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What's in store for this edition:
Timelines and inspiration for holiday PR preparation
6 Steps for Holiday PR Prep
(and no– it’s not too early to get started)
Does the idea of holiday PR in July make you hot and sweaty? It’s probably just the heat, but it might be time to start planning anyways.
When it comes to gift guides, product reviews, and expert commentary, you should think in seasons not in days. For example, with print publications you may need up to 6 months in advance to send in your pitches.
I’ve already been getting requests from journalists for product submissions for holiday gift guides, so if you haven’t started thinking about this yet, what better time than now!
These 6 steps will get you planning well in advance for holiday PR. Hope you like this mini guide.
Step 1: Set Your Goals
If you’re a maker, maybe your goal is to sell more product, launch a product, or get media attention you can use year-round.
If you’re a service business, or a subject matter expert, perhaps your goal is to be the go-to expert, sell holiday packages, or use client stories as a way to get media attention.
Whatever your goals, they shape the kind of PR plan you make.
Step 2: Know the Dates and Deadlines
Recommended Lead Times
Category | Typical lead time before holiday or launch |
|---|---|
Gift Guides (Print) | 4-6 months (see publications Editorial Calendar) |
Gift Guides (TV) | 1-2 months for national; 2-3 weeks for local |
Gift Guides (Online) | 1-2 months; some short-lead 3-4 weeks |
Product Reviews (Print) | 3-6 months |
Product Reviews (Online) | 4-8 weeks. Some blogs, 2-3 weeks |
Expert Commentary (Online) | 1-4 weeks for planned; same-day/48 hours for breaking news |
Expert Commentary (TV) | 2-3 weeks for planned; 24-72 hours for urgent or breaking news |
Holiday and Season Cheat Sheet
Season/Holiday | Good For |
|---|---|
Halloween | Themed products, décor, treats |
Black Friday | Big promotions, bundles, deals |
Small Business Saturday | Local & indie brands, makers time to shine |
Cyber Monday | Online shops, digital products |
Thanksgiving | Food, home goods, seasonal kits |
Giving Tuesday | Caused-based, charity collabs |
Christmas/Winter Holidays | General gift guide, “for everyone” gifts |
Expert Commentary Ideas
Season/Topic | Good For |
|---|---|
Back-to-school | Parenting, education, routines, |
Holiday Season | Family dynamics, stress, gratitude, relationships, mental health |
Cold & Flu Season | Health, wellness, workplace policies, tips |
Step 3: Choose Your Angles
A good pitch always has an interesting angle.
If you’re a maker, think about your product and what type of gift-worthy angle that would work. Is it local, eco-friendly, perfect for stressed out parents, or just delightfully unique? Can you come up with a play on words, a fun fact, or some other attention-grabbing headline? Choose one product to feature – not your whole catalog.
Service business? Think about what holiday-related problems you solve. Do you help reduce stress or burnout, know how to deal with family conflict, or cope with financial anxiety? With data, case studies, testimonials, stories collected and ready to share, you become be a dream subject-matter expert for a reporter.
Step 4: Prepare Your Assets Early
High resolution photos, be it product, headshots, or working with clients, are a must
If you’re a maker you product specs should be set. That means price, materials colors, where and when to buy
Get your pitch wording written out
Craft short, clear description of your offer, that is copy and paste ready
Get your wording for your gift guide ready
Collect your stories, gather quotes
Prepare your talking points
Step 5: Remember, It Doesn’t Have to Cost a Dime
Makers:
Pitch 3-5 local media outlets, or national outlets if you’re ready for national sales.
Partner up with other local business for a joint holiday event or bundle.
Show up to and have fun at pop-ups and other community events.
Service Businesses:
Offer to write an expert tip column or guest post on something that is useful and has the right timing.
Let reporters know your expertise with a clear story idea and a simple bundle of assets: facts and figures, a short bio, and a couple of strong images.
Reach out to local podcast or community organization to be part of a “holiday help” segment or workshop.
Step 6: Block Out Time Now
Block off a few time slots in your calendar now:
Finalize offer or angles
Prepare assets (photos, copy, press page, press release)
Start outreach and send out pitches.
By starting now you’ll save yourself headache and make yourself time for the busy holiday season.
“No matter how prepared you are, you’re never ready.”
Do this now: Write down your holiday goal and pick one PR move you’ll commit to.
The future-you will be very grateful (and slightly less frazzled).
Term to Learn
Long-lead vs. short-lead outlets: As the name implies, long-lead outlets plan content months in advance such as print magazines and big websites. Short-lead outlets move quickly like online publications, newspaper, TV, and radio.
FAQ
Q: Can I submit a product pitch even if my product isn’t ready for the holiday season yet?
A: Yes, but only if it will be available by the time the story goes public.
Get PR techniques from recent news.
Newsworthy
When FIFA Tries to Hide Logos
They hand out free PR instead.
FIFA didn’t want any brand getting seen unless they were official sponsors.
Levi’s logo got covered with a tarp, Heinz ketchup bottles were covered and taped, and Beats headphones logo were taped over. The cover-ups backfired.
Instead of the brand disappearing they became the topic of conversation.
The brands took these awkward coverups and ran with it.
Levi’s switched its social profile images to the censored logo and rolled the covered‑logo design into stores in multiple countries.
Heinz launched logo‑free ketchup bottles echoing the stadium look.
Gillette, Lumen, and others turned covered logos into jokes and posts, riding the attention instead of sulking.
💫 Pro Tip: Make your brand so recognizable (color, shape, phrases) that people know it’s you even when the name is covered.
✍️ Key PR Takeaway: Playfulness is a sure win in PR and marketing.
Learn from others.
0% Cool : 100% Cringe
Starbucks Korea Brand Reputation Gone Overnight
It all started when generative AI suggested a campaign theme and the team went with it. They launched a “Tank Day” promotion featuring an “SS Tank” tumbler on the exact anniversary pro‑democracy uprising, when the military rolled tanks through the streets against civilians.
The tone-deaf campaign turned the warm feeling Koreans had of Starbucks into outrage, boycotts, and government backlash in a matter of days.
Don’t need a tank tumbler to learn:
Know your dates before you get cute with themes.
If you’re planning a holiday or “special day” campaign, take five minutes to Google the date plus “anniversary” or “memorial” and make sure you’re not stepping on a wound.Respect history, even if it’s not your history.
Just because a tragedy or protest wasn’t part of your experience doesn’t mean it isn’t deeply emotional for your customers or community.Don’t play with symbols you don’t fully understand.
Tanks, sirens, certain colors, numbers — they can be loaded with meaning in specific cultures. When in doubt, ask locals or people from that community to check your idea.Have a crisis plan ready before you need it.
Starbucks had to yank the promo, apologize, and deal with political fallout. A small business won’t get the same level of media scrutiny, but you can still hurt people and your own brand reputation. Know how you’ll respond if you accidentally cross a line or offend.
✍️ Key PR Takeaway: Brand reputation takes years to build, and one to destroy. Be the guardian of your brand’s reputation.
Attention Seeker of the Week 🦜
Yes, he’s real and he’s beautiful! Toco Toucan at Parque Das Aves
Parque Das Aves is an outstanding bird sanctuary, right outside the national park of Foz do Iguaçu in Brazil. You don’t have to be a bird nerd like myself to throroughly enjoy this Conservation center. If you’re ever in Brazil and have a chance to visit these attention seekers, please do - 100% worth it.
Now you know why I’ve been silent for a bit - we went to visit Brazil! My first time and I loved it.
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
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