Tell Your Story and Cut Through Holiday Media Attention

How do you make your story stand out during the holidays? The season is upon us, bringing with it a flurry of advertisements, news stories, and distractions. For public relations professionals, this presents both a challenge and an opportunity to prove our value by cutting through that noise—though it can be a double-edged sword.

On one hand, there are increased opportunities for media coverage and consumer attention, especially as the media looks for more lighthearted, engaging content to share. On the other, competition for that attention is fierce. To succeed, you need to approach your storytelling strategically.

So how can you ensure your story stands out amidst the festive clamor? Here’s your guide to crafting a compelling narrative that resonates—even during the holiday rush.

Know Your Audience (and the Media’s)

Before crafting your message, it’s crucial to understand who you’re trying to reach and what their priorities are. During the holidays, people’s interests shift. They’re often more focused on loved ones, traditions, gift-giving, and, of course, getting through their ever-growing to-do lists.

Have you thought about what your audience needs during the holidays? Maybe they’re looking for stress relief tips or last-minute gift ideas. By aligning your story with their needs or challenges, you increase the chances of engagement.

Similarly, media outlets understand their audiences are seeking something different as well. While certain outlets may focus more frequently on hard news and breaking stories, they can also approach the holidays with more impactful storytelling. Just as your audiences might want a different message around the holidays, successful PR strategies tailor these business-led messages to fit the media’s shift in storytelling.

Timing is Everything

We all know the media cycle moves quickly these days, but the holiday news cycle moves even faster. Newsrooms are being tasked to do more with less each year. The holiday season brings an even further strain on their resources—offering PR professionals the chance to make a journalist’s life much easier.

Planning your pitches well in advance is key. Keep in mind that many journalists finalize their holiday content weeks or even months ahead. Are you reaching out early enough to get on their radar?

Preparation is also crucial when it comes to capitalizing on last-minute opportunities. Confirm the schedules and availability for any stakeholders who could potentially be interviewed. This ensures you can quickly coordinate when the media shows interest. If your pitch lands with a journalist, it’s essential to come through on your promise of an interview or further details.

Crafting Your Holiday Narrative

Now that you understand the landscape, it’s time to shape your story by finding ways to connect your message to the holiday season.

This doesn’t mean forcing a connection where none exists. Instead, think creatively about how your story might resonate authentically with holiday themes. And if there isn’t a holiday connection, consider your timing once again. Understand when your story will have the best chance of getting noticed and having the most impact.

Should you pitch earlier than usual to get ahead of a major holiday, or can you hold the story until after the holiday buzz has died down to take advantage of the lull?

If you plan to pitch a story around the holidays, consider these two important elements that tend to be effective at this time of year:

Embracing Emotion and Offering Value

The holidays are an emotional time. Tap into this by sharing stories that evoke feelings of joy, nostalgia, or goodwill. Human interest stories often perform well during this period. Even if your story is business-focused, finding a human element will help it resonate more effectively.

Do you have a heartwarming success story or an inspiring customer testimonial? Now is the perfect time to share it.

Similarly, consumers are looking for value now more than ever. The holidays are when media outlets want to offer their audiences valuable information about savings and deals. If your story can offer holiday tips, money-saving advice, or unique gift ideas, you’re more likely to gain traction.

Leveraging Social Media and Influencers

Today’s media landscape has made traditional pitching only one part of the equation. Have you considered how you can leverage other tactics to amplify your strategy?

Social media platforms see increased activity during the holidays. You can us this to your advantage by sharing snippets of your story, engaging with followers, and participating in relevant conversations. For example, you can create holiday-themed content that aligns with your brand message. Interactive elements like polls, giveaways, or holiday challenges can boost engagement. Using relevant hashtags can also increase your visibility.

Related content: How to use hashtags (and why they matter)

Collaborating with influencers who align with your brand can help elevate your message during the noisy holiday period. Influencers provide authentic endorsements and reach audiences that might be difficult to engage through traditional media. Partnering with influencers who share your values and target audience can amplify your story’s reach and impact.

Tailoring Your Pitch and Making It Useful

Journalists are busier than ever during the holidays. One of the best gifts you can offer them is delivering a clear, concise pitch that highlights the most compelling aspects of your story.

Once you’ve identified an impactful story to share publicly, you need to present it effectively to the media. Generic pitches often won’t cut it, especially during the busy holiday season. That means personalizing your outreach and ensuring it’s relevant to that outlet or journalist’s coverage.

Research each journalist or outlet you’re targeting and tailor your pitch accordingly. Show that you understand their audience and how your story fits their needs. Then, support it with any additional materials that can make it simpler for the reporter to cover your story.

Include an easy-to-navigate press kit with high-quality images, video clips, or infographics that can be easily incorporated into holiday-themed stories. The more turnkey your content, the more likely it is to be used.

Setting Clear Goals to Measure Your Success

Don’t forget to track the performance of your holiday PR efforts. Define what success looks like before you begin. Is it media mentions, website traffic, or sales conversions?

Leverage digital analytics to measure the impact of your campaign across various channels, and use the insights gained from this holiday season to inform your strategy for next year.

Cutting through the holiday noise requires a blend of strategic thinking, creative storytelling, and tactical execution. By understanding the unique challenges and opportunities of the season, crafting compelling narratives, and leveraging the right channels, you can ensure your story shines bright amidst the festive chaos.

Remember, the key is to add value—to your audience, to the media, and to the broader holiday conversation. Do this effectively, and you’ll find that the holiday season can be the most wonderful time of the year for your PR efforts.