The holidays are indeed upon us.
While timing is always important in PR, trying to get media coverage at this time of year can be especially challenging.
In talking with clients about their imminent PR plans, the holidays have to be taken into consideration. Not only might our audience be tuned out to our news, but many reporters are also out of the office enjoying holiday time with their loved ones. And, adding yet another hurdle, one reporter I just spoke with mentioned that the holiday changes his newspaper’s production schedule.
Considering your schedule, the reporter or publication’s schedule and your target audience’s schedules, PR timing over the holidays can definitely present a conundrum.
So, if you have news you must pitch over the holidays, what’s a PR pro suggest you do?
PR timing over the holidays for maximum success
Let’s look at the calendar for the Christmas holiday and New Year’s Day. Of course, if your news is related to either of these, this advice may not apply. But, if not, here’s what I’d suggest:
- Christmas day falls on a Monday this year. So, the week of Dec. 18, you might be able to get away with an announcement (although I suggest always avoiding Mondays if possible). As we move closer to the end of that week and Christmas day approaches, just save it, unless it pertains in some way to the holiday.
- The week between Christmas and New Year’s Day is notoriously quiet for any news that isn’t related to the end of the year or New Year’s resolutions, so do yourself a favor and wait until the week of Jan. 7. This should increase the odds of getting the media’s attention.
After that, it’s all clear—although the standard rules apply. Always check to see what’s coming on the calendar as far as holidays and be aware of other news in your industry that might steal the spotlight (I know this to be true in tech). Avoid Mondays (too much email) and Fridays (unless it’s news you don’t want anyone to see). And, always issue press releases and pitch journalists in the morning, if possible.
Those are my tips for making the most of your news over the holiday period. Wishing you a happy and safe holiday season!