out.

6. Follow-up (with new information)

Use pitch follow-ups as opportunities to share a detail not included in the original pitch, for example, tout the product’s virality with a bevy of 5-star reviews.

Dos and Don’ts

• Don’t include too many products—especially from different categories—all in one pitch.
• Do offer samples when it makes sense.
• Don’t include attachments, share links.
• Do use a clear and concise subject line.
• Do include bullet points on why your product is better than competitors.

A final piece of advice for the (holiday) road?

“Never reach out to a writer of a recently published gift guide and ask for your client to be added to it,” Schildhouse says. “That article is done, we’ve been paid and we’re onto other assignments.”