As the calendar turns to November, people everywhere start getting ready for the holidays. I personally love this time of year—the weather gets colder, leaves start to fall, and hopefully snow will be just around the corner! But I also love it because this is what PR gurus have been working on for the past few months.

The holiday season really began back in June for the PR folks. It was then that the publications with six-month lead times began looking for products to include in their holiday gift guides, and the mad dash to get your product in front of the editors commenced. It seemed so odd at the time to be speaking with an editor on the phone and explaining to him/her why your product would be a great holiday gift for your parents, kids, sister, etc…

Those publication issues that you worked on way back in June are starting to appear now on newsstands and hopefully all of your hard work paid off. But, the cycle starts all over again because daily and weekly publications are beginning to gear up for their holiday gift guides, and those guides are equally as important. For me, having a client included in a holiday gift guide or an end-of-the-year roundup is always exciting, because I know what a direct impact they can have on my client’s 4th quarter sales.

As the holidays approach, more and more consumers turn their minds to one thing—gifts. You have to start thinking about what you are going to buy for everyone on your list, and that can be extremely overwhelming. Here’s where the media steps in, with gift guides ranging from the hottest gadgets, the trendiest new clothes, or even the best new foods to try. If your client/product is included in these guides, their visibility will soar, sales will increase and in the end, clients will be happy. This is what we PR people all strive for, after all.

If you haven’t started contacting gift guide editors, what are you waiting for? There is still time, but you have to move fast. Here are some tips for finding last-minute gift guides:

1.) Identify your target-- Long-lead publications’ gift guides are closed, but daily newspapers and weekly publications are most likely still accepting submissions.
2.) Find the correct contact—never underestimate the power of the phone! Don’t be afraid to pick up the phone and call an editorial assistant or an assignment editor and ask if they are doing a gift guide, and who the correct contact is.
3.) Convince the editor---once you find the correct contact, persuade them that your product is a must-have this season by highlighting its unique features.
4.) Continue to follow up—editors are extremely busy this time of year, and staying in constant contact with them is important. Make sure your product is always on their radar so that when they decide which products to include, yours is fresh on their minds.

There are going to be a ton of BLAST clients in holiday gift guides this season - will your clients be there next to ours?