Tammy Richardson, President
Tape-Seal by Greystone Design, Inc.
Tape-Seal Stops Paint Bleed
602-434-7182 Tammy`s mobile
Thank you Mark for all of your suggestions and props on the product! I`ll be working on revising my press release to incorporate your suggestions!
Looks like a great site.
First thing I`d do is subscribe to the free helpareporter.com list. I`ve seen many reporter queries come across there focused on women-owned businesses, and I expect in the next couple months there will be dozens of holiday gift guide queries. When the queries come in to your inbox, it`s important you respond to the appropriate ones within minutes, otherwise someone else will.
Next, I`d research who wrote last year`s holiday gift guides in the media appropriate for your target customer. The reporters who wrote last year`s holiday gift guide *may* be the ones to write the guides this year, and if they`re not they`ll probably know who to direct you to. For targeting, I`m guessing the top 100 daily newspapers, top newsweeklies (Time, Newsweek, USN&WR), consumer weeklies (People) and magazines that target women (a million of them). For around $500 each, you can purchase the print directory called Bacon`s, which offers the contact information and beats for reporters at magazines, newspapers, radio and television. http://us.cision.com/products_services/bacons_media_directories_2008.asp
For television, contact your local morning shows or in NY, contact the big morning shows, and ask to speak with a producer, then ask about gift guide segments they`re planning. Broadcast is tough, but the rewards would be great so no harm trying!
You can do much of your contact via email and phone. If you`ve got more budget, I`d create a press kit containing a one page fact sheet on your business (the owner, the story behind it, contact information for the reporter and contact information for publication), and paperclipped to the cover I`d put a personalized cover letter: Dear [insert firstname]. Always personalize it. Never say "Dear reporter." I`m amazed at the number of so-called professional PR people who get lazy and do that. But I digress. The cover letter should introduce you and your business in a sentence or two, and ask if they`re responsible for putting together this year`s holiday gift guides. If so, you`ve got some fun and unusual suggestions to share from your business, and then provide your contact information again (phone, email, cell) to make yourself available to answer any questions or comment on the gift buying trends you`re seeing this year. You might want to include hyperlinks to a press room that would allow them to download high resolution images of your products. Alternately, you could include a CD with images.
For the monthly publications, your campaign should start in the next two months, latest, because they have 4 month or longer production lead times. For daily newspapers, your kits or your first emails/phone calls should arrive at 3 or 4 weeks before Thanksgiving. When you call, first identify yourself, then ask if they have a quick second, then ask if they`re responsible for this year`s holiday gift guide. Be polite and considerate of their time and you`re bound to make some new allies in the promotion of your business!