How to Reposition Your PR Strategy For the Holidays

An effective PR strategy is necessary to amplify your brand’s story all throughout the year, but it is important to recognize timing as a factor and adjust your strategy accordingly. Your plan for July shouldn't be the same as your plan in January, and blanket pitching journalists all year round is simply a no-go. The media is saturated with content, and journalists have no shortage of topics to write about. Adapting what you say and when you say it will be beneficial down the line and even win you brownie points with some top-tier journalists. 

As we head into the holiday season, we start to see the shift within the media as most news outlets start rolling with “Black Friday” content, and “tips for holiday shopping” types of articles begin to appear. But beyond mainstream media, even tech and finance outlets are consumed with holiday fever and forecasts of trends for the new year. Instead of continuing down the path of your usual PR strategy pushing your own news, pause and reevaluate the best angles throughout the holiday season.

Adding a holiday spin to your pitches

Before you start pitching to the press, take a moment to look at the type of content being shared in your target publications during the holiday season. Everywhere you look, there’s a story about the festivities, whether it’s the latest tech gadgets for gifts, baking recipes, or even the traffic report for holiday travel. Journalists are writing about the holiday season because that’s what people want to read. 

When preparing a press outreach during this period, consider giving it a holiday hook to increase your chances of getting covered. A press release with a festive title already has that extra boost to be published. A tech startup could contribute some interesting data-driven stories around holiday shopping habits or launch new app features perfect for sticking to the holiday budget. 

Allow extra time to pitch stories

As journalists quickly overdose on holiday cheer (or holiday pitches in this case), it is important to get your foot in the door early, especially if you have great news. Timing is everything, so you want to be pitching your stories when journalists and editors are in planning mode. This can sometimes go as far back as July. Each publication will have a different lead time, and this will also depend on the type of content you are pitching as well. Find the publication’s media kit to ensure you aren’t pitching a great story too late. 

For timely announcements, keep in mind all the holidays around the end of the year as well -- Thanksgiving (American and Canadian), Diwali, Kwanzaa, and Hanukkah. With so many events around this season, journalists also take time off and will be away from their emails, with newsrooms running at half staff. The best rule of thumb: pitch early!

Don’t give a deadline

When content is considered evergreen, that means it is fresh at any time of the year and isn't tied down to a schedule. Evergreen content remains continually relevant and optimal for search engines. If your content doesn’t have to be released by or on a certain date, it gives journalists more freedom and flexibility for its use. Although holiday content will be the focus, journalists will still want to incorporate some regular content, too.

Move any major announcements to after the holidays

Do you have a really exciting, new partnership to announce, or has your startup just received another round of funding? Save the announcement for after the holidays to ensure you maximize the media you can get, without it getting lost in the holiday noise. Not only are journalists not usually interested in big announcements during this period, but neither is your audience. Holidays become a busy time for everyone, so don’t waste your big PR moment on an audience who probably won’t even see it. 

Build up your credibility with thought leadership

Even if you’ve chosen to not pitch a big news story around the holidays, that doesn’t mean you should go into hibernation mode. Thought leadership posts and guest posts add value to your company by positioning your executive team as experts within their field, highlighting them in reputable magazines. Guest posts allow you to expand your reach and speak directly with a targeted, niche audience. Taking the time to build the public images of your leaders can increase not only your visibility but also your consumers' or investors’ trust in the company. 

Get to know the type of content outlets will be looking for, and tailor it to the publication. Can you provide tips for startups on eliminating holiday burnout or offer insights into ensuring data security when setting up your newest tech gadgets?

Stay alert for requests from journalists 

Even if a journalist is not interested in covering your news or interviewing someone from your company, they could be looking for a quote to add value to a piece they already have in the works. As we know, holiday brainstorming begins months in advance, so be on the lookout for journalists posting requests for expert insights or commentary. These often have a quick turnaround time as well, so don’t wait too long to send your comments, otherwise a reporter may find what they need with quotes from early responders. Helping a journalist at the last-minute further strengthens your relationship with them. Differentiating yourself by being available for requests will turn you into a reliable source journalists can turn to time and time again. One small quote as a favor while others are busy with family can help you stand out.

The bottom line is, with the holidays just around the corner, it is not the time to go completely quiet, but to instead adapt your strategy to better suit the season. This unique period can allow time to foster key relationships with journalists or perhaps build new ones. Take this as an opportunity to get creative and think beyond your everyday pitches. It can result in you reaping the benefits later down the line.