There’s nothing natural about setting your alarm clock for 3 a.m. Yet, that is exactly what our team has done on the eve of each Black Friday for nine years. Karma serves as the public relations agency for Simon, owner and operator of our area’s top shopping destinations including the King of Prussia Mall, Montgomery Mall, Lehigh Valley Mall and the Philadelphia Premium Outlets. This year, our phones started ringing at 3:30 a.m. and we were on site shortly after to help manage the flurry of media crews that descended upon our properties.
Black Friday is our team’s Super Bowl when it comes to engaging with the media. We begin working on holiday materials in early August with the creation of media-friendly retailer databases for each of the nine properties, development of subject matter expert profiles and the monitoring of retail trend reports that will help formulate our holiday communications strategy and pitches. This prep work is singularly focused on ensuring media visits are as easy and productive as possible, something that is critical on such a hectic day as Black Friday. Our efforts have resulted in establishing strong media connections, as reporters know they can visit any one of our properties and get exactly what they are seeking, and more.
All proof that thoughtful and targeted prep work and a solid media outreach strategy (plus several trips to Starbucks) pays off.