The holiday season is back. It comes with the annual flurry of story ideas and pitches that can fill news media members’ inboxes and phones with the best of intentions — but not always the best fits for their needs.

Media relations professionals plan for this season every year. Those of us who stay focused on adding value — and building relationships — are more likely to find success for the bands we support, the media we serve and the people who read, watch or hear their stories.

So, with the holidays in mind, I’m drawing parallels between a few pitch realities and holiday “treats” that are either dreaded or adored, depending on how and when they’re shared.

The five examples below are all in good fun. But, please don’t misread me: I deeply respect both sides of the media relations equation. Hopefully, the absurdities I’m sharing here can help us all remember to drive what will help — not hinder — the news professionals we connect with through emails, calls and interviews this season.

These ideas and examples aren’t isolated to media relations, alone. Many of them also hold true for influencer relations as well. So, if you’re looking to stay on the “nice list” for those you pitch or call on this season, I hope you’ll keep them in mind. 

The Mistletoe
These pitches are equally dreaded and adored by reporters and editors, depending on the news climate, circumstances (and who shares). Think: Offering an expert to provide interviews on a seasonal topic or demonstrating a hot holiday gift item… Yes, they’re festive but they can be cringe-worthy if shared without adding real value for the media you’re approaching. These can frustrate, annoy and create the opposite of goodwill if shared with the wrong contact(s), so don’t waste their precious time if you don’t know the pitch, story idea or interview opportunity is a fit.

The Candy Cane
These are the long-lead feature ideas that media relations professionals know are coming. Think: responding to planned editorial calendar items, suggesting roundup stories, offering gift guides, Top 10 ideas or new trends for the holidays… They’re interesting and full of details and nuances that readers, viewers and listeners can enjoy for the holidays and possibly beyond. The challenge is: You’re competing with many other brands and media relations pros for the same attention at the same outlets. Your best bet is to share early so you’re more likely to make the cut.

The White Elephant
These are the holiday “wild card” pitches and story ideas. You know it’s a gamble going in, so be realistic about it. This blog post is an example of one, although I’m not pitching it…  Keep expectations (and the pressure you apply for pickup) low for both yourself and the brand you represent.

These ideas may be so “out there” that they change hands a few times with print and broadcast news teams. You may get lucky and find a home for them through stories or mentions. But, you’re just as likely to generate a few laughs and that’s it. Recognize these for what they are, and be a good sport about it if they don’t go past your contacts’ inboxes.

The Fruitcake
These pitches can be a joke to many; but, if they fit a direct beat or news development, they can still add value. Think a follow-up story to something that just happened in the season or tips that can help readers/viewers/listeners avoid something this season in response to a recent story framing a challenge…

Be sure you share these with contacts you’re sure (or fairly sure) can likely use them. The key to this is research. Know who you’re pitching, what they’re writing or reporting on and what they’ve done recently in this vein… If you don’t you risk looking like you’re not invested in the relationship.

The Eggnog
Everyone loves these pitches, even if they can’t include them in news stories or features. They’re full of thoughtful, fun or interesting information, images, facts and/or holiday nuances. They’re well researched and targeted to exactly who would write or report on them. Think holiday tips and trends, real-world examples of people/products or solutions that make a difference in some meaningful way… or meaningful stories about giving back…

Since there’s only so much news space/broadcast time to go around, share for the sake of the relationships you’re building with the people you pitch. And, recognize that sometimes you share simply to add value whether a story follows or not. And, remember, you can share these through your brand’s blog or social channels if they don’t find a home with the news media.

We’re all human. Nobody’s perfect. And, yes, we all have the best intentions when we work to arm our media contacts or influencers with details, story ideas, interview opportunities or products to try… Just remember, your pitches this season can have the same impact as holiday gifts we all experience as the year draws to a close. So be thoughtful. Time it right. And focus on value and relationships to make sure yours don’t disappoint.