Alert the Media.

Do you host carolers during the holiday season? Does Santa make an appearance at your store? Perhaps you sponsor charity events?

Alert the media. Seriously. Media outlets are looking for feel-good stories this time of year. And they really love them on slow news days.

When you write your news release, remember to include these items:

  • Answer the questions of who, what, when, where, why, how, and how much in the first paragraph.
  • Let them know what to expect. Will there be 5 carolers or 30? Will they have musical accompaniment? The media might bring a different mic to better capture the sound.
  • When is the best time for a photo opportunity? When Santa arrives in a horse drawn sleigh or later in the event when he will hand out books to children in need?
  • Will there be remarks? A media event sheet with names, titles (with correct spellings) is especially helpful.
  • Who is the media contact at the bookstore? Be prepared to answer questions prior to the event. Can we plug in for sound? Will Santa be taking questions? What does the charity plan to do with the money raised?

Helping the media with stories will increase your changes of media mentions and the subsequent exposure.

If you still have questions, be sure to see our “Tips for Crafting a News Release” guide.

Beth Golay

Beth is a reader, writer, marketer and Books & Whatnot founder. Even though she knows better, she's a sucker for a good book cover and will positively swoon if a book is set in appropriate type. @BethGolay