| PR Newswire 
Just like Santa and snowmen, procrastination is one of the biggest constants of the holiday season. In some way and at some time, we’ve all found ourselves down to the wire during the holidays. The good news is there’s still time … Still time for decorating, still time for shopping, and still time for pitching the media on your brand’s last-minute holiday story. Reporters, editors, and producers welcome good story ideas, a fact that is particularly true as hard news often slows to a trickle amidst the hustle and bustle of the season. “So many people are off [work] around the holidays,” says Katie Kramer (@KatieKrames), web/mobile producer and social media specialist for Syracuse Media Group. She recommends PR professionals target broadcast outlets during the holidays because “television may need to fill time.” You can use this to your advantage by feeding the media’s appetite and giving them something to sink their teeth into (like the cookies left out for Santa). While your cohorts roast chestnuts on an open fire, you might secure some earned media placements. Earlier this season we published full lists of product pitching tips and content marketing ideas for the holidays; however, here are three quick reminders for a successful last-minute holiday strategy that won’t get “lost in the shuffle.” 1. Work the Holiday Angle. Every story needs an angle, and a holiday connection provides an obvious, timely hook. Of course, one could argue that holiday-themed pitches are a dime a dozen this time of year, but being topical is a good start. Help your story stand out by following our rules for high-quality content. Be useful, newsworthy, and relevant, and tell a story that elicits emotion and inspires engagement. 
2. ‘Tis the Season for Year-End Round Ups. It’s no secret — lists make it very easy for your audience to digest information, and television news producers love Top 5 and Top 10 countdowns. Although you’re welcome to offer a Top 25 list, stations will likely pair it down, mentioning only highlights relevant to their viewing area during the broadcast. 3. Package Your Content with a (Multimedia) Bow. The most important thing to do is to make the journalist’s job easy. If you have pre-produced video, offer a link to b-roll that complements your story. Put your best footage up front (in the first 20-seconds of your package). Remember, though, that this video is not a commercial. Ditch the exterior building (unless that’s the story) and logo shots along with the soundbites. Nobody wants to look at wallpaper footage, and the last person anyone wants to hear from is a paid spokesperson who was obviously fed lines. The broadcast media is too skeptical to run it. Do a little digging, instead. Find a story for your video that can be easily repurposed in editorial content, and make sure you have well-spoken, knowledgeable and personable subject matter experts – both internal and third-party – who are available for in-studio and taped interview segments. Earned media can prove elusive even for the most seasoned communications professional. However, stand-out content coupled with a strong distribution plan will go far. Get more tips that will help you land editorial coverage by downloading our white paper Best Practices for Creating Media-Friendly Content.  Wes Benter (@WBenter) is a senior online community services specialist at ProfNet, a service that connects journalists with expert sources. He previously worked as a creative producer for PR Newswire's MultiVu and reported news and forecasted weather at network affiliates in the Midwest. Submit an expert query 24/7 to connect with sources for your next blog post or article.
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