Maximizing Holiday PR: How Brands Can Build Buzz Before the Season Starts

November officially kicks off the holiday season, and with it comes one of the most competitive times of the year for brands trying to stand out. Audiences are overwhelmed with promotions, journalists are working ahead on packed editorial calendars, and attention is limited. This means brands need more than festive content. They need strategy, timing, and strong storytelling. In the following sections, we’ll cover the key elements of holiday PR and highlight why careful planning and execution are essential for achieving meaningful visibility.

Develop a Seasonal Story with Real Depth

A holiday angle alone is rarely enough. Journalists want stories that feel timely and connect to larger trends or conversations. Building a layered narrative allows different audiences to engage with the story in different ways. For example, a brand launching a holiday cookie could highlight flavor innovation, local sourcing, and a founder story rooted in tradition. These multiple angles give media options for coverage and make the story richer without feeling scattered. Coordinating all these elements— narrative, visuals, and messaging— requires thoughtful planning to ensure every component aligns.

Respect the Rhythm of Media Timelines

Editors lock in holiday content six to eight weeks ahead of publication. That means outreach, sample shipping, and spokesperson prep should begin at least two months before the date you want to appear. Pitching too late risks missing the opportunity altogether, while pitching too early or too broadly can reduce effectiveness. Personalized outreach that references a journalist’s past coverage, includes press-ready materials, and clearly communicates the story angle consistently performs better than generic pitches. Timing, sequencing, and attention to detail are all critical and require careful coordination across teams.

Prepare Media-Ready Materials That Actually Help

Editors are balancing multiple deadlines, so providing clear, high-quality materials improves the chances of being featured. High-resolution images, concise product descriptions, and quotes from leadership all help communicate your story efficiently. Samples or demos can make a brand memorable, but they should be used thoughtfully so they add value rather than create clutter. In one project with a regional snack brand, early targeted outreach paired with a curated sample pack led to coverage in two national gift guides and increased holiday web traffic by 42 percent. Preparing media-ready assets that support multiple story angles is a time-intensive process that demands attention to detail and foresight.

Make Owned Channels Work Harder

Press coverage performs best when it is reinforced through your own channels. Social media posts, blog features, and email updates can extend the reach of earned media and help tell a consistent story. Behind-the-scenes content, campaign previews, or educational snippets keep the narrative moving and provide fresh angles for both journalists and audiences. Aligning these channels with media outreach requires careful scheduling and a clear editorial plan to maintain cohesion across touchpoints.

Plan Around Peak Holiday Moments

High-traffic periods like Black Friday and Cyber Monday provide major visibility opportunities but also increase competition. Successful brands plan messaging, offers, and media outreach well in advance. Offering journalists or influencers early access, exclusive data, or a behind-the-scenes perspective makes coverage more compelling. Coordinating multiple moving parts, from assets to spokespeople to deadlines, is challenging and requires careful project management to ensure everything comes together at the right moment.

Measure What Matters and Repurpose Coverage

Tracking placements, website traffic, engagement, and leads helps clarify which tactics work best. Repurposing earned media across social platforms, email campaigns, and the website extends its value and reinforces credibility. Even analyzing these results demands focus—deciding which metrics truly indicate success and which are noise is not always straightforward. Strong measurement and thoughtful repurposing ensure the impact of your holiday campaigns is maximized.

Holiday PR involves many moving parts, from layered storytelling to precise timing and multi-channel coordination. When all elements work together, brands gain visibility, credibility, and momentum. When they do not, even strong ideas can get lost. Pulling these pieces together takes planning, reliable partners, and careful execution. For teams managing campaigns in-house, the payoff can be significant. For others, partnering with a team that handles outreach, assets, and media logistics often makes the process more manageable while ensuring campaigns reach their full potential.