While it may seem like we were just saying this, the holidays are once again upon us. This time of year presents unique media relations challenges and opportunities for public relations professionals and their clients.
Typically, the news cycle slows down beginning in late November and provides a reprieve for journalists who have likely been hustling with fewer and fewer resources all year. That slowdown can create content holes for reporters. So the holidays are the perfect time to gift news outlets with story ideas.
Here are four ways to keep generating media coverage for your clients amid the holiday season:
- Keep it evergreen.
We’re not talking about the Christmas-tree type of evergreens, but rather pitches that are more timeless in nature. Think compelling feature stories, thought leadership pieces and contributed articles. Reporters may be more receptive to such evergreen ideas, because they can plug stories like these in as inevitable news holes arise. They also will be looking to line up content to run while they take time off, as many of them do at some point in December and/or early January.
- Don’t force it.
Unless there’s an obvious tie between your clients and the holidays, don’t force a connection. Reporters will see through this ploy, and your credibility and relationship with them could suffer as a result. Instead, mark your calendars for early fall 2023 if you have a relevant and interesting holiday angle to share – as this is when most outlets plan their holiday coverage – and stick to regular news and creative evergreen ideas to break through the holiday clutter this year.
- Wrap-ups and predictions still work.
Pitching stories that review the past year or make forward-looking projections is a tried-and-true approach for a reason: It works! Many top-tier outlets run stories summarizing lessons learned over the past year or trends that emerged in various industries. Reporters also like to try and predict the future and lean on insights from relevant sources to do so. For example, some trade publications produce annual New Year pieces about what their readers can expect going forward. All of these annual write-ups give PR pros a chance to position their clients as experts and thought leaders.
- Plan on delays.
With varied vacation schedules, build extra time into your pitching schedule to offset possible delayed communication with reporters during follow-up efforts. Reporters will be in and out of the office, so you might have to wait a week to reach them or identify alternate contacts in their absence.
The media relations experts at GYC Vegas ,an integrated marketing communications firm, consistently secure news coverage for our clients during the holidays – and the rest of the year, too. We help businesses grow by creating personalized media strategies that build awareness and grow brands, no matter what day it is. Contact us to schedule a free consultation and learn how we can leverage media relations to showcase your products and services, while differentiating you from competitors and fostering consumer confidence.
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