Cabbage Patch Kids were culprits. So was Tickle Me Elmo. These delightful treasures known for their sweet dispositions and insta-smile creating abilities once graced Christmas lists of youngsters worldwide.

They also ignited in-aisle fist-fights and tug o’ wars. Some of the greatest parents in the world were on a mission to bring those highly sought creatures home, even if it meant letting go of every-day politeness.

The battles caused by those lovable huggables made headline news and flashed across televisions in the ’80s and ’90s. But it wasn’t Elmo’s tenacious giggle that caused media to want to write stories about him. It wasn’t even that the toys were priced to move during the holidays. The events caused by them and surrounding them made media take notice.

Media coverage, or earned media, is invaluable for your business. A third party talking up your product strengthens your reputation and communicates who you are to an audience that could be interested in purchasing your product. A great public relations plan will help you get the attention your company wants.

Consider these quick guidelines to creating a strong story to earn the coverage you want:

Be timely.

Today, news moves at the speed of Twitter. So while a three week old story may be interesting, its perceived value diminishes with every passing minute. It takes planning and forethought. But be prepared to share your story as it’s happening and give your audience the thrill of being the first to know – and the first to share it with the world.

Fit the target audience of the chosen media.
Don’t blast a news release to every single reporter/editor/IT person at every news outlet on the western seaboard. Be selective, and respect an editor’s time. If you are able to feed the right person the right information, it provides a better opportunity to establish an ongoing relationship with that reporter or editor.

Offer something significant or useful to the audience.
This is your chance at becoming the expert in your field. Rather than pitching a story about the new computer system you’re installing, share your knowledge of how the system has helped businesses save millions of dollars. Provide an answer to humans’ most pressing question – “What’s in it for me?” – and you’ll discover an audience that’s listening.

Feature a prominent person or business.
That goes for people and businesses nationally and internationally known. But watch out for those up and comers – they’re on the verge of sharing great stories too.

Don’t be shy of the drama.
The reaction to Tickle Me Elmo hitting the market during the holiday season certainly packed a dramatic punch to the headlines. We don’t suggest causing fist fights. But if your story takes a surprising turn, don’t shy away from staying on top of the situation. People have an insatiable desire to fill a void with information, and you should be the only one feeding their appetite with the correct facts.

Have a human interest angle.
Everyone’s got a heart. If there’s something your business does, creates or offers that provides aid to those in need, certainly tell that story. Your good will just might encourage others to do the same.

A great story will stand on its own merits, and reporters and editors will take notice. As you head into the holiday season and considering your Marketing Plan for 2012, remember that a great public relations plan is a strong tool for your business’ success.

And remember – no fist fights.

What’s on your business’ Christmas list this year? Let us know below.