?? Ready to Make the List?

Hi Media Darlings!

It’s that magical time of year: inboxes are flooded, deadlines loom, and journalists are scrambling to finalize their end-of-year content. For PR pros, this is the golden opportunity to land your clients on those coveted “Best of 2024” or “Top Trends to Arrive in 2025” lists. But here’s the catch: standing out in the clutter requires strategy, precision, and a little creative finesse.

???Step 1: Know the Listicles That Matter

Not all listicles are created equal. Look at your client’s go-to outlets and aspirational targets to identify which listicles you want your client to appear in. Try also checking out last year’s lists for each outlet and see if there’s a pattern or formula you can reverse-engineer. Whether it’s a tech “Top Startups to Watch” list or a lifestyle roundup of “2024 Travel Destinations,” aim for relevance, not quantity.

?Pro Tip:?Use your monitoring tools to identify any trends that you can lean into for your clients.

??Step 2: Build a Standout Pitch

Journalists are pressed for time, so your pitch needs to be concise and compelling. Focus on:

• Timeliness:?Tie your pitch to a moment or trend. Why now?
• Specifics:?What makes them stand out in their industry? Highlight data, achievements, or unique qualities that set your client apart.
• Value:?How will this help the journalist craft a richer, more interesting list? Explain how including your client will add depth to the list and resonate with the journalist’s audience.

Example Pitch Hook: Hi XYZ – Saw you’re working on [XYZ List]. My client, [Client Name], was recently named one of the top innovators in sustainable tech by [Previous Recognition] and has launched a product that’s said to be reshaping how we think about eco-friendly innovations. [Add quick stat or impact metric]. Would they be a fit for your feature?

Pro Tip:?Include?one-sentence proof points?to back your pitch. For example:

• “Their recent partnership with [Notable Brand] has helped reduce emissions by 25%.”
• “Their app has surpassed 2 million downloads, making it the fastest-growing tool in the [specific category].”

???Step 3: Trends Are Your Best Friend

Journalists love to peg lists to trends that reflect the cultural zeitgeist or industry shifts. Therefore you should craft your pitches with a broader context in mind. Here are some examples to spark ideas:

• Tech: “Will Quantum AI Disrupt Big Tech in 2025?”

• Finance: “Why 2025 Will Be the Year of Financial Literacy Apps for Gen Z”
• Lifestyle: “Top 5 Self-Care Gadgets That Will Dominate Instagram Next Year”

???Step 4: Package It Perfectly

When a journalist is making a list, they’re looking for plug-and-play assets. Make it as easy as possible for them to include your client by providing:

• High-res images: Think lifestyle shots for consumer products, headshots for execs, or infographics for data-driven insights
• Quick facts: Offer bullet points with key metrics, milestones or accolades.
• Quotes: include pre-approved commentary from your client to save journalists time (and to minimize the back and forth around comms aka stay ready so you don’t have to get ready)

?Pro tip: If your client can offer a value add, like an exclusive dataset or unique access, call it out in your pitch. It can make your story irresistible.

???Final Thought:

“List season” isn’t just about luck. It’s about strategic precision. By understanding media’s needs and pitching thoughtfully, you can help your clients shine on year-end lists.

Let’s make this your most list-worthy year yet. ??

Share in the comments on how you’re navigating list season this year!