Emily Kanter 
The holiday season is often a time when businesses slow down for a well-deserved break. However, for communications and marketing professionals, it’s a unique opportunity to gain momentum for the new year. Rather than pressing pause, it’s vital to keep your PR and social media campaigns active to capitalize on the increased engagement and set the tone for January.
Here are some strategies to keep your campaigns impactful this holiday season:
- Pitch Evergreen Content
The holidays are an excellent time to pitch evergreen stories—those that aren’t tied to a specific timeline or event. Reporters often look for non-urgent content to fill editorial gaps during the quieter holiday period. Think profiles, how-to guides, trend pieces, or stories showcasing unique angles or expertise.
By pitching evergreen content, you position yourself as a resource for reporters who need reliable, ready-to-go pieces. Submit your pitches early to ensure they’re top-of-mind when reporters plan their holiday coverage.
- Don’t Let Out-of-Office Replies Discourage You
While many reporters take time off, plenty remain in the newsroom and are actively looking for stories. The holiday season often brings slower news cycles, which can make reporters more receptive to thoughtful, well-timed pitches. Be persistent but respectful, and don’t be afraid to follow up if you don’t hear back.
- Take Advantage of Increased Social Media Traffic
During the holidays, people spend more time scrolling social media while relaxing at home. This presents an excellent chance to engage with a larger audience. Plan a mix of content, including brand messages, interactive posts, and timely campaigns like holiday greetings or year-in-review highlights.
Pro tip: Consider incorporating video content into your holiday strategy. Videos are highly engaging and tend to perform exceptionally well during this time.
- Plan for Automation, but Stay Flexible
Use scheduling tools like Hootsuite or Sprout Social to pre-schedule posts, ensuring your content goes live at optimal times even when you’re away. This allows you to maintain a consistent presence without manual effort.
However, stay alert to current events that could impact your scheduled posts. The last thing you want is to have an automated message go live during a sensitive or inappropriate moment. Monitoring tools and quick adjustments are your best friends here.
- Highlight Year-End Achievements and New Beginnings
The end of the year is the perfect time to showcase milestones, celebrate successes, and hint at exciting plans for the future. Share client testimonials, employee achievements, or year-end recaps that highlight your brand’s impact. Pair this with forward-looking content, such as teasers for upcoming campaigns or announcements.
Ultimately, your PR and social media efforts should evolve to reflect the unique dynamics of the holiday season but never come to a complete stop. By staying active, pitching strategically, and leveraging the festive time of year, you can keep clients happy, maintain strong relationships with reporters, and start the new year on a high note.
Happy holidays!
Posted In Digital Strategy & Social Media, Media Relations