Christmas is an incredibly important time for brands and retailers, as consumers are researching and preparing their stocking lists to purchase product for this busy time. Customers are spoilt for choice and may feel a little overwhelmed, so it’s critical for messaging to be clear, confident and emotive. It’s important you design a PR strategy that is compelling, colourful and appeals to the cognitive tendencies of consumers so that they can stay top of mind.

Here are 12 steps for you to authentically and strategically stand out from the crowd and capture media attention during the holiday season.  

  1. You may be on holidays- but your brand isn’t. So, don’t stop the content. News never sleeps. Though December is the busiest month of the year in the lead up to the holidays, journalists are still looking for compelling and colourful stories. So persist with the pitch! 

  2. Get Social- Social media users tend to frequent social networking sites more over the holiday season making it the perfect time for businesses to capitalise on this and increase their engagement.

  3. Prepare a content calendar to amplify your social media plan over the holiday period.

  4. Brands need to position their campaigns as festive to take advantage of swelling consumer sentiment. It is the perfect time to appeal to holiday emotions. Consumers feel more uplifted and excited in the lead up to the holidays and more inclined to purchase more, and share on social media. 

  5. Don’t procrastinate. To achieve editorial in November/ December pitching needs to start from September. This is known as long-lead pitching.

  6. Build up anticipation. Like the advent calendar, Christmas presents the perfect opportunity to build excitement and make your brand the source of anticipation. This will help create a buzz and encourage consumers to take notice.  

  7. Influencers are a great way to have your brands promoted by like-minded individuals. Select a suite of influencers who will capture and represent your brand and bring them to life and light with stunning imagery and commentary. Sponsored posts give you an opportunity to shape your message by presenting a brief so that the influencer can accurately capture the sentiment of your brand.

  8. Identify other like-minded brands to collaborate with so you can offer a wider service or selection of products. This will help boost the image of your brand while extending the reach of your offer and audience. 

  9. Charity alignments presents a perfect opportunity to donate proceeds to a good cause and create a feel-good campaign. 

  10. Create a Christmas related angle or think about an event for families to visit over the school holidays. Don’t forget those Christmas gift guides- these are the perfect platform for your product to feature. 

  11. Christmas in July is becoming increasingly popular in Australia. It allows us to experience the same principals as a European Christmas-  chilly, dark and cosy. Christmas gift guides and Christmas in July stories are now being placed on the editorial calendar for you to leverage this national narrative.  

  12. Christmas presents the perfect time to invite media to a special event and thank them for their support over the year.

    Merry Christmas everyone. 

Happs Creative