It has been a maddening month. Festive season is
overwhelming for PR professionals; Diwali brings more jitters and anxious
sweats than any other festival in the country. Apparently, the dynamics of the
market change around this time and so does consumer perception. They will be
looking at newspapers for products, searching the market for variety of things
– we just need to make an impression around this time. Everyone wants to sell
their clients (and thus their products); everyone wants to be the first one to
reach out to their audience and last one to leave their minds. This is the time
when sales can take any business to another level, not just financially but as
a brand too. Hence, the PR professionals are between a rock and a hard place
trying to live up to the expectations.
I have been thinking about a perfect blog topic for a long
time (3 weeks to be precise) and this one hit like raging bullet. Now that
Diwali is over, I would like to share a few observations that I made this year
during the festive season.
Diwali isn’t a one
day festival
The whole week is jam packed with one festival after the other starting with Dhanteras, followed by Choti Diwali, Diwali, Vishkarma Day, Bhai Dhoj. It may not seem that way but people celebrate all these days with as much enthusiasm as Diwali. You have between five to seven days to influence your public on different products and mindsets. Find interesting stories for each of these days; pitch them to different publications and see how much value it adds to your client’s product. Moreover, ad rates during this season shoot up like a rocket (pun intended). Consider how much profit you would be fetching your client if you can get a few stories this time around. Let him also know how happy you made his Diwali.
The whole week is jam packed with one festival after the other starting with Dhanteras, followed by Choti Diwali, Diwali, Vishkarma Day, Bhai Dhoj. It may not seem that way but people celebrate all these days with as much enthusiasm as Diwali. You have between five to seven days to influence your public on different products and mindsets. Find interesting stories for each of these days; pitch them to different publications and see how much value it adds to your client’s product. Moreover, ad rates during this season shoot up like a rocket (pun intended). Consider how much profit you would be fetching your client if you can get a few stories this time around. Let him also know how happy you made his Diwali.
On a side note, remember that newspapers are not published a
day after the festival because of reasons no one can fathom. As frustrating as
it might be, it is a day lost for you. Planning any story a day after Diwali
would be a waste of time – save yourself the trouble and heartache by keeping
this in mind.
Shopping time of the
year
As a buyer, Diwali is auspicious as well as profitable. With discounts and attractive offers on everything from shoes to designer clothes to designer jewelry and digital products, there is no better time for a consumer to shop than Diwali. Similarly, there is no better time for you to get your client out there. Also, it is also a foodie’s delight for the festival is associated with delectable food and sweets (Pakwaan to be precise) so it is a field day for restaurants as well. No, PR is not advertising; it is branding and such opportunities can get you ahead of your PR game.
As a buyer, Diwali is auspicious as well as profitable. With discounts and attractive offers on everything from shoes to designer clothes to designer jewelry and digital products, there is no better time for a consumer to shop than Diwali. Similarly, there is no better time for you to get your client out there. Also, it is also a foodie’s delight for the festival is associated with delectable food and sweets (Pakwaan to be precise) so it is a field day for restaurants as well. No, PR is not advertising; it is branding and such opportunities can get you ahead of your PR game.
Early Bird Catches
the Worm
Magazines, in particular, work their socks off for Diwali issues starting 2-3 months in advance. It is a big chance for even the magazine to score and they make the most of it. In case you want your story in a magazine during Diwali, make sure you approach a journalist at least 3 months early. Then the ball is in their court - all you can do is wait and follow up. Even newspapers these days have themes and concepts around Diwali and you might need someone to let you in about the concept well in advance so that you can pitch your stories accordingly.
Magazines, in particular, work their socks off for Diwali issues starting 2-3 months in advance. It is a big chance for even the magazine to score and they make the most of it. In case you want your story in a magazine during Diwali, make sure you approach a journalist at least 3 months early. Then the ball is in their court - all you can do is wait and follow up. Even newspapers these days have themes and concepts around Diwali and you might need someone to let you in about the concept well in advance so that you can pitch your stories accordingly.
We work; others don’t
The most important lesson you need to learn is that while you may be following up on a story or trying to get something covered, people usually don’t work around Diwali.
The most important lesson you need to learn is that while you may be following up on a story or trying to get something covered, people usually don’t work around Diwali.
Your kids might have a full week off from school which
should tell you something – it is holiday season in the country and mostly,
people don’t work. Some states are completely shut (I’m looking at you Gujarat)
for 10 full days which should put a comma in your work. It is probable that the
journalists you contact may be on leave for a day, two or probably a week. You
are working, they aren’t. So how do you get stories around Diwali? They will
file their stories early and this means you have to be faster in contacting
them. Plan your pitch emails at least 2 weeks before to stay in the game.
Journalists will appreciate it. And this takes us to my next suggestion.
Call them to wish,
not to pitch
Journalists hate it when you disturb them untimely. They hate it even more when you call them on their off days. Not all journalists might be on leave that day but it is a tit bit rude to pitch them a story on Diwali - don’t do that or you will get on their nerves. If it’s crucial, wish them politely; if he is in a joyous mood and doesn’t sound mad, talk business or else just drop a line in the end. It would be better if you let them be and enjoy your day!
Journalists hate it when you disturb them untimely. They hate it even more when you call them on their off days. Not all journalists might be on leave that day but it is a tit bit rude to pitch them a story on Diwali - don’t do that or you will get on their nerves. If it’s crucial, wish them politely; if he is in a joyous mood and doesn’t sound mad, talk business or else just drop a line in the end. It would be better if you let them be and enjoy your day!
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