Holiday Pitching: 5 Tips to Getting Better Results This Season

By Sarah Huard

December 23, 2024

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Most folks who practice PR know that the holidays are a particularly difficult time to get coverage. You’ll often receive out-of-office notifications in response to your holiday pitches, and the journalists who are still in office are typically busy and overwhelmed. 

So, it’s even more difficult than usual during the holidays to break through all the noise and make your pitches heard. 

However, there are some tried-and-true methods you can use to move your clients’ PR strategies forward even during the holidays. Here’s our guide to holiday pitching in 2024. 

1. Know What the Holidays Mean for Your Industry

The more you’re able to address real industry trends and problems, the more likely you are to gain the interest of journalists and publications this season, particularly when those issues are holiday-specific. 

For example, last year, cybersecurity clients had an opportunity to address the unfortunate Leaksmas event, in which cybercriminals “gifted” one another stolen data. They also had an opportunity to address the fact that attacks often increase during the holidays, as criminals take advantage of smaller cybersecurity teams as employees take leave. Knowing these things can help guide your pitches. 

Ask yourself, what do journalists want to know about my clients’ industries right now? If you’re unsure, take time to research past holiday trends or reach out to your clients to get their perspective on what’s top of mind for them and for their customers. The better you understand their seasonal challenges, the more compelling your pitches will be.

2. Study Editorial Calendars for Holiday Pitching

If you’ve never perused an editorial calendar before, it’s time to start. Many publications plan their coverage far in advance, especially for the holiday season. You’ll often find themed sections like “Top Holiday Gadgets” or “Year-End Trends” that align perfectly with your clients’ expertise.

Look up the editorial calendars of your target publications, or if they’re not readily available, don’t be afraid to reach out and ask for one. Then, align your pitches with the topics they’re planning to cover. This approach shows that you’ve done your homework and increases your chances of landing a story.

3. Offer Exclusive Data

Exclusive data that plays into industry trends and challenges is one of the best ways to get wins year-round. End of year surveys can be a good way to collect that data.

Create a simple survey about a hot-button issue in your client’s industry, and use the results to create a pitch that stands out. Going back to the cybersecurity example, a survey about how many companies experienced holiday-related phishing attacks last year could catch the attention of tech reporters.

You don’t need to overcomplicate this. Tools like Google Forms can help you gather responses quickly, and platforms like LinkedIn can be useful for finding participants. And when you share your findings, focus on the larger implications rather than just the numbers themselves. 

4. Don’t Forget Owned and Paid Media

When all else fails and you seem to only get “out of office” notifications as a response, take a look at the channels you have more direct control over, such as blogs, social media, and paid media. Holiday social media campaigns are a particularly good way to increase brand awareness. Two ways you can make these campaigns more compelling are to:

• Reshare earlier wins: If you’ve had great media wins earlier in the year, now’s the time to amplify them. People love a “best of the year” moment, and you can position your client as an industry leader by revisiting key accomplishments.
• Provide useful advice: Offer some answers for common problems your audience may be facing during the holiday season. For example, if you’re a B2B software company serving the retail industry, you can talk about how retail companies can better engage with shoppers during the holiday rush. 

On the paid media side, look at how you can tweak your ad messaging to make it more seasonal. I’ve found that PR and marketing teams often get great results when they collaborate with each other, and quieter times like the holidays are ideal for this. 

Need a quick refresher on how to make the most of social media PR? Check out our dedicated guide: Social Media PR – 6 Easy Ways to Connect With Your Target Audience

5. Prepare for Next Year

Finally, use the holiday slowdown to get ahead. Schedule time with your clients to reflect on the past year and gather the information you’ll need for the next six months. What worked? What didn’t? Are there new goals or challenges on the horizon?

This is also an excellent time to brainstorm creative campaigns or start preparing for major events in your clients’ industries. The plans you make now have the potential to turn into next year’s biggest wins.

Final Thoughts

The holiday season presents particular challenges to PR professionals, but it also provides opportunities.

With thoughtful preparation, creative approaches, and a focus on what makes your clients’ stories relevant during this time, you can cut through the seasonal noise. This time can offer a valuable opportunity to grow and refine your strategy. 

If you would like to learn more about maximizing your pitching strategies during the holidays, set up a free consultation with us.