If you're stuck in the brainstorming stage, the first step is to focus on two questions: 'Why?' and 'Who?'
When autumn starts, will you be ready for the holidays, having already created a gift guide, email and social media strategies and more?
Hook them, engage them and tell them what you want them to do.
Understanding and working with the requirements of journalists covering your industry will go a long way toward increasing your company's visibility.