Published on Oct. 12, 2022, at 3:12 p.m.
by Kelsey Nayman.
If you’re anything like me, you’re thrilled about the holidays approaching. It really is the most wonderful time of the year … but also the busiest. The holidays bring a sense of nostalgia to all people, regardless of age. Though the holiday season may be known for the blankets, hot chocolate and time spent with family, it can mean much more than this for the public relations industry.
PR outreach during the holidays is crucial, and it’s never too early to start preparing for the holiday season. In fact, the best time to pitch holiday ideas is at least four months in advance, sometimes more than that depending on who the client is.
The tone of your content should reflect the time of year it focuses on. For example, a Christmas ad, even if it is produced during August, should reflect the nature of the holiday in creative design, script and overall art direction. Doing so allows you to connect with your target audience on a more personal level. With the holidays being a great opportunity to unite, many familiar brands bring a sense of longing for togetherness during the holidays through their ad campaigns. Brands such as General Mills, Campbell’s, Coca-Cola and Hershey all create nostalgia through their classic advertisements that we know and love.
No one likes a “bah humbug” during the holidays. Not even Ebenezer Scrooge can turn down the delicious taste of Honey Nut Cheerios.
Another way to increase your PR outreach during the holiday season is by promoting your brand through hashtags. Each year Starbucks releases a new holiday red cup for its holiday drinks, but one of its most famous examples is the #redcupart campaign. For one day only, customers will have a chance to create a “masterpiece” on the holiday red cup, which can be shared through Instagram and Twitter using the hashtag “#redcupart.” Starbucks then chooses its favorite cup design to “shine light on customer creativity.”
The holidays aren’t the only time to expand your PR outreach. Companies recognize their niches, and connecting with their target audiences through strategies people love is one way to do that. For example, Claritin unexpectedly used the “It’s the Most Wonderful Time of the Year” song associated with Christmas to connect with its target audience suffering from allergies in the spring. Having such a heartwarming song during what some consider a dreadful season due to allergies doesn’t make it feel like “the most wonderful time of year.” After all, allergies certainly are the gifts that keep on giving.
As the holiday season is quickly approaching, make sure to keep these strategies in mind when you’re out shopping for gifts with your family!