by Lindsay Mahaney
The phrase “supply chain” wasn’t in the common vernacular until the early days of the pandemic. Delayed shipments of PPE and the now-infamous obstruction of the Suez Canal were just two of the challenges that made supply chain disruptions a common talking point at dinner tables across the globe.
And now, here we are several years later. Disruptions are by no means a thing of the past, but conversations around supply chain management are more prolific than ever before. As we approach the holiday season, media interest in supply chain topics is sure to pick up as it does every year. That means competition will be fierce for grabbing (and keeping) the attention of reporters.
How do you ensure your voice is heard above the rest this holiday season? Here are four tips to stand out from the crowd:
Give yourself time.
The most important consideration here is lead time. Holiday shopping starts earlier and earlier every year, with back-to-school season becoming its new unofficial kickoff. That means waiting until October or Black Friday to launch your holiday campaigns or begin collecting data for a seasonal research report simply won’t cut it.
The sooner you can get your unique POV in the market, the better. Having a solid plan in place by the end of summer/early fall will help you get a jump on the competition and take the lead on timely conversations before they begin.
Humanize your story.
Presenting cold statistics full of industry-specific jargon doesn’t get anybody excited – no matter what topic you’re speaking to! Look for ways to add color to your holiday narratives by shining the light on human stories and/or speaking to common areas of interest.
Now is the time to leverage customer case studies and anecdotes. Use real-world examples to actualize your story. You may also consider investing in original research – can you present data that speaks to consumer interests during the holiday season? Don’t be afraid to get creative! Anything you can do to imbue your holiday campaigns with your unique flair/POV will work in your favor.
Don’t underestimate the power of speed and accessibility.
Days like Black Friday, Small Business Saturday, and Cyber Monday offer great opportunities for sharing timely commentary. You can help reporters out by introducing them to spokespeople who are already on deck to provide quick-turn expertise.
Before the holidays, prepare a commentary bank that you can refer to for rapid response pitching.
Draft everything you’ll need to quickly share written commentary, then monitor the news on a daily basis for relevant opportunities. Be ready to jump on trending stories so you’re not relying solely on your proactive pitching efforts. With your execs on standby to provide sound bites, you’ll be able to get a jump on participating in (and leading!) conversations in real time.
Don’t forget about December 26th!
The holidays don’t end on Christmas Day, and neither do related media conversations. The week after Christmas is typically pretty slow for reporters, which makes this a great opportunity to snag their attention. If you’re capturing data via research, make sure you’re building studies that lend themselves well to post-holiday returns.
Holiday predictions often extend past Christmas and into the new year. This is the time to examine whether your predictions were accurate. Did you miss the mark? Why or why not? Can you provide insightful commentary to journalists based on this content? Make the most out of what you have, and don’t give up on telling holiday stories just because the presents are unwrapped.
With tactics like these under your belt, you’ll be well-equipped for staying at the forefront of supply chain conversations this holiday season.
Don’t want to go it alone? Contact Kickstand today to learn how we can help you deliver (see what we did there?) on media excellence year round.
