“Let’s discuss in the New Year.” “We can pick this up after the holidays.” “Shall we chat in Jan?”
It’s easy to bump some things along the calendar as we approach the Christmas break.
Managers know that their people are planning trips and many organisations now shut completely between Christmas and the New Year.
In previous decades, that might have applied to PR too: traditional newsrooms operated on a skeletal staff and most magazines had gone to press. Fewer broadcast channels meant less opportunities.
But the media and PR landscape is vastly different now. Cross-channel brands provide a wealth of opportunities, regardless of whether you’re operating in the B2B or consumer space. Journalists do have time off (they’re allowed!), so non-urgent, long lead pitches can wait till January, but there are still lots of opportunities over the next few weeks.
Different channels
Trade titles have their 2026 features planned and are taking submissions. They are often weekly so still need news. Consumer medium and long lead consumer magazines are well into Spring and Summer planning. Short-lead media and social channels need new and engaging content to remain front of mind. We now have a vast digital broadcast landscape, with hundreds of channels catering to different tastes, accessible through free-to-air services and paid subscriptions. They provide plenty of opportunities for publicity, if approached in the right way.
Newsrooms
That skeletal staff in the traditional newsroom is now operating at almost normal capacity for some media outlets. Online media channels are constantly on the look-out for content – some journalists have recently claimed that their brief is to deliver seven online features a day. Good PR stories really are a gift at this time of year! So consider getting some stats out to your target media. Pre-plan good news stories to send out on Boxing Day. Easy filler content like top 10 lists or surveys can work well if they fit in with your overall strategy. Bestsellers and new year predictions can work if relevant to your brand or industry.
Sectors
Some businesses are busier than others, PR-wise. If you work in food PR, then you will likely know that the online food magazines peak up to Christmas Eve (all that last minute prep and planning!). If you work in FMCG and have Boxing Day or New Year sales, this is the time to be pushing the details out. Hospitality and charity is busy at this time of year, so if you operate in those industries, make sure any offers and last minute deals, events or appeals are communicated to your local media.
Crisis PR
Things can go wrong over the festive period, particularly if you work in logistics, retail, hospitality, travel or health. Ensuring that you are ready for a very busy time of year should always include having a comms team that is ready to provide support. Have a crisis PR person or team on retainer. You’ll hopefully not need it but if you do, you’ll be glad to have them on standby.
Influencer engagement
Influencer engagement goes up over Christmas, as people spend more times on their phones. Keep your messaging consistent and relevant and if you have content creators as part of your plans, support them and amplify their good work. This applies to B2B as well as consumer PR programmes. Share any media coverage on the relevant social channels to maximise reach and promote that invaluable journalist endorsement.
Internal PR
This is a very important time from an internal PR point of view. Checking in with colleagues is vital. Keep them in the loop on business plans, holiday schedules and general planning at this time of year, to make sure everyone is involved and morale remains good.
It’s of course hugely important to have time off throughout the year – not just at Christmas. That’s when we decompress and come back to work refreshed and revived.
But the media cycle never stops, so your PR activity shouldn’t either. Keeping momentum going through the festive season ensures you start the New Year ready to hit the ground running, confident you’ve maximised every opportunity.
