By Carrie Pala
The holiday season can be a busy time for journalists who have multiple deadlines to meet ahead of the new year. While the news cycle may slow, the need for new stories continues – making it a great time to pitch. Here are five tips to help you navigate media relations and stand out during the holiday season:
1. Offer predictions for the year ahead
Yes, these are still valued! Many outlets continue to have annual prediction guides looking ahead at the year to come. Of course, these predictions should be backed by data to be enticing to journalists.
2. Share easily digestible and pre-drafted content
Late-December to mid-January is a great time to share evergreen content and thought leadership pieces. Providing pre-drafted content will allow journalists to fill the inevitable news gaps they’ll face in the coming weeks without adding the time commitment of a spokesperson interview to their plate.
3. Remember that not everything needs to be holiday related
Holiday pitches might make sense for some journalists, but not all. Authenticity is always key. Respect your brand – and journalists – by not throwing products/services at media for the sake of fitting within the holiday narrative. Instead, leverage messaging true to your brand’s mission and values and lead with why the journalist’s audience should care about the story you’re pitching.
4. Build in extra time for stories to be published
It’s important to give journalists ample lead time during the holiday season. Newsrooms are lightly staffed with many journalists working vigorously ahead of their planned out-of-offices and many are already working on January timelines. If possible, plan for long-lead pitches rather than product launches or company announcements during this season as schedules and vacations will vary and timely publication isn’t likely.
5. Spread some cheer
The holiday season can bring complicated feelings for many. Tragic events have filled the news recently, leaving Canadians longing for feel-good stories. This is a great time to share stories around charitable work or donations in local communities, positive testimonials or stories that focus on giving back and improving lives.
Pitching stories during this time of year might be daunting, but don’t let it discourage you. If done strategically and with authenticity at the forefront, conducting media relations around the holidays is a great time to foster relationships with journalists while building brand visibility through meaningful media coverage.