4 tips for using publicity to drive 2021 holiday sales

The great holiday gift search of 2021 has already started. What have you done to boost your visibility and increase consumers’ desire for your product? Publicity can accomplish both! Reporters are already looking for holiday story ideas. There may still be time for Media Relations Agency to help you secure your share of holiday publicity. But you’ll need to act fast. 

Publicity maximizes your holiday marketing budget

Publicity is one of the best ways to tell people why they should buy your product instead of your competition’s. It is a credible way to educate your audience and create desire for your product. Keep in mind: You need to repeat messaging three or more times before people start to remember it. That’s another reason to start now! 

With our performance-based Pay Per Interview® model, our clients pay only for results. To increase our success rate, there’s significant prep work required before our publicists start approaching reporters and producers with a client’s story. We work with each client to create a dynamic package: the right content, images, messengers and channels to enable them to reach their desired audiences and perhaps even discover new audiences.

Here are 4 tips for using publicity to drive your 2021 holiday sales:   

  1. Know your strengths. As part of our Strategically Aimed Marketing® process, we position our clients for the holiday buying season by focusing on what they can say that their competitors can’t. 
  2. Be open to a carefully curated mix of publicity channels. Done right, media stories reinforce one another and enable our clients to tell a more complete story. Arranging a variety of media stories also increases the reach and frequency of our clients’ messaging. 
  3. Be flexible about customizing your approach. We work on building a library of media stories for our clients, with each story nearly always contributing something unique. There are typically many different ways for reporters to talk about a company and product. For example, some reporters will highlight different information than others. We might also recommend using multiple angles to increase our clients’ appeal to wider audiences. 
  4. Repurpose your publicity to create national reach. Traditional media stories (TV, radio and print) direct audiences to our clients’ websites. Be sure you have a process for adding media coverage to your website’s “In The News” section, to further increase your online discoverability, and extend the reach and longevity of your media coverage. Ask us about posting your TV coverage to YouTube, and creating custom videos about your brands. A 2020 Google study1 found that 22% of people who watched YouTube videos were doing so to gather information on brands and services. 

Let’s talk now about creating a strong, strategic 2021 holiday marketing campaign for your business. There’s still a window of opportunity but you need to act quickly. Call us at 952-697-5269 or use this form to schedule time on our calendars. We wish you a very happy and prosperous holiday season! 


  1. https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/pandemic-video-behavior-research-trends/

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 20 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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