How to Pitch Your Retail Business to the Media During the Holidays

The holiday season is prime time for retail businesses to shine—and there’s no better way to amplify your visibility than by leveraging local media. TV, radio, newspapers, magazines, and podcasts are all on the hunt for feel-good, festive stories that resonate with their audiences. With the right pitch, your business can become the talk of the town.

Here's how you can effectively pitch your business to local media and carve out a space for your brand during the holidays.

1. Understand Your Audience and Their Media Consumption

First things first—know your audience. Are you targeting busy moms shopping for the perfect gift, millennials looking for unique experiences, or local residents supporting small businesses? Align your media outreach with the platforms they engage with most. Podcasts? Local radio? Community newspapers? Mags!

2. Create Holiday-Centric Angles

Think about what makes your business special during the holidays. Media loves stories with a local, seasonal, or heartwarming twist. Some winning angles include:

• “Shop Local” Features: Share how your business contributes to the community or supports other local entrepreneurs.
• Holiday Deals and Events: Are you hosting a holiday open house, charity drive, or special sale? Let the media know!
• Feel-Good Stories: Did your business donate to a local cause or help families in need during the holidays? These are powerful hooks for radio or newspapers.
• Holiday How-To Segments: Can you demonstrate how to wrap gifts creatively, decorate with your products, or craft festive cocktails? Perfect for TV and podcasts.
• Unique Offerings: Highlight exclusive or quirky items that are ideal for holiday gifting.

3. Tailor Your Pitch for Different Media Outlets

Different platforms require different approaches. Here's how to craft pitches that fit:

• TV: Pitch a visual story. Propose a segment where you showcase holiday décor, DIY ideas, or your bestselling seasonal products. Include a brief “segment outline” in your pitch email.
• Radio: Focus on concise, engaging hooks. Can you discuss holiday shopping trends or offer quick tips for saving money while shopping local? Offer yourself as an expert guest.
• Magazines: Work on longer lead times. Pitch your story months before the holidays, focusing on gift guides or feature stories. But their online version may only need 3 to 4 weeks or a few days. Check!
• Newspapers: Provide a timely local angle. For example, “Local Retailer Hosts Free Wrapping Station to Help Shoppers” could grab attention.
• Podcasts: Research shows that 55% of podcast listeners are decision-makers. Pitch yourself as a guest to talk about holiday shopping trends or share your entrepreneur journey. Target podcasts aligned with your niche and location. If you are African American - pitch to Black podcast shows. See National Association of Black Podcasters

4. Write a Winning Pitch

The key to a great media pitch is personalization. Here’s a simple template to get you started:

Subject Line: “Looking for Holiday Stories? [Your Business Name] Has the Perfect Angle!”

Email Body:

• Start with a compelling hook: “The holidays are around the corner, and [Your Business Name] is making it easier for [specific audience] to [specific benefit].”
• Provide a brief explanation: Explain what your business does and why it’s newsworthy during the holidays.
• Offer a specific story idea: Tailor this to the media outlet. For example, “We’d love to show your audience how to shop smart and local this holiday season with our expert tips and deals.”
• Add a call-to-action: Invite them to visit your store, check out your website, or call for more details.
• Include your contact info: Don’t forget to include your phone number, email, and website. Add links to other stories written about you too! See www.pamperrypr.com/getfeatured

Pro Tip: Attach high-quality images or videos if pitching to TV or print outlets.

5. Find Media Contacts

Here are a few ways to connect with media professionals:

• Ready Set Go Speak Community: Join our network to access a curated list of media contacts, including TV producers, magazine editors, and podcast hosts. (Sign up at www.readysetgospeak.com .)
• LinkedIn: Search for journalists, editors, and podcast hosts. Personalize your connection request with a note like, “Hi [Name], I admire your work at [Outlet] and would love to share a holiday story idea for your audience.”
• Media Websites: Most outlets list staff directories or provide submission forms for press releases.
• Social Media: Follow media professionals on Twitter or Instagram. Engage with their content before pitching.

6. Follow Up—But Don’t Spam

Journalists and producers are swamped, especially during the holidays. If you haven’t heard back in a week, send a polite follow-up:

Subject Line: “Just Following Up on Holiday Story Idea”

Email Body: “Hi [Name], I wanted to follow up on my earlier email about a holiday feature idea. I know you’re busy, but I’d love to chat about how [Your Business] can add value to your coverage this season. Let me know if I can provide more details or work with your schedule.”

7. Leverage Good Hooks

A great hook grabs attention immediately. Think:

• “Detroit Retailer Gives Free Hot Cocoa to Shoppers All December Long”
• “Shop Local: How [Your Business] Brings Unique Holiday Gifts to Our Community”
• “5 Must-Have Stocking Stuffers You Didn’t Know You Needed (All Under $20!)”
• “Behind the Scenes: How We’re Making the Holidays Magical for [City Name] Families” - Tying in a community or charity event is always nice!

Final Thoughts

The holidays are a golden opportunity to elevate your brand and connect with your community. Media outlets are hungry for fresh, festive stories—so make your pitch irresistible. And if you need guidance on crafting pitches, finding contacts, or building a media-ready brand, join the Ready Set Go Speak community. Let’s get your business in the headlines this holiday season!

Let’s make this season your best yet—get out there and get known! ???

P.S. To MEDIA Peeps - If you are looking for subject matter experts, visit www.SpeakersMagazine.com —the #1 magazine for Black Speakers ??