The holiday season presents both challenges and opportunities for PR professionals looking to gain media coverage for their clients. With journalists and editors often facing tight deadlines, skeleton crews, and crowded inboxes, effective media relations require extra planning and a refined approach. Below are five strategies to help your pitches stand out and secure media coverage during the holidays.
Know the Holiday Calendar Inside and Out
Each holiday season has its own rhythm and cycle. By understanding key dates, such as Black Friday, Cyber Monday, Giving Tuesday, and even the less prominent dates like Green Monday (one of the largest online shopping days in December), you can tailor pitches that fit seamlessly into journalists’ schedules. Consider pitching early, as many publications, especially magazines and national outlets, plan their content months in advance. For last-minute stories, aim to pitch to local news outlets or digital platforms with quicker turnaround times.
Think Seasonal Relevance
Journalists look for stories that are timely and relevant to their audiences, particularly during the holiday season when interest in certain topics—such as gift guides, holiday savings tips, family health and wellness, and travel—is high. Tailor your pitches to reflect these popular seasonal themes. Does your client offer a unique holiday gift idea, a new service to help alleviate holiday stress, or expertise on topics like end-of-year finances or New Year’s resolutions? Focus on aligning their offerings with current holiday trends and the values that resonate with audiences at this time of year.
Offer High-Value, Ready-to-Use Content
During the holidays, many journalists face increased pressure and limited time, so make it easy for them to use your content. Offer a fully fleshed-out story with quotes, stats, high-quality images, and infographics if possible. If your client has holiday-specific data, such as consumer spending trends or seasonal survey results, highlight these findings in your pitch to add newsworthiness. Providing multimedia assets or even short-form videos that can be embedded directly into stories can also make your pitch more appealing.
Leverage Holiday News Desks and Digital Platforms
Many media outlets operate with smaller teams during the holidays and often establish specific “holiday news desks” to manage seasonal content. Reach out directly to these desks or holiday-specific editors to increase your chances of being seen. Additionally, consider pitching digital platforms and social media influencers who may have more flexibility and quicker response times than traditional outlets.
Maintain Flexibility and Be Ready to Respond Quickly
The holidays can be unpredictable, with breaking news and shifting priorities taking precedence. Be prepared to pivot or adapt your pitches if an opportunity arises. For example, a sudden snowstorm might prompt travel safety coverage, and clients offering related products or expertise can benefit from this angle. Ensure you and your client are available for last-minute interviews, quick photo or video opportunities, and other immediate media requests. Flexibility and responsiveness can help secure coverage during this busy season.
The holiday season offers unique challenges in media relations but also presents golden opportunities to share your clients’ stories with a receptive audience. By understanding the timing, emphasizing seasonal relevance, providing high-quality content, leveraging the right contacts, and staying agile, you can maximize your media relations success during this festive time of year. A well-executed holiday PR strategy not only secures short-term visibility but can build valuable relationships and open doors for future opportunities.