10 keys to pitching success during the holidays

Conventional wisdom calls for PR to avoid media pitching during the holiday season, unless the story has a definite holiday-related theme.

The holidays are a busy season for everyone. Many reporters are away on vacation. Everyone, including reporters and editors, targeted B2B audiences and consumers in general, is too busy and distracted to pay attention to PR releases—at least, according to the conventional wisdom.

That perception prompts PR agencies and departments to shift into low gear—or completely stop producing and pitching before and after the holidays.

That’s a mistake.

The reality is that the holidays can be a great time for a publicity push. Reporters and their audiences are not too preoccupied or busy to consider story ideas or read articles. Reporters at both print and digital outlets still work during December and still have space to fill. Because most PR departments relax, PR pros who pitch in December find less competition for media attention. As hard news slows to a trickle, reporters become hungrier for story ideas.

“Go forth and publicize while the rest of your competitors are busy roasting chestnuts on an open flame,” urges Steve Cody, CEO of PepperComm. “They’ll be the ones who get scorched in the end.”