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Three Things I Hope Santa Leaves Under My PR Tree
By: Mike Bush
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For flacks, this this time of year typically means a few things: client planning for next year (or, given the date, hopefully finalizing client PR plans for next year), making sure client thank-you notes/holiday gifts have been sent out and arrived, and, of course, lots of year-end gathering. But between company outings and scouring editorial calendars, it’s also the time of year when some of us put on our PJs, sip hot chocolate, and draft our letters to the heavyset guy dressed in red who resides up in the North Pole.

Santa, my tree is decorated, I’m three candy canes in, and I don’t mind telling you, I’ve been a really good flack this year. I didn’t send mass pitches to journalists who probably weren’t interested. I always tried to proof emails before they went out (a few typos happened…but I’m human, ya know?). I even tried to write press releases that would make it tough for someone to win at Buzzword bingo.

So Santa, without further ado, here is my (job-related) Christmas wish-list.
  • A real events database: Santa, I have to tell ya, building events calendars for the year is exhausting. New events spring up every year, we sometimes learn about them on Twitter as the event planner is announcing speakers (meaning we missed a deadline we didn’t know about), and there’s no simple way to proceed. Some PR firms even throw interns at the process willy-nilly, hoping to strike gold but having to answer questions like “Is CES a good fit for our client’s eBook about growing tomatoes?” (No. It isn’t.) Santa, if there is any way you can help out here, I’d be super appreciative… (and while I haven’t tried it yet, I have heard good things about EventTrak).
  • A way to better handle Influencer efforts: Santa, this is a buzzword that won’t go away, and it’s gotten kind of tough. I mean, seriously, how do you tell a client that a guy writing for Forbes who has more than 100k Twitter followers isn’t “reaaaallly” a reporter, but someone whose day job makes them a bit of a competitor? Or what about the “analyst” who actually…doesn’t seem to work at an analyst firm…but whose blog posts tend to set up industry trend pieces across mainstream media and questions throughout the sales cycle? Is everyone an influencer? I’m thinking something like a Little Bird could be really useful.
  • Finally, Santa, I read about a REALLY neat browser extension on Twitter:
    New Chrome extension to easily view tweets about your current tab. Try out ViewTweets: https://t.co/fi4A6IcIDB pic.twitter.com/qsYliHwCf7
    — Julian Weisser (@julianweisser) December 7, 2015
    It’s super useful in figuring out other reporters who might be interested in a particular client. If you could help the team that built it keep iterating to make it go more in-depth, maybe including metrics and influencer ratings, I’d really be happy.
Oh, and Santa...Merry Christmas.

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About the Author
Mike Bush is a PR and Marketing freelancer with more than a dozen years of experience in the field. Find him on and connect Twitter @mikebush or at www.mikebush.nyc. 
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