Timing Your News Over the Holidays to Get the Most from Your PR

November 19, 2015

The holidays are indeed upon us.

Though many may be in denial—Thanksgiving is NEXT week, people!—they are coming, and coming fast.

In talking with clients about their imminent PR plans, timing over the holidays has to be taken into consideration. If you have news unrelated to the holidays, not only might potential readers be tuned out, but many reporters are also out of the office enjoying time with their loved ones.

So, what’s a PR pro suggest you do? Well, for anything that can wait until the new year, that might be the best plan of action. If it can’t wait, look at the calendar to choose the best timing given the options.

First, let’s look at the calendar for Thanksgiving:

  • We know Thanksgiving is next Thurs., Nov. 26. If you MUST issue news that week, issue it Mon. or Tues. at the very latest. After Tues., all bets are off as far as reaching anyone or grabbing eyeballs. Of course, as a colleague pointed out, if your news has to do with Thanksgiving or with Black Friday, then by all means, pitch or promote away.
  • Then, looking at the week following Thanksgiving, keep in mind that Monday should be avoided. Folks will just be getting back to their inboxes, which will be jam-packed with messages that came in over the long holiday weekend/break. Go with Tues. or Weds. to issue news or reach out to reporters.

The next holiday hurdle is Christmas. Again, if your news is related to Christmas or to New Year’s, this isn’t as much of a concern. But, in many cases where this doesn’t apply, here’s what I’d suggest:

  • Christmas day falls on a Friday this year. So, the week of Dec. 21, you might be able to get away with an announcement on Monday or Tuesday (although I suggest always avoiding Mondays). As we move closer to Christmas day, just save it, unless it’s relevant.
  • That week between Christmas and New Year’s 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. 4. Then, try Jan. 5 or later to increase your odds of getting the media’s attention.

After that, it’s all clear—although the standard guidelines still 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—happens all the time). Avoid Mondays (too much email) and Fridays (unless it’s news you don’t want anyone to see). And, issue press releases in the morning, if possible.

Those are my tips for making the most of your news over the holiday period. Any questions? Let me know!

holiday wreaths

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