So you’re trying to get coverage for a new product in mainstream publications. You’re in the midst of the Holiday Gift Guide pitching season and you need to deliver some serious placements. Coverage in any number of gift guide stories will directly translate into sales for your clients – and that’s the type of ROI that will secure your place at the table heading into next year. But what’s the best way to pitch products to gift guide editors?

For starters, this is one of the most competitive areas for PR pitches. For any mainstream gift guide, it’s not unheard of for an editor to receive more than 1,000 pitches on new products. That’s a lot of competition for you to go up against. Unless you’re new product is projected to be this year’s “Tickle Me Elmo” or “Guitar Hero”, you’ve got your work cut out for you. However, there is an approach you can use to dramatically increase your success pitching products to gift guide and product review journalists, provided you’ve got the right fit. [Read more...]